HOW MICROTECH FILTERS ACHIEVED A 120% INCREASE IN ENQUIRIES

800%

ROI from Google & Bing Ads

£35

cost per lead

8x

more profit than cost of spend

800%

ROI from Google & Bing Ads

£35

cost per lead

8x

more profit than cost of spend

THE CLIENT

Microtech Filters was established 25 years ago as an industrial filters manufacturer, specialising in producing pleated cartridge filters.

Their main manufacturing facilites are based in Nottingham but their client base stretches across the UK and worldwide.

THEIR GOALS

The aim was to get the Google Ads account set up correctly in order for it to generate quality enquiries that lead to more business for Microtech. Furthermore, the client was aiming to achieve a cost per lead of £100 as that was calculated to potentially be very lucrative for the company.

A team member at Microtech was running their Google Ads internally. They had absolutely no experience doing so and they had a feeling that they were wasting a lot of money, which is why they asked us to review the PPC account.

After our deep dive of the account, we did indeed find that the account was performing very poorly. This was for many reasons including, a poor campaign structure with far too many keywords in one ad group, broad match keywords generating a lot of irrelevant clicks, no conversion tracking and so much more.

WHAT WE DID

After discussing with the client about which type of filter manufacturing would be best to advertise and what the target market looks like, we got to work with creating the strategy and then building the new Google Ad campaigns.

One of the first things we did was set up conversion tracking to monitor phone calls and contact form submissions driven from the Google Ads. This is super important as it shows us what campaigns/keywords/ads are leading to enquiries and also which are not. This allows us to optimise the account accordingly.

Next, we planned a campaign structure that mirrored the types of filter manufacturing found on their website. We made sure that the ad groups were granular and only house relevant ads to compliment the keywords and boost quality scores.

We would love to tell you more but we can’t give away all our secrets. In summary, our strategy was designed to send relevant traffic to the corresponding webpage, leading to enquiries at the lowest possible cost.

THE RESULTS

The results were really quite incredible and we even surprised ourselves with its success. After 3 months we were achieving a cost per lead of £35, which was way under the £100 target. What helped, even more, was the fact that the client followed the Google Ad enquiries to see if they resulted in orders and, if they did, how much profit was made. After doing this we discovered that they were making 8 times the amount they were spending on the Google Ads and our management. The best part is there will be repeat orders too, meaning the figure will increase even further.

With the success of the Google Ads, we expanded the PPC advertising to Bing as well. The impressive results were replicated with our Bing Ads management, and then some. This is likely due to Microtech’s target market using Windows machines with Bing set as the default search engine.

SERVICES USED FOR MICROTECH FILTERS

Google Ads

SEO Services

Microsoft Bing Ads

STUART MOBILITY

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