An Overview
A specialist B2C broker operating within a niche market wanted to generate more enquiries from customers actively searching for its products online.
The opportunity was clear: improve the performance of it’s Paid Search campaigns and turn more of the existing advertising budget into genuine customer enquiries.
Vitale developed and continually optimised a targeted Google Ads strategy, focusing spend on high-intent searches, improving campaign efficiency and creating stronger journeys from search through to enquiry.
The challenge they faced
The broker was investing in Paid Search, but campaign performance wasn’t delivering the level of return they needed.
Poor conversion experiences were limiting the value of the traffic being generated, while confusion between different products made it difficult for prospective customers to quickly understand which option was right for them.
The challenge wasn’t simply to generate more traffic. It was to improve the entire journey from search to enquiry, creating clearer campaigns, stronger conversion experiences and a more efficient use of advertising spend.
The Problems That
Demanded Action:
Underperforming Paid Search campaigns
Existing campaigns were struggling to generate consistent results. Budget wasn’t always being directed towards the searches and products most likely to convert, limiting the overall return from Paid Search.
Poor conversion experiences
Even when the right customers reached the website, the journey to enquiry wasn’t working hard enough. Landing experiences needed to be clearer, more focused and better aligned with the intent behind each search.
Confusion between products a stronger conversion journey
The broker offered several specialist products, but the differences between them weren’t always immediately clear to prospective customers. This created friction and made it harder for users to identify the most relevant product for their needs.
A disconnect between search and enquiry
Campaign targeting, advert messaging and landing-page content needed to work as one connected journey. Improving this alignment would allow customers to move more naturally from their initial search to understanding the right product and ultimately making an enquiry.
How VITALE transformed their Paid Search performance
Rather than simply increasing spend or driving more traffic, Vitale focused on fixing the issues limiting performance across the entire Paid Search journey.
Campaign structure, targeting, messaging and landing experiences were reviewed together, creating a clearer path from the initial search through to the right product and ultimately an enquiry.
Campaigns: Rebuilding around customer intent
The existing Paid Search campaigns were restructured to better reflect how prospective customers were searching and the products they were looking for.
Keywords, search terms and campaign structures were refined around specific customer needs, helping reduce wasted spend and giving greater control over where advertising budget was being invested.
Product: Creating clearer routes to the right product
Campaigns and landing experiences were aligned more closely around individual products, helping prospective customers quickly understand which option was most relevant to their needs.
Advertising messaging was carried through into the landing experience, reducing confusion and creating a clearer journey from the initial search to the right proposition.
Conversion: Creating stronger landing experiences
Dedicated landing experiences were developed to give Paid Search traffic a more focused route to enquiry.
Messaging, content hierarchy and calls to action were refined to remove unnecessary friction, make key information easier to understand and give prospective customers a clear next step.
Optimisation: Focusing on commercial performance
Campaign performance was continually reviewed across keywords, search terms, adverts and landing-page conversions.
Rather than optimising solely around clicks or traffic, decisions were based on the activity generating genuine enquiries and commercial returns, allowing budget to be focused on the strongest-performing areas.
The numbers tell the story
Combining a restructured Paid Search strategy with clearer product journeys and stronger landing experiences helped transform the performance of the channel.
More of the traffic being generated converted into genuine enquiries, while advertising budget could be focused more effectively on the searches and products delivering commercial results.
Annual return on advertising spend
Increase in sales
Cost Per Acquisition
From underperforming campaigns to measurable returns
By restructuring campaigns, creating clearer routes between products and improving the experience after the click, Vitale helped remove the friction that had previously limited performance.
The result was more than an increase in traffic. Sales increased by 35%, while Paid Search delivered an annual return on advertising spend of 18.5:1, demonstrating the commercial impact of improving the complete journey from search to enquiry.
Do you want more enquiries
from your paid search?
Vitale can help you get more from your Paid Search budget by improving campaign performance,
removing barriers to conversion and focusing spend on what delivers results.