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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%

What is PPC and why is it worth implementing?

Pay-per-click (PPC) advertising, in other words, paid search marketing or search engine marketing (SEM), refers to the paid-for ads that appear alongside, above or sometimes below the organic search engine result pages (SERPs). For example, on Google, they are usually labelled with something like ‘AD’ to indicate to users that they are, in fact, paid-for advertisements.

Why is it worth it to implement PPC campaigns in your marketing strategies? Well, optimising a page to rank in organic search results can be sometimes difficult and very time consuming. Thus, using PPC gives you a better chance to put your site higher up in SERPs than your competitors’ websites, which equals more traffic to your website and potential customers. Our PPC Nottingham experts will help you to develop effective PPC campaigns!

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These are some of the benefits of pay-per-click advertising (PPC):

It Quickly Generates More Traffic For Your Website

PPC advertising can generate a lot of traffic while you wait for your SEO to start working. It can take days if not months to get your website to rank higher through SEO. PPC advertisements can get your site in front of your target audience almost instantly.

It Increases Conversions

Highly targeted PPC ads equal more traffic, which also equals better chances of conversion. Your PPC ad messages will appear only in front of the right users – people who have typed your chosen keywords into Google in the geographical areas that you’ve chosen. This then leads to getting new customers that are interested in your products and increases your ROI.

It Gives You Full Financial and Editorial Control

With PPC advertising you only pay if someone clicks your ad. Also, there is no minimum spend and long-term obligations. You can set your maximum monthly budgets for each campaign and maximum amount that you are willing to pay per ad click.

It Allows You To Measure Ad Performance In Real Time

PPC ads campaings give you an opportunity to see results while they are still running. Real-time data insights mean that you can adjust your keywords and introduce other changes to make the most of PPC ads. Moreover, analytics can show you demographic data that can be used for any of your other marketing activities.

Pay-per-Click (PPC) FAQs

How does pay-per-click work?

Pay-per-click or PPC is a type of online advertising where you pay a third-party website to drive traffic to your website through ads. You’ll pay a sum each time a user clicks on your ad.

How much does PPC marketing cost?

The cost of PPC Nottingham varies depending on the keyword or search term you are bidding on. This cost can be influenced by location, trends, the industry, and many other factors.

What is an example of PPC?

When you see creative banners at the side of online news sites, or on YouTube, they’re examples of PPC marketing.

Do people actually click on Google Ads?

Yes, they do. Google is also the most frequently used search engine so it’s a great tool for advertising your business.

Our Approach

As experts in PPC in Nottingham, we’ll work with you to develop a bespoke strategy that gets you in front of your ideal audience. First, we carry out in-depth research to understand your offering, your competitors, and your target market. Using the data we’ve collected, we’ll create a pay-per-click advertising campaign that will transform your brand’s digital strategy and get you noticed.

We care about all the small details that impact the bigger picture, that’s why we periodically report on our findings and review them too. This ensures you have a marketing campaign that’s fully optimised⁠ to meet your business objectives. We’ll streamline your spending, generate new leads, and increase your return on investment.


What can you expect?

Data-driven strategies

We use our love for data to understand your customers’ motivators and optimise your online marketing campaign to keep you ahead of the competition.

Creative messaging

We know what it takes to deliver a stand-out ad. And it’s more than just keywords. Connect with your customer with copy that speaks directly to them.

Transparent reporting

Take the guesswork out of your PPC Nottingham strategy with totally transparent reporting. You’ll understand how your campaign is supporting your business objectives, and how we need to optimise it.

PPC agency in Nottingham

We love helping businesses achieve their goals. Our PPC Nottingham experts will implement for you highly-targeted PPC ads to gain more traffic to your website and conversions. Get in touch with us now and we will generate for you a very healthy return-on-investment (ROI). Still got some doubts? We are offering you a free SEO website review to give you an idea of what we can enhance for you.

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Why choose Visibility Agency as your PPC agency in Nottingham?

We’re small in size, but certainly not in expertise. We’re a growth-hungry digital marketing agency with tons of knowledge to offer. Not only do we love helping business owners achieve their vision, but we’ve also worked with plenty of them on successful PPC Nottingham campaigns. 

And we’re an official Google Partner, so you know we’re experts in high-performance PPC campaigns. But we’ll let our results do the talking. Our campaigns have increased transactions by 86%, reduced cost-per-click by 41%, and much more.

Our PPC Services

PPC Management

At Visibility Agency, we understand that managing PPC campaigns can be a challenging task. It requires constant planning, monitoring, and reassessment of ad performance and quality score, such as bidding on relevant keywords, adjusting bid strategies, targeting the right audience, tracking conversion rates, creating effective headlines and descriptions, and more - the to-do list is endless. Optimising Google Ads and Microsoft Ads accounts can be time-consuming.

