NMC Surfacing required a PPC partner to help them generate new business enquiries for their ‘outdoor expertise’ which consisted of surfacing, civil engineering, line marking among other things. The challenge was to reach their target client base which was large car parks and office blocks as they were currently receiving really low-level enquiries for surfacing work they just didn't carry out and they were paying for the privilege of turning work away.
When getting access to the account we could instantly see why low-level enquiries were coming through from the previous agency that had worked on the account. The account was full of broad keywords relating to tarmac and surfacing which was triggering keywords such as “driveway tarmac” and “carport tarmac”. This showed us that re-building the campaigns and using the new extended text ads was the best approach to increasing the quality of the conversions and weeding out lower quality leads that the client was not interested in pursuing.
Increase in conversions
Decrease in Cost Per Acquisition
Increase in visitors
Return on ad spend