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%. The 40% increase in leads has certainly put Shuttercraft Bristol in a dominant position in the search results when it comes to shutters and blinds in Bristol.
Set up in 2012, Shuttercraft Bristol 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.
Paul Morris our MD met Shuttercraft Bristol’s managing director Martin Burge at a local breakfast networking event in 2015. Martin explained how each franchised business was left to conduct their own marketing activity and how Shuttercraft Bristol lacked the internal know-how and expertise to support, manage and optimise their Google Ads.
Paul 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.
With Paul meeting Martin at several subsequent networking events, the trust was built and Martin decided to go for it and we began work in June 2016.
Implementation of the Strategy
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 Martin felt reassured that his expectations were quickly met and actually surpassed.
Over the ensuing months and years, Google Ads has become a very important lead generation channel for Shuttercraft Bristol. Martin now heavily relies on the leads generated 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 goto 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%