Site Track specialises in temporary and permanent flooring and successfully manages projects across various industries, from film and TV to festivals and prestigious events.
Like many businesses, Site Track outgrew their website and needed something to grow with them. Seeking flexibility and ease, we designed a custom WordPress website to help improve their online presence and user experience. By continuing with a Google Ads campaign after go live, we aimed to drive qualified leads, ensuring Site Track could connect with the right audience, at the right time.
Site Track’s previous website was outdated and failed to generate leads as it was limited to a single page. It was also restricted in functionality and provided a poor user experience (UX). They needed a modern website that effectively showcased the company’s vast knowledge and expertise in temporary flooring.
After launching the new site, we built a PPC campaign on Google Ads to generate leads. Site Track operates in the B2B sector, so the lead generation process involves nurturing potential clients through various stages, from initial awareness to final decision-making.
WordPress website design
We developed a new 20-page website that allowed Site Track to promote its expertise and services. The transition from a single-page to a multi-page site enhanced the UX and provided landing pages with informative content which could be used for ads.
We added a contact form on every page to drive engagement and lead generation. Users can now easily enquire about services without going to another page. We also designed a clear sitemap with SEO in mind to improve site navigation, ensuring users can find the information they need quickly and effortlessly.
Before the website was built, we conducted keyword research to guide the content strategy and overall site structure. For instance, we created dedicated pages for key sectors such as ‘events’ and organised product category pages like ‘Heavy Duty’ and ‘Light Duty’. This approach not only addresses the varied interests of potential clients but also enhances the site’s SEO performance.
These strategic website updates have improved Site Track’s organic presence, significantly enhancing their ability to capture and convert leads within their niche market.
Google Ads
We completed competitor keyword research, identifying the keywords the top competitors were bidding on. We used this research to guide the direction of the ad groups.
Next, we selected keywords with high search volumes, as they have the potential to reach a larger audience. We used these keywords in both phrase match and exact match types. Phrase match triggers ads when the search query includes the exact phrase or close variations, while exact match triggers ads only when the search query exactly matches the keyword.
Following that, we launched two campaigns: one focused on the client’s target keywords, to which we allocated most of the budget, and the other targeted general searches, such as ‘event flooring’ and ‘ground protection’.
We performed weekly and monthly optimisations to enhance campaign performance. Once conversions and key metrics like impressions and clicks had improved, we increased the monthly budget from £1,500 to £2,000 to boost performance.
Since the new website went live in December 2023, it has brought in 14.7K visitors and produced 94 key events (leads) via direct and organic channels.
Following the launch of our Google Ads campaign in December 2023, we have generated 377K impressions and 9.6K clicks, achieving an average CPC of £2.15 and 172 leads. Additionally, Site Track’s average order value (AOV) is at least £3,000, so they are generating a positive return on investment (ROI) from our campaigns.
These results demonstrate the effectiveness of our initial strategy in selecting high-performing keywords and conducting essential weekly and monthly optimisations. The consistent improvements ensured we targeted the right audience and maximised lead generation.
Conversions
Clicks
Impressions
Trio is a strategic marketing agency that helps B2B brands drive quality leads through effective paid media campaigns. As an agency partner to Google, Meta and TikTok, we have the experience of running successful campaigns for both paid and organic audiences. Interested?
