Starting point
The client wanted more mortgage enquiries from PPC, but not at any cost. They needed enquiries the business could afford to buy and follow up properly.
What changed
We rebuilt search campaigns after researching the market, keywords and customer groups that mattered most.
We moved bidding toward return on ad spend so the account could focus on the most valuable visitors and times of day.
We kept improving keywords, bids, audiences and demographic targeting as performance changed.
We reviewed user sessions and page data, then tested clearer page layouts, navigation and messages. The test page improved conversion rate by 52% compared with the original page.
The results
- 42% reduction in CPA from PPC
- 52% improvement in onsite conversion rate
- Sustained optimisation with audience and bid refinements
What this shows
Better campaign structure and a clearer landing page worked together. The account found better traffic, and the page helped more of those visitors take the next step.
