Reducing lead costs by 54% for a leading structural steel fabricator in London.
Disappointed with performance delivered through a leading UK digital agency, Steelo instructed MagnifyLab to turn around their fortunes.
Steelo
Leading structural steel fabricators based in West London
- Background
- The Brief
- The Process
Steelo are a leading structural steel fabricator based in West London, delivering value at a competitive price without compromising quality. They aim to change the process of ordering steel, reducing lead times by adopting better scheduling and production control habits. They are very passionate about steel and believe in ‘a job well done!’
Working with one of the largest PPC marketing agencies in the land, Steelo were disappointed with campaign performance and felt they could further improve ROI with their on-going marketing investment. They were deeply frustrated so in stepped MagnifyLab.
Our expert PPC team audited Steelo’s Google Ads account to understand historical performance and quickly determined we could improve their results. During the audit, we discovered a host of areas for improvement, ranging from low conversion rates, low CTR’s and a high percentage of wastage due to a lack of negative keywords.
We devised a new account structure and introduced responsive landing page to help Steelo maximise performance and new business opportunities. The positive results quickly followed as Steelo were benefiting from a smarter strategy and better managed campaign.
Given the positive results, we have now expanded Steelo’s digital marketing strategy across the Google Display Network (GDN) and Bing.
The Results
+126%
Monthly enquiries
+121%
Conversion rate
-54%
Cost per lead
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