Performance driven PPC strategy, lowering cost per conversion by 61%

Our approach

Mr Plant Hire are specialists in Plant, Powered Access and equipment hire, operating across North London.

We were initially contacted to review their existing Google Ads campaigns, where we found a range of issues with their setup. Many campaigns were targeting irrelevant terms, wasting valuable budget.

The overall strategy was misaligned entirely with the business needs, targeting small product lines which at a glance, brought in a high number of low-value enquiries, along with branded terms which inflated the number of enquiries.

After taking stock of their account, we proposed a new intent-led strategy to hone in on high-value search queries, with a heavy focus on local terms and local geography to maximise their budget. This also included aspects of seasonality and flexible campaigns to promote whatever the business needed to focus on. 

Better results, less spend

One year into our activity, the results have redefined how the team view their digital marketing activity.

With a solid foundation of campaigns delivering the right type of enquiries, we’ve begun to work more closely with the team on aspects of seasonality, flexibly focusing their efforts on quieter areas of the business.

But beyond all else, we’ve delivered much better quality leads for less spend, which has allowed their team to explore other marketing opportunities due to budget savings, including events and local sponsorships that weren't previously feasible.

The journey doesn't end there either - we’re constantly on the lookout for new tools, techniques and approaches to keep developing our strategy.

  • 61.3%

    decrease in cost per conversion

  • 60%

    increase in page views

  • 35.5%

    reduction in ad spend

"Working with Ledgard Jepson has been a game-changer. Their innovative approach and energetic team have revitalised our campaigns, giving them a fresh, impactful edge. Highly recommend for anyone looking to breathe new life into their digital marketing efforts!"

Owen Whitehead, Head of Marketing, AER Rents

If you’d like to discuss how can we help ensure your equipment stays on hire, please give us a call, send us an email or fill in the form below and we’ll get straight back to you.

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