Scaling new enquiries for an ambitious plumbing & electrics company.
Rennils faced difficulties with their lead generation campaigns and required a fresh perspective to help reduce acquisition costs.
Rennils Plumbing
A rapid response plumbing and electrician company in London.
- Background
- The Brief
- The Process
Rennils are an independant plumbing and electrician company operating throughout the South East of England. They predominantly assist clients with rapid response matters and were seeking an agency to deliver a scalable volume of leads at a competitive cost. Prior to partnering with MagnifyLab, their Google search campaigns were generating a poor ROI that was compounded by high lead costs.
The objective was clear in that Rennils required specialist expertise to deliver high intent enquiries at a competitive cost. The initial KPI's set by Rennils involved reducing lead costs by 50%.
Given the already saturated nature of the market, that involved going head-to-head against national brands Pimlico and Aspect, the task at hand was not straightforward by any means.
Our paid media team took time to review the Rennils account to identify the main issues that were responsible for poor account performance. With this insight, we proposed a tailored strategy that involved a full account restructure on Google Ads, in addition to introducing high converting landing pages for each service area.
This initially involved the curation of 30+ search campaigns that included multiple ad customisers to deliver more relevant advertisements to our target audience and drive higher CTR's. Due to the overwhelming success with our strategy, we absolutely smashed the initial targets and have since scaled the account into additional territories throughout the South East.
The Results
+596%
Monthly enquiries
+944%
Conversion rate
-78%
Cost per lead
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