Client Overview
A regional home improvement and plumbing company in the UK approached YellowInk Digital to increase inbound leads from local customers. Their digital presence was outdated and under-optimized for location-based queries.
The Challenge
- No local landing pages or city-specific targeting
- Poor Google Business Profile visibility
- Weak ad targeting with low ROAS
- Untracked inbound calls and form submissions
- High cost per lead and low volume of qualified prospects
The Strategy
Location-Based SEO Overhaul
- Built separate service area pages (e.g., “Plumbers in Kent”, “Boiler Installation London”)
- Added local schema, FAQs, and map embeds
- Optimized Google Business Profile with reviews and Q&A prompts
Hyper-Targeted PPC Campaigns
- Launched tightly themed ad groups for top services
- A/B tested ad copy and extensions
- Ran call-only campaigns for urgent services
Lead Tracking & Funnel Optimization
- Integrated CallRail to track phone leads
- Used GA4 and GTM for form conversions
- Built custom thank-you page to measure high-intent contacts
Tools Used
Google Ads · SEMrush · BrightLocal · CallRail · Google Business Profile · GTM
Results Achieved (90-day period)
1. Monthly Qualified Leads:
Increased from 46 to 112, representing a 143% growth in high-intent inquiries through local SEO and precision-targeted PPC.
2. Cost Per Lead (CPL):
Reduced from £32 to £20.7, achieving a 35% decrease in cost per lead by optimizing ad targeting, running call-only campaigns, and improving local landing page relevance.
3. Local Keyword Rankings (Top 10):
Grew from 6 to 21 keywords ranking in the top 10, driven by location-specific SEO efforts including service area pages, local schema, and enhanced Google Business Profile visibility.
4. Return on Ad Spend (ROAS):
Improved from 2.1x to 6.2x, showcasing a nearly 3x increase in paid ad efficiency, as a result of focused budget allocation, A/B testing, and lead tracking integration via CallRail and GTM.
