Deltron is a nationwide provider of lift services primarily for businesses. They offer a range of services where they offer installation of new lifts as well as maintenance for existing ones.

When we began speaking with the founders of Deltron, they were unhappy with the results from their agency. They were not provided with access to their own Google Ads account, and instead were just given insights from a superficial reporting tool that focused only on traffic.

Removal of stairlifts

Despite the team not wanting to push stairlifts, when we took the account on we found that this accounted for 60% of the account spend as it had not been negatived out. We added this and all its variants as negative keywords to the account so the budget could not get spent on this service.

Conversion set up

When we took on the account, despite spending £20k+ per month there were no conversion actions set up. We worked closely with the development team to provide direction for what CRO amends we needed implementing on the site. Alongside this we configured GTM, GA4 and Google Ads tracking, whilst setting up dynamic phone call tracking and lead form tracking.

Maximise Conversions

After gathering conversion data into the account, we altered the bid model to maximise conversions. This enabled us to communicate to Google what we wanted the algorithm to do; ultimately we weren’t concerned about traffic, instead we wanted high quality leads.

Restructure

We set-up different campaigns for the main services the team wanted to offer; lift maintenance, LOLER inspections, lift maintenance, whilst having the generic existing campaign and also adding a brand campaign. This allowed us to allocate more budget to the high value services.

Search partners

Once we had gathered sufficient conversion data, we could see that search partners had a significantly more expensive cost per conversion. Since the account was not limited by budget, and there was more traffic to go after, we excluded the low quality traffic that search partners were providing.

Usually if a well established account scales its spend, it will also see an increase in cost per conversion since its CPCs get more aggressive. However due to the improvements we made, we were able to scale spend whilst bringing the cost per conversion down.

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 the team were able to reduce spend from £20-£25k down to £15k, and still achieved far more leads than they had before we took on the account.

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