For the past few years, we have managed the online ads for Land Science, a ground investigation and geotechnical engineering company based in the south of England.
Land Science provides geotechnical and environmental consulting services, including ground investigation and laboratory testing. Their team has extensive experience working on both residential and commercial projects across the UK, including large-scale civil engineering projects.
When they approached us about digital marketing services, they wanted to replace their website and were also looking to generate more high-quality leads.
Generating leads for companies which offer highly technical services can be challenging, and if you don’t approach it with care and attention you can quickly burn through your advertising budget and end up with lots of irrelevant enquiries.
Land Science’s target audience also posed a challenge as it needed to capture both b2b leads from companies (construction companies, holding companies, property developers etc.) but also b2c leads from individuals looking to buy or sell potentially contaminated land.
Web Design
As part of our digital marketing services, we built a new website for them (https://www.landscience.co.uk/) and set up Online Ads targeting Google searches related to their services. This process started with a conversation with the client about the types of enquiries they were currently getting, and more importantly, the types of enquiries they wanted. This helped us draw up an initial list of keywords to target.
While we often create landing pages for our ads clients to drive conversions, there are occasionally clients like Land Science where we choose not to. This is because the services they offer are highly technical and their potential customers are likely doing quite a bit of research before they make contact.
With this in mind, sending Google users straight to their full website felt like the best choice so that potential clients could see all the services Land Science offer and could more easily research them before making an enquiry. Also, as we built the website ourselves, we could incorporate some of our best practices into its layout to help drive conversions without having to create a separate landing page.
Paid Ads
Since their ad campaign launched, we have continually refined their ads campaign, ensuring that only the most relevant searches trigger their ads. We have also experimented with different ad text and images to find the most effective combinations to attract their target audience.
We liaise with Land Science regularly and they provide us useful feedback on the leads we generate which helps us refine the campaign further and maximise the ROI of their ad budget.
We have recently taken advantage of Google Ads’ latest AI-driven features (like Performance Max) as they have become available to ensure that Land Science’s account is always using the most up-to-date strategies to generate leads.
As a result of our work, Land Science has received hundreds of high-quality leads with a large return on their ad spend. Many these leads have developed into paid work and in 2023, as a result of the ad campaigns we manage for them, the revenue generated was a 448% return on their ad spend.
If you are interested in Carden Digital helping your business find more leads online, contact us for a free no obligation audit.