Tripling YoY leads, and providing actionable data insights for a local service business.
How we helped Aren Heating and Plumbing increase their leads, lower their cost/conv, and increase their conversion rate by 61% YoY.
The partner
Aren Heating and Plumbing are (you guessed it) plumbers and gas engineers, based in South London.
With exemplary customer service reflected in their glowing reviews, they have over 20 years of experience in providing expert heating and plumbing services to 1000s of homes and businesses around London.
Quick look at the results
216%
YoY increase in leads
61%
Increase in YoY conversion rate
-12%
YoY Cost per lead decrease
99%
YoY Increase in CTR from Search campaigns
The challenge
Aren had engaged with several Google Ads agencies in the past, and wanted a closer, more consultative relationship (and obviously better results!)
When we engaged in peak season, they wanted to ensure no disruption of leads while we rebuilt the existing campaign structure into our growth framework.
Our approach
During our Discovery phase prior to taking over the account, we ran comprehensive keyword research and market sizing, and highlighted ‘low hanging fruit’ in terms in terms of competition for more specific services they offer.
We also ran lifetime ngram analysis on the visible search terms, with a view to negativing anything totally irrelevant that was previously triggering ads, and to highlight converting search terms that needed improvement on the cost per lead side.
With Aren’s support, we restructured the Search campaigns to focus on job type, split into Maintenance, Repair, Installation etc, as these jobs all have different levels of complexity.
From an ad group perspective, we ensured all the ad assets (extensions) were laser-focused on the targeted service – images through to Call Outs.
Outside of the Google Ads account, we audited and rebuilt their Tag Manager set up to be more robust, making all key events and conversions were captured across GA4 and Google Ads.
To help guide guide our seasonal strategy, we also ran analysis of their historic data from 5+ years of previous Google Ads activity, to attempt to highlight specific lead trends through the year as the seasons shifted and the search demand shifts (boilers tend to break more in the winter!)
To support this we created a performance dashboard via Supermetrics and labelled their ad groups to create ongoing visualisations and charts of longer term performance of certain job types.
At the end of 2023, they rebranded slightly, with new designs, URL structure and hierarchy, and we supported with the technical migration, ensuring all pages were redirected correctly.
We have been working with Growth Minded Marketing for just over a year and have seen exponential improvements to our PPC campaigns, and SEO optimisation. It is refreshing to find an agency who actually knows what they're doing and doesn't try and and pull the wool over your eyes, like we have experienced with many agencies before.
— Nick Martin, Co-founder
The results
We’ve seen some phenomenal YoY growth.
On the previous period side, take into account this is Aren’s busy period during the autumn and winter months.
What the current period of data doesn’t show (Jan-June) is the improvements we’ve made in the past few months across the account.
For June 2024:
- Leads – Up 80% vs prev, Up 221% YoY
- Cost per lead – £38 (Down 221% YoY)
- Conv rate – 22% (Up 96% YoY)
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Let’s find out what we can do for your business.