Client Case Study
This client was a national care home provider offering residential, nursing, and dementia care across multiple UK locations. The aim was to increase high-quality enquiries at the local level through paid search advertising, with a focus on efficiency and measurable growth.
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Objectives
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Drive relevant traffic to individual care home landing pages.
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Generate qualified enquiries via phone calls and contact forms.
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Maintain or reduce CPA while increasing lead volume and visibility.
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My Strategy
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​I restructured campaigns by location and location type, introducing a 20-mile radius targeting and ad scheduling from 7:00am to 10:30pm to reach the core audience aged 45-65+.
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Using Google Keyword Planner, I identified exact match and top-searched keywords to enhance relevancy and heighten absolute impression share.
A/B testing compared corporate versus more welcoming & compassionate ad copy to determine the most effective messaging. Max CPC bids were adjusted to align with top-of-page benchmarks, balancing visibility and cost-efficiency.
Performance data was tracked via Google Tag Manager and visualised in Looker Studio dashboards, enabling ongoing, data-driven optimisations. Regular client communication and weekly reports ensured alignment with business goals.​
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Results
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Impressions: 5,156,886
Clicks: 73,505
Conversions: 1,609.96
Average CPC: £1.64
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Clicks increased by 101.17%.
Conversions decreased by 38.65%, likely due to the client nearing full capacity in their care homes, reducing demand.
Impressions surged by 433.66%, indicating much higher ad visibility.
Average Cost Per Click (CPC) decreased by 22.91% to £1.64, showing improved cost efficiency.
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Following strong performance, we expanded the campaign to Microsoft Advertising, which led to the following results:
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Impressions: 582,864
Clicks: 9,748
Conversions: 125
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We are now exploring expansion into Meta Ads to assess potential traction and further diversify the campaign’s reach.
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Client Case Study
This client was a gluten-free subscription box company offering curated monthly boxes of gluten-free snacks and products. The aim was to increase brand awareness and drive new customer sign-ups through Meta Ads, focusing on precise targeting and measurable results.
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Objectives
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Raise brand awareness among gluten-free and health-conscious audiences.
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Drive new subscription sign-ups via Meta Ads.
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Test creative messaging to improve engagement and conversion rates.
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My Strategy
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I built audience segments using Meta’s detailed targeting options, focusing on females aged 35–44 with interests in gluten-free living, Coeliac disease, health food, and subscription services. Lookalike audiences were also created using customer data to efficiently expand reach.
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Two core campaigns were launched: one focused on driving traffic and the other on conversions. A separate campaign was created to leverage Coeliac Awareness Month, featuring a limited-time discount to boost engagement and sign-ups during the awareness period.
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A/B testing was carried out using lifestyle images, unboxing videos, and customer reviews. Messaging varied between convenience-focused and health-conscious tones to determine which best resonated with the target audience.
Ad formats included carousel and single-image creatives, tailored for engagement and conversions. Campaign performance was monitored through Meta Ads Manager, with budgets adjusted accordingly. Regular client reviews ensured campaign goals remained aligned and optimisations were made in real time.
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Results
Purchases: 393
Landing page views: 18,630
Reach: 439,633
Impressions: 1,452,320
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​Impressed by the campaign's performance and positive business impact, the client chose to upgrade their package with us.​​​
Client Case Study
A UK-based turbocharger specialist with over 30 years of experience offering sales, repairs, and remanufacturing services for passenger cars, commercial vehicles, and industrial engines. The business operates from a purpose-built facility and provides nationwide collect-and-return service, backed by a 24-month unlimited mileage warranty.
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Objectives
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Increase visibility for turbocharger repair and remanufacture services across the UK.
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Generate high-intent leads from both trade and consumer audiences.
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Improve cost-efficiency and lead quality while expanding reach.
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Strategy
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I restructured campaigns into three distinct segments for branded, non-branded, and service-specific audiences, allowing for targeted messaging that matched different user intents. Location targeting was set across key UK regions, with budget constraints limiting daily spend but focusing on high-intent areas to maximise efficiency. Ads were scheduled throughout the day to capture searches from early morning through late evening, aligning with typical customer activity patterns.
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Using Google Keyword Planner and Search Term Reports, I developed focused keyword lists around turbo servicing and related services, emphasising exact and phrase match types to attract qualified traffic while maintaining ad relevance. Ad copy testing compared performance-focused headlines, such as “Same-Day Turbo Repair,” against value-driven offers like “Free Nationwide Collection & 24-Month Warranty” to identify the strongest click-through and conversion rates.
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Manual CPC bidding was initially employed to maintain control over spend, transitioning to Target CPA bidding as conversion data accumulated, enabling more efficient automated optimisation. Tracking was implemented via Google Tag Manager with data visualised in Looker Studio dashboards, capturing calls, form submissions, and other conversion events at the keyword level. Weekly performance reviews guided ongoing budget adjustments and creative refinements, although limited daily budgets kept impression share below 10%, highlighting growth potential with increased investment.
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Results
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Impressions: 138,092
Clicks: 16,318
Conversions: 2,008.67
Average CPC: £0.51
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