How We Transformed Lead Generation For a Mystery Shopping Business With a Balanced SEO and Ads Strategy.
Many businesses often struggle to generate sufficient high-quality leads and convert website visitors into actual customers, especially when they rely on DIY marketing efforts or attempt to run a campaign themselves, with limited knowledge. And let’s be honest, that’s exactly why businesses like us exist.
That’s where a professional agency like the team here at Altitude Internet can help.
We partner with growth-focused businesses to create tailored strategies that combine search engine optimisation (SEO) with performance-optimised Google Ads campaigns, often abbreviated to pay-per-click.
One particular example of our work is a decade-long relationship with a client in the mystery shopping space, where our approach has helped deliver sustained growth in traffic, conversions, and return on investment over nearly a decade.
We first met this client in 2016. They had attempted to run their own campaign with limited success; they were making the typical mistakes that many businesses do by targeting broad match keywords, with a manual bidding strategy and little to know SEO being undertaken, outside of a few simple blog posts.
We put together a tailored plan to focus on driving instant traffic with Google Ads, whilst building a medium to long-term strategy out of search engine optimisation.
Their Google Ads were running but not generating any high-quality converting leads, and their organic search visibility was limited, meaning their business was missing out on valuable top of the funnel traffic that their competitors were already dominating the search results for.
Many of their competitors, which they deemed to be less worthy businesses, were dominating page one, and there was no real cohesive strategy in place.
This meant that they were spending money without seeing any reliable growth in enquiries or conversions, which was obviously a frustrating position and a position that many businesses often find themselves in.
We knew that in order to drive long-term growth, we needed to do more than just tweak their ad spend or optimise a handful of keywords. Our plan elevated the customer’s entire digital presence through a dual strategy approach.
We started with a detailed SEO audit to uncover where the client was underperforming. Our strategy focused on keyword research, on page optimisation, competitor analysis, And then putting together a content calendar including long-form content and blog posts designed to rank for informational and high intent type keywords.
With improved technical fixes, which helped to improve the website load speed, index-ability and mobile performance.
These efforts began to build a sustainable organic visibility and drive more qualified visitors to their website.
At the same time, whilst the SEO was laying the foundation for their organic growth, our Google Ads team also got to work.
Detailed competitor analysis was undertaken, including analysis of the competitors that frequently appeared in the top positions for ads based on high-intent keywords.
We then created a brand-new Google Ads account from the ground up to focus on the most important keywords with the most intent behind them.
Initially, we targeted a 60 mile radius from their office and gradually, over time, as they have scaled their budget, they also extended their radius to 80 miles, 100 miles, 150 miles and eventually UK wide.
This combined SEO and Google Ads strategy has helped to generate strong results that went far beyond simple incremental improvements.
We saw a significant increase in their conversion rate, with one campaign generating a 20% conversion rate from click through to form submission or direct telephone call.
Together, our strategy has helped to drive a consistent, high-quality and growing volume of leads each year, from a combination of both paid traffic and the important organic channel.
The reality was that this customer was ambitious and was continuing to grow, so they actually increased their Google Ads spend at the same time as their organic visibility was growing.
Not all digital marketing strategies are created equal.
And a standard approach often leads to wasted budget, lower conversion rates and missed opportunities.
By working closely with this client over a 10 year timeframe, we rolled out a well executed and integrated strategy, helping to maximise their return on ad spend, improving their organic visibility, credibility and trust, and turning more clicks into real business opportunities.
If your business is struggling to get consistent, high-quality leads, whether through organic search or paid ads, we may be able to help you, too.
We specialise in helping businesses generate more traffic, leads and enquiries and have over 10 years’ worth of experience behind us.
With a professional team of over 40 digital marketing experts with offices in the UK and Ireland, we help businesses grow globally.
Click here to schedule a call with our team.
From here, we will take a deep dive into your current digital marketing activities and to see if we feel we can add value.
If you found this case study interesting, please click here to read some other recent case studies of other real-life clients that we have been working with.
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