Paid media strategy provides 74 more enquiries for local service provider

Although we work with Bespoke Funeral Care on a number of different channels, this case study focuses on the paid media strategy. We were asked to support their PPC accounts to drive more relevant users and website enquiries locally.

The core website objectives were:

• Increase local website visitors year-on-year
• Increase the number of calls year-on-year
• Increase the number of website enquiries year-on-year

1.Market Research / Competitor Research

As with all local service businesses, we looked into how Bespoke Funeral Care’s competitors were operating, how they were gaining customers and which keywords they were targeting. The research brought to light a number of opportunities which we were able to add to our paid advertising strategy.

2.Account Restructure

We inherited an existing paid media account which had existing historic data that became useful in understanding which keywords were likely to perform (provide enquiries) and which keywords have shown to not be so effective. We were able to restructure the account around keywords we had data to prove could work and around our new keyword research and business understanding.

3.Landing Page Creation

The pages which had previously existed were not created using best practice and they needed to be improved if we were to make the paid strategy as effective as possible. We created a number of new landing pages whose specific purpose was to improve the ad score and provide a better user experience and of course encourage people to enquire.

We’ve been generating results for Bespoke Funeral Care since 2021.

Here are just some of the achievements we’ve made with the account:

• 117% more website visitors year-on-year overall
• 114% more paid website visitors year-on-year
• 74 more enquiries year-on-year