PPC case study
Penny Hydraulics

18th November 2019

Our brief

Lifting equipment manufacturer Penny Hydraulics approached our PPC team in late 2018, following success on their SEO campaign. They tasked our paid search experts with getting their relatively new Google AdWords account up and running and using it to drive more business enquiries through the site.

Penny Hydraulics website homepage screenshot

Our approach

Our first step was working closely with the client to gain a solid understanding of their service offering, target audience and marketing goals. This allowed us to determine where their advertising budget would have maximum impact and build our PPC strategy accordingly.

The next step was completing the client’s Google AdWords setup so that we could properly track user engagement and create audience lists. By segmenting our data and analysing who was best interacting with our ads, we would be able to adapt our targeting and maximise ROI.

Once we knew who we wanted to target and with what, we performed extensive keyword research and selected advertising channels. As well as creating tailored ads that would entice click-through, we helped the client develop highly relevant and trustworthy landing pages that would maximise conversion.

Our results

In the six months from April–October 2019, Penny Hydraulics have seen huge year-on-year improvements to key paid search metrics. Our strategy has secured more business enquiries while making more effective use of their advertising budget. The client is kept fully up to date with campaign progress via our online project management system and weekly campaign calls.

Market share
Cost per click
Cost per acquisition
Click-through rate

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