D J Recycling - Google Ads & SEO
Creating a holistic Google Ads strategy to deliver a 88.3% decrease in cost-per-acquisition
The Challenge
D J Recycling approached BarkWeb with a campaign that had been set up originally by the business owner. While the intent was to drive enquiries, the campaign was underperforming, delivering leads at a cost far above what was commercially viable. With an average cost per acquisition (CPA) of £52, the client recognised the need for a more strategic, cost-effective solution. The target was set: generate high-quality enquiries at a CPA of £10 or less.
The Solution
To transform campaign performance, we designed and launched a new Google Search campaign, underpinned by comprehensive keyword research to identify high-intent search terms that had previously been missed. Comprehensive conversion tracking was implemented to successfully attribute enquiries through the campaign, to be fed back to Google’s machine learning algorithm to improve performance further.
We structured the campaign into tightly themed ad groups based on key sub-locations within the Worthing area.
These included:
- Worthing-Specific Skip Hire
- Littlehampton Skip Hire
- Lancing Skip Hire
This geographic segmentation allowed for more relevant and targeted ad messaging, ensuring the ads resonated with users in each area. The new structure, combined with real-time Smart Bidding, enabled us to maximise conversion opportunities whilst controlling CPA.
The Results
Over the past six months, our partnership with D J Recycling has delivered strong and consistent improvements across all key performance metrics:
- Average CPA reduced to £8.67, down from £52 - a reduction of 83.3%
- Average conversion rate increased to 17.5%, up from 2.33%
- Click-through rate (CTR) rose to 15.4%, up from 4.37%
Thanks to these performance gains, we’ve successfully scaled the initial daily budget 5x, increasing lead volume without compromising on cost-efficiency. We’ve also launched a complementary Performance Max campaign to broaden reach and support the client’s wider paid strategy.
In tandem with their Google Ads activity, D J Recycling are now investing in SEO to build a sustainable pipeline of long-term organic enquiries - setting the foundation for continued digital growth.