Building into the future of Bluebell Building Group
“As a family business that is relatively new to marketing, we were very happy with the level of guidance Harris Creative offered us, and the team’s ability to be flexible in support of our business goals. The agency quickly understood our business and our audiences and were able to create campaigns without us needing to invest a lot of time briefing or educating them on our market. I recommend Harris Creative’s SEO and PPC services to any construction company looking to increase its digital presence.”
– Rachel Dighton, Operations Director, Bluebell Building Group Ltd
About Bluebell Building Group
Bluebell Building Group is a leading provider of property maintenance solution in London providing electrical, plumbing, heating and carpentry services amongst others to domestic and commercial projects.
Bluebell Building Group’s objective was to increase traffic and brand awareness on the commercial page of their website through pay-per-click advertising.
Creating a pathway to Bluebell
Bluebell Building Group first came to Harris Creative in May 2022 for the redesign and optimisation of their website which has been supported by a monthly SEO retainer.
With a 4.9 Trustpilot score Bluebell is praised for its excellent service, professionalism and transparency. However, one issue they were facing was receiving enquiries from commercial clients, hence the need to increase their brand awareness and website traffic on their commercial page.
A B2B view on PPC
One key consideration when determining the strategy of this specific paid campaign was market segmentation. In B2B marketing, markets are diverse and what works for retail consumers might not work for businesses. As soon as we started working with Bluebell, we focused on:
- defining the services
- defining the location
- establishing audiences
- establishing keywords and search terms that were used throughout the ad text and the landing page.
We also made sure the landing page was optimised with relevant CTAs throughout the page, included trust-building messages, contact CTAs, and highlighted Bluebell’s services and value.
By creating a search campaign we benefited from an easy campaign set up and highly relevant targeting making it the ideal choice to reach our goal.
Seeing Bluebell’s results blossom
After three months Bluebell’s objective was achieved where the website traffic grew by 25% with 56% higher session duration and 48% increased engagement rate. Traffic to the commercial page grew by 394% compared to the previous quarter.
The ad received 39K impressions and 2.2K clicks with 5.88% CTR. The top performing keywords were commercial plumbing London, commercial property maintenance, commercial maintenance London, commercial carpentry London.