Creating a holistic SEO & PPC strategy to deliver an 132% increase in conversions.
The Challenge
Greenacre Recycling are the GREEN answer to waste management solutions, working across the South East region. As long-standing clients of BarkWeb, we are proud to have been working with them on their website since 2017. With their newest site receiving a lick of paint in 2022, Greenacre wanted to continue to grow, utilising our SEO and Google Ads services.
Greenacre’s goals:
- Rank on the first page of Google for key search terms
- Increase the ROAS of their Google Ads campaign
- Increase the number of conversions across the site
The Solution
As part of the website redevelopment process, careful consideration went into improving the speed of the site, as well as into reducing identified technical issues.
Not only that, but our experts implemented their CRO expertise, reducing potential barriers on the website preventing customers from taking desired actions, such as booking a skip or making a phone enquiry. Making navigation intuitive and ensuring that their pages loaded quickly, were key aspects of this strategic approach.
Post-website launch, an effective content strategy was drawn up, consisting of the optimisation of existing service-based landing pages and the creation of new landing pages, informed by industry-leading keyword research. Through the creation of targeted landing pages (focused on transactional intent), we've seen a vast uptake in organic traffic, over-delivering against campaign KPIs.
Due to the success of our SEO campaign, we were given the go ahead to restructure and hone Greenacre Recycling's Google Ads acount. Whilst a mix of campaigns had been running historically, they weren't generating consistent conversions at a competitive price. We sought to change that.
Our team of Google Ads gurus got to work, deciding to completely recreate specific campaigns from scratch. Ad campaigns were split between one-off, small domestic jobs and larger, 'big ticket' commercial jobs based on average-order-value (AOV). This allowed them to allocate budget to the jobs that generated more revenue for the business, overall having a substantial impact on the return-on-ad-spend (ROAS) of the account.
Since then, a dynamic remarketing campaign has been created, to reengage and nurture past and/or existing clients.
The Results
Since the project was started, we have managed to increase visibility of their online website by 400%.
- 350% increase in organic traffic to the site, as a result of improved keyword rankings
- 132% increase in conversions from Google Ads
- 1339% ROAS from Google Ads, compared to an industry average of 327%
- 56% reduction in cost-per-acquisition (conversion)
