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PPC Case Study

PPC campaigns reduce CPC by 15% for stone specialists

The Brief

Although we work with Stoneworld on a range of other channels, this case study focuses on the Pay-per-Click strategy. We were tasked with improving their Google Ads account overall to be able to increase the number of leads and sales that their paid media budget was achieving.

The Strategy

The paid media team at Visibility restructured the account to enhance campaign effectiveness and efficiency. We improved campaign layouts, limited keywords in ad groups aimed at boosting the "quality score" for improved cost-per-click and ROI. We resolved conversion tracking issues and established a comprehensive strategy to track conversions across various channels. Historical data informed us about previously effective ads and ad copy, guiding our strategy for testing ad copy to maximise conversions.

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 CTR year-on-year
-> Reduced bounce rate by 73%
-> 15% reduction in cost per click year on year
-> CTR of display campaigns Improved by 87%


Our Team

George Allsop

Managing Director & Founder

Anna Allsop


Dinija Ramanauska

Marketing Assistant

Ariel Zagórski

Video Editor

Rona Bernardino

Paid Media Executive

Paweł Sawczuk

Lead Web Developer

Our Approach

Our team of Paid Advertising experts analyse your commercial offering, the market you operate in and the wider marketing strategy. From this, we’re able to develop a bespoke strategy to meet the required outcomes. We take a data-led approach to constantly make important optimisations to maximise your budget and drive leads and sales for your business.


What To Expect

High-Performing Campaigns

Our team will develop paid advertising campaigns that will see a ROI on your advertising spend. We're constantly improving campaigns to lower the CPA (cost per acquisition).

Creative Messaging

We design creative messaging to ensure we're driving clicks and traffic to your website. We continually test new varieties to see which gets the best response.

Quality Leads

Our campaigns are designed to spend your money in the right areas. We generate quality, well qualified leads for your sales team to convert.

Pay-per-Click (PPC) FAQs

How much will I need to spend per month?

This depends on a number of factors. Firstly, ask yourself, what am I willing to pay to gain 1 client / customer for my business? It's important to consider the lifetime value of that customer.

How much will it cost per click?

Each keyword / search term will have it's own competition level and therefore cost per click. It's dependant on location and many other factors.

Can you run remarketing ads to my website visitors?

Yes. Remarketing ads are a really useful way to remind your website visitors to come back to your website and complete an action.

Who pays for the ad spend?

The ads account is solely owned by the digital partners we work with and therefore the ad spend is taken direct. The benefit of owning the account means that you have full autonomy should you wish to change provider.

Isn't Google Ads really expensive?

It can be if best practise isn't implemented. The structure and on-going maintenance of the account is designed to reduce the cost per click and get the ads shown to the right people.

I haven't ever tried Bing Ads, do people even use Bing?

Yes, you might be the main demographic but LOTS of people use Bing.

Let's make it happen

Our talented team of Paid Advertising experts cover all aspects to ensure the success of the strategy, here are the areas we can help you with:

Paid Search Agency (PPC Management)

PPC is one of the most common and cost-effective ways of advertising online. If you want to get your business in front of the right audience, PPC advertising is a fast and efficient method that gives great ROI (return on investment). Our team focuses on creating campaigns which are aligned with your business’s objectives and your buying personas. As a Paid Search Agency (PPC Management), we’re able to support your project.

PPC Audit

Although no pre-existing activity is required, any legacy data that is available from previous campaigns is of course advantageous for us to assess. Our team will audit your previous strategies to discover which have seen successes and which failed to be profitable along with the reasons why. We then use this to make recommended strategies for the next step in your Paid Advertising journey to success. 

Google Ads (formally Google AdWords)

There is a range of different platforms available and one of the most popular is Google Ads (formally Google AdWords). This leading platform facilitates Text Ads, Shopping Ads, Remarketing, Display and more. The versatility provides marketeers with a range of tools and targeting techniques to get your marketing messages across turning your investment into a return in the form of leads and sales. As a Paid Search Agency (PPC Management), we’re able to support your project.

Google Shopping

Are you an eCommerce business owner or marketing manager? The Google Ads platform provides eCommerce websites with a superb opportunity to get their products in front of the right people, at the right time and for the right price. We support businesses to make their performance and provide a ROI.

Google Ads International Campaigns

Does your corporate strategy include branching into overseas territories? We support organisations with their existing international strategy and can also develop a new bespoke strategy to meet your potential clients.

Display Advertising

Our team designs creative display ads to complement your wider marketing campaigns. We choose the key messaging, the right design and the perfect audience to help achieve the outcome you’re looking for.


Marketers work hard to drive relevant traffic to your site. We utilise remarketing campaigns to keep your existing audiences engaging with your brand to squeeze the most out of your marketing efforts. As a Paid Search Agency (PPC Management), we’re able to support your project.

Bing Ads

We work with a number of client who utilise Bing Ads to drive traffic to their website. Bing Ads offers good value for the money and is very competitive on Cost-per-Click (CPC) in comparison to Google Ads. As a Paid Search Agency (PPC Management), we’re able to support your project.

Visibility Agency Digital Marketing Podcast

The Visibility Agency® Digital Marketing podcast is produced by Visibility Agency®, A Digital Marketing Agency Providing Maximum Visibility, Minimum Stress.

The host of the show is George Allsop and he is often joined by Co-Founder, Anna Allsop.

In each episode, we’re either talking to marketers about their journeys and lifting the lid on their experiences or we’re providing insights into best practises and the latest news and trends in the fast paced world of digital marketing.

Watch Latest Episode