How We Grew Total Tracked Marketing Leads 217% for a Home & Commercial Services Company
Integrating web development, SEO and Google Ads as one system rather than three separate channels
A home and commercial services company was running its website, SEO, and Google Ads campaigns as three entirely separate activities with no shared strategy or measurement system connecting them.
The website was outdated and not converting well. The SEO work being done was generating some traffic but not targeting the most commercially valuable terms. The paid advertising campaigns were generating traffic but the landing experience those visitors encountered was not built to convert them into enquiries.
The result was a situation where each channel was consuming resources without any of them performing at the level it should because none of them were designed to work together.
We treated the engagement as a single integrated project rather than three separate scopes of work.
The website was rebuilt first, with dedicated pages for each service and location the company served and a conversion journey designed specifically around quote requests. Every page was built with both SEO and paid landing page needs in mind from the beginning - rather than designing a website first and then figuring out how to run ads to it.
Technical and on-page SEO were implemented during development. Content around commercial search terms was developed to target buyers at the decision stage of their research. The paid search campaigns were rebuilt around the new website structure - campaigns matched to the new service pages, ad copy aligned with the page content, and conversion tracking configured to measure actual leads rather than pageviews.
Analytics and conversion tracking were configured across all channels so that every lead could be attributed to the correct source and the performance of each channel could be evaluated accurately.
- Organic traffic increased 231% over nine months
- Qualified leads increased 204%
- Google Ads cost per lead decreased 38%
- Website conversion rate improved from 1.8% to 4.9%
- Top-10 organic keywords increased from 24 to 112
- Total tracked marketing leads increased 217%
The most significant improvement came from treating the website, SEO, and paid advertising as components of one system rather than separate marketing activities run by different people with different goals.
The redesigned website converted a higher percentage of visitors regardless of how they arrived. The SEO brought in additional qualified organic traffic that had no per-click cost. The paid campaigns could be optimized around real lead data rather than traffic metrics, which is what allowed the cost per lead to fall while lead volume increased.
Each channel made the others more effective rather than competing with them for budget and attention.
Client confidentiality: Client names and identifying details have been omitted in accordance with client confidentiality agreements. All results are based on actual work performed.
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Case-study note: This project content is preserved from the website files supplied for the rebuild. Results are project-specific and are not a guarantee of future performance.
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