Nellie Supports Case Study

How Nellie Supports more than doubled their team thanks to Google Ads wins.

nellie supports
nellie supports laptop

The Client

Nellie Supports is an Independent Social Work Practice specialising in adult social care and well-being. They have 3 key aims: to provide efficient, ethically-priced services to individuals, to support communities by reducing social isolation for adults of all ages and to promote and help businesses to implement positive mental well-being practices within the workplace.

Nellie Supports Mission:

“We want to create a positive social impact and make a difference to people’s well-being and mental health.”

The Goals

Goal One

Generate Higher Quality Google Ads Enquiries

Nellie Supports approached Repeat Digital in Spring 2019 with the aim to generate higher quality enquiries via Google Ads. Before Repeat took over management of their Google Ads, the account was receiving irrelevant leads from people looking for completely unrelated services.

Step Two

Minimise Wasted Budget

These included people wanting to buy tickets for football matches due to the broad match ‘mental capacity’ keyword.  Broad match keywords are generally used for testing only, as they pull in a lot of unwanted search terms and often waste a lot of budget, which is what was happening in this case.

The Strategy

When clients come to us having already used Google Ads before, we offer a free account audit in order to quickly assess the current profitability and potential success of their PPC marketing.

From Nellie’s audit, we quickly identified the key areas that needed improvement in order to make Google Ads a success. These were:

– Using appropriate keywords and match types

– Identify rogue search terms through regular communication between our account manager and Nellie’s team

– Spotting potential keywords to expand out campaigns, or create entirely new ones

– Testing automated bidding strategies that have worked well with similar businesses we have worked with previously. Automated bidding strategies allow Google to take more control, based on the data gathered in your Ads account. It allows them to target users that their algorithm deems best fit to your goals, whether that be for leads, sales or brand awareness.

– Focusing on conversions from phone calls as these leads were generally of higher quality

The Results

When Repeat took on the account in May 2019, Nellie Supports started with an initial budget of £300 a month, having already spent £1,500 on Google Ads with little to no return.

Having worked through our tailored strategy, we started seeing encouraging results. As the Google Ads account increased in performance, so did the client’s trust in us and the service we were providing. 12 conversions in the first month from £300 ad spend gave Nellie the confidence to up their ad budget to £800 in month 2. This ensured we were targeting as many potential customers as possible.

Their ad budget has since further expanded their budget and added Microsoft Advertising4, both of which are going from strength to strength.

Often when increasing ad spend, the cost per conversion also increases, however with Nellie Supports, theirs remained steady at an average cost of £33 per conversion each month. This has allowed Nellie to grow not just their revenue, but their team as well.

Thanks to the success of Nellie Supports digital marketing, the business has grown, with 2 new hires within the first 12 months of trading. They had to expand in order to manage the ever-increasing workload.


Increase in Conversions Year on Year


Increase in Clicks Year on Year


Decrease in Cost per Conversions

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