45%
increase in CTR
40%
increase in leads
18
times return on investment
Bristol based franchisee Shuttercraft were struggling to manage their AdWords campaigns. After building a PPC campaign from the ground up, we were able to create a large increase in conversions and reduce their costs by 22%. With an eighteen times return on investment equating to £1.5m of revenue from £83,000 investment, we’ve enabled Shuttercraft to open a new store and massively grow the business. Results that speak for themselves.
Superb Digital always explain what they're doing and why in ways I understand.
Martin Burge, MD, Shuttercraft Bristol
Digital marketing is a dark art to me, but the results speak for themselves. Google Ads has become a very important lead generation channel for us and we rely heavily on the leads it generates in order to grow the business.
Martin Burge, Managing Director, Shuttercraft Bristol
Set up in 2012, Shuttercraft Bristol, with two local showrooms in Westbury-on-Trym and St. Anne’s, are part of a UK wide franchised business that sells premium made to measure shutters and blinds. As a franchised business Superb Digital was working with Shuttercraft Bristol and optimising for local search.
We met Shuttercraft Bristol’s managing director, Martin Burge in 2015 and he explained how each Shuttercraft franchisee was left to conduct their own marketing activity. We were struck at how Shuttercraft Bristol lacked the internal know-how and expertise to support, manage and optimise their Google Ads.
We talked through his problems and offered to complete an audit with recommendations on how we could improve performance and reduce the cost per acquisition (CPA) across their Google Ads campaign.
Martin’s aim wasn’t just to increase the volume of leads and enquiries via paid search but also the quality of leads, driving up conversion rate. With a new showroom for potential customers to visit, it was vital that the business increase awareness and footfall.
Once we’d got the greenlight from Martin, we were up and running within a week. After the initial audit we rebuilt the Google Ads campaign from the ground up, making sure it was tightly focussed around the target keywords we had identified. We used the full suite of Ad Extension options, Ad Scheduling, Geo-targetting and remarketing to do this.
Optimising the campaign over time, we identified poor performing keywords and ads, pausing them in order to focus on high performing Ads and creating new versions of them. We also A/B tested ads to constantly improve click through and conversion rates.
The results were positive and as CTR and conversion rates began to climb. Over the ensuing months and years, Google Ads has become a very important lead generation channel for Shuttercraft Bristol and Martin now heavily relies on the leads generated by it to grow the business.
Superb Digital has been managing Shuttercraft Bristol’s paid search activities since June 2016 and in that time we’ve generated 974 leads, of which Martin and his team have converted about half into sales.
This has resulted in Shuttercraft Bristol becoming the go-to business for Window and Shutter Blinds in Bristol, with continuing dominance in the search results.
Over the time we’ve been working with Shuttercraft we’ve continually refined and optimised their AdWords campaign. In the 2019 we increased the number of leads by 20% compared to the previous 12 months and reduced the cost of acquisition by 15%
By the end of 2021 Shuttercraft has more than doubled its revenue with an return of a staggering 18 times the investment. That equate to approximately £1.5m of revenue from just an £83,000 investment. Not bad going. So good in fact that Martin has since opened up a new shop in Cardiff alongside the stores in St Anne’s and Westbury on Trym in Bristol.
You can check out our press coverage in Business Leader on the Shuttercraft AdWords campaign here.
