Paid Search strategy achieves ROAS of 10.8 for commercial AV specialist
Client Overview
Decorum is a leading commercial audio and video specialist, designing and installing high-quality sound and audiovisual systems across various commercial sectors. Their expertise spans education, hospitality, office spaces, medical and legal environments, as well as leisure and hospitality venues. Their clients include business owners renting space, building owners and management companies, and interior fit-out firms seeking cutting-edge AV solutions.
The Brief
Decorum faced several challenges that were limiting their business growth and profitability:
- Increasing Enquiries
- Attracting High-Value Projects
- Clarifying Service Priorities
The previous paid media management was not generating enough inbound leads, and the enquiries that were coming in, were often for smaller projects, reducing revenue potential. Decorum needed to determine whether to focus on residential or commercial services. The client struggled to link conversions directly to ad performance, making it difficult to measure success.
The Strategy
To address these challenges, we implemented a structured, data-driven approach:
Keyword Research & Campaign Restructuring
We conducted in-depth keyword research and restructured Decorum’s Google Ads campaigns to test both residential and commercial service offerings. This allowed us to evaluate which segment was more profitable.
Conversion Tracking & Data Analysis
We created a comprehensive conversion tracking spreadsheet, updated bi-weekly, to categorise and assess lead quality. This transparency helped us align our strategy with Decorum’s business goals.
Optimising Ad Spend & Focus Areas
Based on our analysis, we identified that commercial projects were generating the highest ROI. After a year of Google Ads management, Decorum decided to shift their focus entirely to commercial services, positioning themselves as the go-to partner in this space.
Website & Landing Page Enhancements
We revamped Decorum’s website, improving its usability and storytelling elements to strengthen brand identity.
Key updates included:
- Redesigned homepage and about us page to communicate Decorum’s expertise and credibility.
- New service-specific landing pages, enhancing lead generation and conversion rates.
The Results
Our strategic paid media management and website optimisations delivered outstanding results:
- Return on Ad Spend (ROAS): 10.8
- Duration with Us: 1.6 years
- Leads Generated: 126
By aligning Decorum’s marketing efforts with their business objectives, we transformed their online presence, increased high-value inquiries, and positioned them for long-term commercial success.
Looking for similar results? Contact us to elevate your paid media strategy today.
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We asked our clients to share their stories with us.
"They’ve been a massive support for me as I've been setting up my business and kept me really focused."
"I just watched your website review with my manager, and we were really impressed! Thank you so much for taking the time to do that, we really appreciate the feedback, and we are looking forward to talking with you later."
"I highly recommend Visibility Agency having worked with Anna George and the team for several years. They provide Bing and Google PPC (paid advertising) services to support lead generation for Stoneseed Ltd - An IT Project Management Services company. They are always consistent , helpful and full of suggestions to improve audience reach."
"Pleasure to work with Visibility . They were the one company that listened to our requirements and interpreted them into the actions we needed. Highly recommend the attention to detail and the reporting we have received."
“Has been great working with George, he really knows his stuff.”
“We receive regular updates, meetings and monthly reports, without fail. They've been an integral part to the growth of our business and cannot recommend them highly enough for both the management of your Google Ads.”