The Client
Connectus Utilities is part of The Consultus International Group, they are experts in coordinating multi-utility siteworks, connections, disconnections and diversions. They handle electricity, gas, water and more, with experience in sectors such as manufacturing, retail, healthcare, education and transport, to name a few. Whilst based in Leicester, Connectus Utilities serve clients nationwide.
When Connectus came to us they didn’t have a Google Ads account set up and had not run any previous paid ads which meant they were missing out on advertising opportunities to enter the utility connections market.
Our targets & goals
Capture Leads from Local Businesses
Connectus needed to break into paid advertising and attract more enquiries from local hospitality and commercial clients, fast and cost-effectively.
Align Ads with Organic Strategy
We didn’t want PPC to work in isolation. The goal was to complement their ongoing SEO efforts and support a unified, multi-channel approach to lead generation.
Launch & Optimise a High-Performing Google Ads Account
Starting from scratch, we aimed to build a well-structured Google Ads account that delivered measurable, high-quality leads with a focus on data-driven optimisation.
The first step in any new partnership is to have a kick-off call to understand what the goals and KPIs are, what product offerings/services are a priority, and to set up communications and agree expectations.
During this period we set up campaigns tailored to the client’s goals, pushing profitable services whilst testing other campaign types such as Performance Max, to maximise visibility across multiple platforms, including YouTube, Gmail, Maps and other Google search partners. All of this was created and tested to generate quality leads from high-value customers using advanced audience targeting.
The account structure was set up with a granular approach using high-intent keywords. An efficient and organised structure was utilised to minimise wasted budget, whilst also speeding up learning processes and improving overall account performance.
Secondly, we set up accurate conversion tracking to monitor phone calls and contact form submissions driven by Google Ads. This is extremely important as it gives us detailed insights into which keywords and campaigns the enquiries are coming from, allowing us to optimise appropriately and reduce wasted spend.
Lastly, as time has gone by and the account has generated more data, we set up various internal calls with the relevant teams at Connectus to learn more about different areas of the business so that we can steer the campaigns and keyword structure, as well as understand the user journey in more detail.
What we achieved
The results were impressive. The goals set by the client were surpassed by 372% within the space of the first 5 months, delivering a record number of enquiries, whilst maintaining a higher level of quality. In those first months, we achieved a cost per lead of £27 which is low compared to the industry average for B2B businesses which is £93. The average click-through rate during this period was 4.2% which again is considerably higher than the industry average for B2B at 2.4%.
Off the back of these great results, Repeat Digital have now taken on 3 of the accounts under Consultus International Group. We’re tremendously excited to see what more we can do to take these accounts to the next level.
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“We have been really pleased to see such a positive number of new leads for the Connectus business since starting the PPC campaign. Our industry and proposition is very niche, and it can be difficult to find the right marketing tactics to attract new business. Repeat Digital provided a solid proposal and carried out extensive research into developing the right keywords and campaigns to deliver the number of leads we needed each month. Our campaign has gone from strength to strength and we look forward to it continuing to do so”
– Cassie Callender, Head of Marketing – Connectus Utilities
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