Fortunately, our PPC Nottingham team specialises in all things that have to do with PPC management. We are confident that our team can efficiently manage your campaigns, ensuring they are structured, run, measured, and targeted with the utmost efficiency in mind. With our PPC Management Nottingham services, you can rest assured that your campaigns are in good hands.

Display Ads

Display ads are a visually captivating and budget-friendly way to promote your products online. Regardless of their size, businesses use Google display ads to grab the attention of digital consumers, leveraging the format's excellent visibility and targeting capabilities.

Our team of PPC experts is here to help you integrate display ads into your PPC marketing strategy. We handle every aspect of display advertising, from developing your bid strategy and targeting the most profitable keywords to advising you on ad placements, crafting compelling ad copy, designing your ad, and more. As your trusted PPC Agency Nottingham, we'll work together to bring your ads to life and achieve your marketing goals.

Remarketing Ads

We have all experienced the incredible power of remarketing at some point in our digital lives. You know, those shoes or gym equipment you stumbled upon while browsing online that seem to follow you around the internet? Remarketing ensures that these products remain top of mind for potential customers long after their initial discovery.

From an advertising standpoint, remarketing is a fantastic way to drive valuable conversions over the long-term. It targets customers who have visited your website and shown interest in a particular product or service, increasing the likelihood of a successful sale. If you're eager to make remarketing work for your business, our PPC Management Nottingham team is here to help. We have the expertise to create a successful remarketing campaign that will drive results and achieve your goals.

Google Shopping

Google Shopping is the undisputed leader of eCommerce advertising. With featured products displayed prominently at the top of search results pages and within Google Shopping itself, the service is a highly lucrative marketing channel for all kinds of advertisers.

By displaying a product image, price, and other essential information, Google Shopping ads immediately attract qualified leads as they show at the top. You'll also benefit from automated keyword targeting, a better user experience, higher conversion rates, and improved visibility of your eCommerce products. Our PPC Management Nottingham team is here to help you take full advantage of Google Shopping and get more conversions. Don’t wait and transform your marketing with us.

Google PPC Nottingham

Our agency has a team of experienced PPC professionals who are skilled in creating, managing and optimising PPC campaigns. We use advanced tools and techniques to research and select the most relevant and high-performing keywords for your business. We also advise our clients on how to create compelling designs for ads and landing pages to attract and convert visitors into customers.

We specialise in targeting specific geographic locations, which means that we can develop campaigns that target your audience nationwide as well as in more precise locations such as Nottingham. This will allow you to reach local customers who are most likely to be interested in your products or services.

In addition to running PPC campaigns on Google, we also offer a range of other digital marketing services, such as SEO, social media ads and email marketing. Our goal is to help you achieve the best possible ROI. Don’t hesitate to contact us for a free consultation.

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Let's make it happen

Whether you’re completely new to PPC marketing or want to streamline your ad spend with targeted campaigns, we’re a team of experts who deliver game-changing results.

PPC Nottingham

We’re a PPC agency based in Nottingham, and we’re obsessed with delving deep into all things data. We’ll listen to your business objectives and turn them into a reality with cost-effective and data-driven PPC strategies. We pride ourselves on our proven track record of driving continued growth for our clients.

PPC Audit

Do you need a PPC audit? If you’ve ever run a PPC Nottingham campaign before, then most definitely. They’re a great way to analyse how well your campaign performed, we’ll look at things like keyword performance, ad spend, and more. We’ll chat to you about our findings and recommended the next steps needed to achieve your KPIs.

Google Ads (formally Google AdWords)

If you’re not advertising your business on Google, you’re missing out on reaching a huge pot of potential customers. We’ll review your offering and chat about your KPIs, then we’ll use our expertise to level up your paid search strategy with PPC marketing that will have you appearing in all the top search result spots.

Google Shopping

For those customers who already know what they’re searching for, Google Shopping is perfect for getting in front of them. We’ll map out how your customers are using Google to search for products, then create a strategy that makes sure you’re coming out on top for those search terms.

Google Ads International Campaigns

If one of your key business objectives is international growth, you’ll have looked into Google Ads International Campaigns. But if you struggle to get your head around PPC Nottingham, it’ll be even trickier in another language. Let us help you target new and existing customers with international campaigns that will increase your brand awareness all over the world. 

Display Advertising

When it comes to display advertising, an ad that connects with your customer on a deeper level can have an incredible impact. With our creative expertise, we’ll create ads that will capture the attention of your customer and increase your brand awareness.


Target previous website visitors with an effortless remarketing strategy. We’ll create an effective Nottingham PPC campaign that resonates with your audience. It’ll remind them why visited your website in the first place and make them head straight for the checkout. 

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