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Saniflo Specialists

Saniflo Specialists flush out the competition with PPC

Services used on this project:

PPC Design & Web Development Conversion Rate Optimisation Content Email Marketing

£500,000

revenue target smashed in year one

85%

of all conversions were from PPC

1,300%

return on ad spend

Project Overview

Website created to supply multiple ways for a customer to get in touch quickly given the timeliness of the situation.

Emergency messaging created to capture the USPs required, such as fast-turnaround and next day services.

PPC campaigns implemented on launch of the site as the sole digital marketing delivery channel, to drive highly relevant traffic to the website.

Keywords selected based on the macerator brand, problems and solutions to cater for all relevant searchers.

The Project

Company

With over 20 years in the industry, Saniflo Specialists’ team of expert engineers provide quality Saniflo installation, repair, service plan and maintenance solutions to homeowners and commercial properties.

Problem

As a start-up business in February 2021, Saniflo Specialists were looking to explode into the market, creating brand exposure to those searching for their services within their territories in the UK.

GEO-targeted campaigns were paramount, as regulations prevented Saniflo Specialists from advertising outside their territories. The structure of the business relied on several engineers to be based in certain UK locations, where their travelling radius allowed the locations to be targeted.

Solution

Unity began by building the website for Saniflo Specialists, introducing copywriting to accurately reflect their brand, services and territories. We created landing pages specifically for each area covered, providing users with the confidence that Saniflo Specialists served their area. Messaging and conversion methods were also geared toward the emergency requirements of a breaking toilet macerator system. Due to the emergency nature of the situation, we needed to support the user in making a quick decision and effectively portray the immediate impression of a swift service to allow the customer to be able to get in touch with the business in a timely way – crucial to the customer experience.

Upon the launch of the website, Unity configured and launched PPC campaigns separated by their target locations to enable the flexible switch on and off of locations. This is most useful when engineers in certain areas are out of office and the budget for these campaigns can be reallocated to alternative locations where engineers have additional availability. Our keyword research also uncovered search terms regarding brand, solutions, services and troubleshooting problems, where we adapted our ads to capture all types of these searches.

By adopting these keywords and specifically constructing the written content to target these topics and search terms, the organic presence of the website, although not directly part of the strategy implemented, increased the website’s findability in relation to campaign keywords. Therefore, traffic from the organic search channel and conversions, as a result, are in second place to PPC for performance.

The Results

Achievements

PPC produced at least 1.2K leads to the business in year 1.
Sanfilo Specialists is now in its 3rd year with Unity where conversions from Google ads has increased by a further 60% with less than 50% ad spend increase.
As a result of the success of the campaign and achieved revenue targets, the company has expanded and hired further engineers.

Channel breakdown of performance

PPC campaigns contributed to at least 83% of website users
PPC campaigns contributed to at least 85% of conversions
PPC campaigns achieved a conversion rate of 9.59%
PPC campaigns achieved an average cost per click of £2.64
PPC campaigns’ average cost per conversion of £27.51 which is 7.1% of their average order value
Organic Search achieved 162 conversions
Organic Search achieved a conversion rate of 9.29%

Let’s work together to develop your digital presence.

Working with Unity has been a game-changer for Saniflo Specialists. From the moment we partnered with them, their support in generating leads for the business has been incredible. Our business has gone from strength to strength, and it’s a direct result of the incredible lead generation activity they’ve driven. Frankly, our new customer leads are now run almost entirely by Google Ads, and we simply wouldn’t be where we are today without the Unity team’s consistent support and brilliant strategies. Thanks to the incredible growth of quality leads, we’ve been able to put more engineers on the ground than ever before. Our recent successful launch into London’s service area is a clear testament to the growth and success Unity has helped us generate. If you’re looking for a digital marketing partner who delivers real, measurable results and genuinely cares about your business growth, look no further than Unity. Highly, highly recommend!