+240% Leads for South Yorkshire Windows at 21% Lower Cost Per Lead
What we did
South Yorkshire Windows partnered with us to transform their paid media performance after inconsistent lead quality and rising acquisition costs limited growth. Over several months, we rebuilt and scaled their PPC strategy to deliver consistent, high-intent leads at significantly lower costs – ultimately achieving 240% year-on-year growth in PPC conversions while reducing Cost Per Lead by 21%.
The Challenge
South Yorkshire Window’s key challenges were:
Improve Lead Quality & Consistency: PPC leads were irregular and not reliably converting into demos.
Controllable Growth: SEO and Google My Business leads were inconsistent in quality, making PPC the primary controllable channel for scaling.
Improve Cost Efficiency: Rising competition and increased search costs made efficiency crucial, especially as the brand campaign had historically dominated results.
Our Approach
We implemented a full-funnel restructure focused on efficiency, intent, and coverage:
Rebuilt PPC From the Ground Up: We prioritised non-brand growth, launching high-performing Search, DSA and pMax campaigns. Brand was intentionally paused for several months to ensure real, incremental volume from non-brand traffic.
Scaled High-Performing Campaigns Aggressively: Ongoing optimisation revealed DSA, Search and Location campaigns consistently delivered low CPAs, so we reallocated budget from underperforming campaigns to maximise efficiency.
Improved Lead Quality Through Better Data & Attribution: We aligned PPC data with our internal attribution system and the client’s CRM, introduced stricter lead-source tracking, and supported the sales team with automated lead quality synchronisation to improve qualification and demo rates.
Adapted Strategy to Seasonality & Market Behaviour: We reviewed Q4 historical data, expanded the postcode footprint, reintroduced brand spend strategically, and aligned seasonal budgets with user behaviour and intent.
