Integrated digital strategy drives huge uplift in revenue over 4-year partnership

Client Overview

MX Display Limited specialises in the design, development, manufacturing, and installation of large-format printed graphics for commercial environments. They have collaborated with major organisations such as Cancer Research UK, Coca-Cola, and many more. Their innovative approach and commitment to exceptional customer service set them apart in the industry. Visibility has been working with MX Display since 2019, developing a marketing strategy that consistently drives strong results.

The Brief

While our partnership with MX Display spans multiple marketing channels, this case study focuses on the Pay-Per-Click (PPC) strategy. Our primary objective was to optimise their Google Ads account to increase both the number of leads and overall sales while maximising their paid media budget.

Their core objectives included:

• Enhancing and optimising existing paid media accounts
• Reducing cost-per-click (CPC) while improving efficiency
• Increasing click-through rate (CTR) across campaigns
• Driving more high-quality leads
• Boosting sales in key product areas

The Strategy

To achieve these goals, we implemented a multi-faceted approach:

Campaign Restructuring

When taking over an existing account, we often find that previous management has led to inefficient ad spend. MX Display’s account was no exception. Our first step was to restructure the campaigns for better segmentation, ensuring a more logical and performance-driven setup.

We organised keywords into specific product categories and service areas, allowing for better control over landing pages and budget allocation. This restructuring also improved the account’s Quality Score, which in turn helped our ads outperform competitors in Google’s auction system, ultimately leading to better results at a lower cost.

Optimised Landing Pages

Beyond ad management, landing page performance plays a crucial role in PPC success. Leveraging our expertise in user experience (UX) and conversion rate optimisation (CRO), we made strategic improvements to MX Display’s landing pages.

Key enhancements included:

• Crafting compelling, customer-focused copy that clearly communicated MX Display’s value proposition.
• Aligning landing page messaging with ad content to maintain consistency and improve conversions.
• Enhancing layout and design elements to boost engagement and user experience.

By refining these elements, we ensured that potential customers not only clicked on the ads but were also more likely to convert once on the site.

Data-Driven Testing & Bidding Strategies

To further improve performance, we rigorously tested different bidding strategies. Rather than relying on assumptions, we allowed campaigns to gather data over time, enabling us to make informed, data-driven decisions.

We carefully analysed:

• Click-through and conversion data to determine the most effective bidding approach.
• External factors, such as seasonality and historical trends, to adjust strategies accordingly.

This iterative approach allowed us to continuously refine the campaigns for optimal performance.

Conversion Tracking & Measurement

Accurate tracking is the foundation of any successful PPC strategy. When we took over the account, conversion tracking (including contact form submissions and phone number clicks) was not properly set up, leading to unreliable data.

We implemented robust conversion tracking to:

• Ensure all key actions were properly measured and attributed.
• Connect relevant analytics tools and software for seamless data flow.
• Provide MX Display with accurate insights into campaign effectiveness, enabling more informed business decisions.

With this system in place, not only can we measure PPC success more accurately, but MX Display now has access to valuable data that informs broader marketing and business strategies.

The Results

We’ve been generating results for MX Display since 2019. Here are just some of the achievements we’ve made with the account:

• 232% increase in click-through rate (CTR) year on year
• 41% decrease in cost-per-click (CPC) year on year

Since implementing these strategies, MX Display has seen significant improvements in their PPC performance, including:

• Increased lead volume from paid campaigns
• Lower cost-per-click and higher return on ad spend (ROAS)
• Improved conversion rates through better ad relevance and landing page optimization
• A more data-driven, strategic approach to paid media

Through our ongoing partnership, we continue to refine and optimise their campaigns, ensuring sustained success and continued growth for MX Display.