PPC Team: After an initial audit of the account, we found that Inergy’s doubts were understandable. There were over 20 active ad groups filled with redundant keywords that were not converting, resulting in wasted clicks and wasted budget. The whole campaign would require a complete overhaul.

Our first step was to pause all keywords that spent budget without generating any conversions. From there we narrowed down the campaign to select ad groups. Due to the previous mass of ad groups, the keywords that had generated conversions had issues with low ad relevance. To fix this we created new ads in the ad group, being careful not to edit any previous ads until the new ads began to generate results. Once the keyword changes had been made, we then had to be strict with the negative keyword list in order to stop any further wasted clicks

After our changes proved to be successful, we then replicated this and created multiple new campaigns for seasonal specific services whilst still using the same budget given to us.

SEO Team: Working with the client to identify key markets they wanted to crack, we carried out localised keyword research for each one. Their previous agency had also done work in this area but as public awareness of growing markets evolves, so do search terms, and Inergy work with relatively new technologies in evaporative cooling and radiant heating. We wanted to ensure we were tracking and investing in the most valuable keywords.

Starting in the spring we focused on keywords around commercial cooling systems for these locations, producing people-first content focused on these searches.

We also overhauled the locations menu. This had been a grid of locations in no particular order, which we recognised could frustrate users checking for their location. To solve this, we built out a landing page centred around a map plugin.

Potential customers can click on their region of the UK and be presented with all relevant pages. This maintains the strong internal linking we were looking for while improving the user experience and look of the website.

Initial results were extremely promising, taking top organic rankings for several relevant keywords for Sheffield. However, we also wanted to improve conversion rate, and we therefore looked at revisions to the content and format of other pages, resulting in continued improvements to performance on local and national scales.

We continued on our existing strategy, switching to heating-related content around September, but combined this with a robust blogging strategy built around the client’s expertise, targeting search terms identified through keyword research and reference to Google features including People Also Asked.

Following the success of this strategy we proposed a digital PR strategy. Inergy produced a piece on Evaporative Cooling, which our content experts revised into a thought-leadership piece, and we identified a number of potential sites and magazines to carry it, focusing on the HVAC industry and on facilities and property management outlets.

This first article received interest from eight outlets and was used by six of them, each with credit to Inergy Group and a link back of high relevance and value. We followed this up with a second which has also gone on to achieve publication, and also resulted in a positive relationship with a number of journalists at different outlets. As a result we’ve been contacted by journalists asking if Inergy will provide comment on other research they’ve carried out. This fertile relationship will be developed further going through 2025.

We were also in position here to develop a stronger push for sustainability, and we investigated both relevant search terms for corporate sustainability programs and the questions and concerns that occupy people searching for these terms. The Sustainability section of Inergy’s website launched a little over halfway through the year and is directly responsible for a huge growth in impressions and market share.

Working closely with the company as we do, we learned that off the back of this growing success, the Managing Director was considering updating the branding for the company. We volunteered our services for this and one of our team developed several concepts. With feedback from this – two of them standing out – we developed a second wave of concepts, one of which was chosen for some final adjustments, and that is now the company logo.

With plans for a fully updated website in the pipeline we have recently completed a competitor audit. Several recommendations from this will go into the new site in early 2025, positioning Inergy to gain even more market share in this competitive marketplace.

As Escape Campers weren’t generating enough results with their previous Facebook ad strategy, we decided to create a new Facebook lead generation campaign and a Facebook campaign optimised for website conversions. Based on our experience with other clients, we have found that these two Facebook strategies are particularly effective for increasing enquiries. Our team also installed the Facebook pixel correctly on the Escape Campers website, so we could track any enquiries and optimise the ads. Within each Facebook campaign, we created ads focusing on different campervans, using different graphics, images and carousels, alongside various ad copy that would be A/B tested.

To strengthen their paid marketing strategy, we also suggested Escape Campers launch a Google Ads campaign, which their previous marketing company had not implemented. Our team launched a brand new Google search campaign with multiple ads targeting their local area. We also set up conversion tracking to help increase enquiries.

By utilising both Facebook and Google, Escape Campers have experienced a significant boost in enquiries.

Beginning in late October, First Digital Media have also begun to support the Escape Campers site with SEO. We carried out detailed keyword research, looking at what the site had ranked for as well as any opportunities it hadn’t covered, and created new content for all key pages.

We also carried out a technical audit of the site, allowing us to improve user navigation, merge near-duplicate pages, and update internal linking. Working in concert with the client we added a page to support their dealer network across the country and plan to launch a page for their rentals service in the new year.

While our primary goal has been to reverse the drop in organic traffic, the SEO team have also aimed to appeal primarily to more likely customers for Escape Campers. Part of this has been to improve keyword performance for their main vehicle brands, with a particular focus on the Renault Trafic as Escape Campers prepare for a big push on their Trafic-based model.

The initial part of the strategy was to create a keyword plan that analysed the keywords with the highest search volume, which search terms they had lost positions for and any keywords we could rank quickly for. Once this was complete, we then had to perform a lot of technical SEO across the site as none of the meta descriptions or title tags had been carried over.

We are now in the process of rewriting content across the website and optimising for those higher search volume keywords and have had great success.

Whilst the SEO was being worked on in the background, we set up a Google Ads Search Campaign for the client’s key services with a 10 mile radius around the clinic. Due to a limited budget, we ran exact match keywords and optimised the campaign for phone call conversions. Since launching the campaign, this has proven to be a massive success. So much so that the client will be continuing the Google Ads despite now ranking organically for the service keywords.

The challenge was to attract high-quality leads that aligned with the campaign’s goals. To overcome this, we implemented a targeted qualification form to filter out unqualified leads. By focusing on key questions, we minimised form length and maximised completion rates.

To further refine the campaign, we conducted A/B testing on various creative elements. This enabled us to identify the most effective combinations of graphics and text to resonate with the target audience. Over the six-month campaign duration, we closely monitored performance metrics and made necessary adjustments to maintain optimal results.

As Drives4You Northwest Ltd main focus was to generate leads that were of a good quality, we set out a number of key points we wanted to do to achieve this.

To achieve this, we implemented a strategic approach that involved showcasing their expertise through a curated selection of high-quality images, including before-and-after transformations and final product showcases.

To further entice potential customers and differentiate their services, we collaborated with the client to develop enticing offers. Additionally, we employed rigorous split testing with various images and text combinations to maximise campaign effectiveness and achieve optimal results.

As Aesthetex Academy wanted us to generate more leads for their courses and qualifications for both medically trained students and non medically trained students, we initially opted for two Facebook campaigns optimised for website conversions via a bespoke landing page. Due to Facebooks vast targeting options, we were able to target those who work in the medical industry, have previous medical education, or are currently in a medical related role. As well as target those who have an interest in the beauty and aesthetics industry and interested in a career in this field. Alongside this, we created specific graphics targeting medical and non medical experienced users, encouraging them to enquire.

Within the first couple of months the customer found they weren’t getting the volume of enquiries they wanted through the landing page. We did find however, they were receiving an influx of Facebook messages whom were coming from the Facebook ads. With this information, we switched over the ads and opted for a Facebook lead generation campaign. Our team and the customer found the volume of leads increased instantly and they were higher quality. With most campaigns, we typically find that Facebook ads directed to a bespoke landing page generate higher quality leads compared to lead generation ads. However, for Aesthetex Academy, this was a different story.