300% Increase in Trade Leads for Safety Edges & Smart Gate Controllers
How my tailored campaigns & bespoke landing pages increased leads for IN2 Access & Control Ltd.
Overview
IN2 Access & Control Ltd began working with me because they wanted to generate additional trade leads for their safety edges and smart gate controllers.
As a result, I created tailored campaigns with laser-focused targeting, compelling ad copy and bespoke landing pages.
This resulted in a 300% increase in trade leads with a marked improvement in lead quality and lower cost per clicks. The solution that I implemented was highly effective and had a positive impact on their lead generation efforts.
Who
They are a supplier of sensor and control technology for the door, gate, barrier and perimeter security markets.
With over a decade of experience, they provide both standard and bespoke solutions for trade customers across the UK.
Alongside a wide product range, they offer hands-on training and support to help installers get the job done confidently and safely.
Challenge
They wanted to generate trade leads for a selection of their products, with a particular focus on their safety edges and smart gate controllers.
Although the process has been relatively straightforward for their safety edges.
It has been particularly difficult to obtain predominantly trade leads for their smart gate controllers.
This is due to the number of end users also searching for the product.
Solution
I split everything into separate campaigns so each product could have its own targeting and messaging.
I also tightened up the keyword list to focus purely on trade intent, helping the ads reach the right people.
Alongside that, I wrote trade-focused ad copy designed to cut out end-user clicks while still being strong enough to pull in genuine trade enquiries.
“Kevin is very knowledgeable and friendly, providing great customer service. He helped launch the PPC campaigns for our company and provided guidance every step of the way.Once the campaigns were under way, his reporting and recommendations to improve the campaigns were invaluable. Highly recommend.”
Bespoke Landing Pages
Finally, alongside monitoring, on-going optimisation and additional fine tuning, I also created bespoke landing pages.
These landing pages continue to provide a relevant and specific experience for their potential customers, resulting in increased quality scores and lower cost per clicks.
By directing visitors from the ads to a page that matches the content of the ad, I have also significantly improved message relevancy and their landing page experience (quality score). This has also increased the chances of converting visitors into customers.
Results
As a result of the initial campaign setup and on-going optimisation, they have experienced a significant increase in trade leads for their safety edges and smart gate controllers.
The efforts put into ensuring message relevancy and reducing clicks from end users (while focusing on trade users) paid off with a whopping 300% increase in leads.
The company also saw a marked improvement in the quality of leads generated, combined with a lower cost per click.
These results showcase the effectiveness of the solution that I implemented and the positive impact it has had on the company’s lead generation efforts.
• 300% increase in leads
Conclusion
IN2 Access & Control Ltd faced a challenge of generating trade leads for their safety edges and smart gate controllers, as there were a high number of end users also searching for the product.
To overcome this challenge, I implemented a comprehensive solution which included tailored campaigns, laser-focused targeting, compelling ad copy, and bespoke landing pages.
The result of these efforts was a significant increase in trade leads for both safety edges and smart gate controllers.
Additionally, the company saw a marked improvement in the quality of leads generated and a lower cost per click.
