Paid Media campaigns unlock growth over 3-year partnership

Client Overview

Stoneworld is a family-run business based in Oxford, specialising in bespoke stone projects for both interior and exterior applications, including swimming pools. Their passion for craftsmanship and expertise in stonework set them apart in the industry. Visibility has worked with Stoneworld since 2021, developing a digital marketing strategy that has significantly improved their traffic and revenue.

The Brief

While our collaboration with Stoneworld spans multiple marketing channels, this case study focuses on our Pay-Per-Click (PPC) strategy. Our goal was to optimise their Google Ads account to maximise the number of leads and sales while ensuring the most efficient use of 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
• Generating more high-quality leads
• Boosting sales in key product categories

The Strategy

To achieve these objectives, we executed a structured and data-driven approach:

Account Restructure

One of the first steps in optimising Stoneworld’s PPC account was a comprehensive account restructure. We analysed how the previous management had handled campaigns and identified inefficiencies. Our adjustments included refining campaign structures, reducing the number of keywords in each ad group, and improving ad relevance.

By focusing on quality score improvements, we enhanced ad performance, lowered cost-per-click, and increased return on investment (ROI).

Conversion Tracking

The inherited account had significant conversion tracking issues, limiting insights into performance. We implemented a robust tracking strategy that provided accurate conversion data across paid media and other marketing channels. This enabled us to make informed budget allocation decisions and optimise for the most effective channels.

Ad Copy Review & Testing

Leveraging historical data, we identified high-performing ads and built upon their success. We developed a structured testing approach for ad copy to refine messaging and maximise conversions. This iterative process allowed us to continuously improve campaign performance by focusing on the most effective ad variations.

The Results

We’ve been generating results for Stoneworld since 2021. Here are just some of the achievements we’ve made with the account:

• 22% increase in click-through rate (CTR) year-on-year
• 73% reduction in bounce rate
• 15% reduction in cost-per-click (CPC) year-on-year
• 87% improvement in CTR for display campaigns

Through these efforts, Stoneworld has experienced significant improvements in their paid media performance, leading to increased lead generation, higher engagement, and better overall marketing efficiency. Our ongoing collaboration ensures continuous optimisation and long-term growth.