Deltron

Deltron is a nationwide provider of lift services, primarily for businesses. They offer a range of services, including the installation of new lifts and the maintenance of existing ones.

When we first began speaking with the founders of Deltron, they were unhappy with the results from their previous agency. They had not been given access to their own Google Ads account and were only shown insights from a surface-level reporting tool that focused only on traffic.

Removal of stairlifts

Although the team did not want to push stairlifts, when we took the account on, we found this service accounted for 60% of the account spend as it had not been negatived out. We added stairlifts and all their variants as negative keywords so the budget could no longer be spent on this service.

Conversion set up

Despite spending £20k+ per month, there were no conversion actions set up when we took on the account. We worked closely with the development team to give direction on the CRO changes needed on the site. Alongside this, we configured GTM, GA4, and Google Ads tracking and set up dynamic phone call tracking and lead form tracking.

Maximise Conversions

Once we had gathered conversion data, we changed the bid model to maximise conversions. This let us tell Google clearly what we wanted the algorithm to do; we were not concerned about traffic, we wanted high-quality leads.

Restructure

We set up different campaigns for the main services the team wanted to focus on: lift maintenance, LOLER inspections, and new lift installation, alongside the existing generic campaign and a new brand campaign. This allowed us to allocate more budget to the high-value services.

Search partners

Once we had gathered enough conversion data, we could see that search partners had a significantly higher cost per conversion. Since the account was not limited by budget and there was more traffic available on Google itself, we excluded the lower-quality traffic from search partners.

Usually, when a well-established account scales its spend, the cost per conversion goes up too, as CPCs get more aggressive. With the improvements we made, we were able to scale spend while reducing the cost per conversion.

Results

We brought traffic right down and conversions right up, driving the performance the team actually wanted. The account became so efficient at driving quality leads that Deltron reduced spend from £20–£25k to £15k per month, while still achieving far more leads than they were getting before we took on the account.