Improving the paid search pipeline

About the project

Saniflo lead the market in providing pumps and macerators that allow people to install new bathrooms and kitchens without any major construction work. Our brief was to help Saniflo improve their paid search campaigns on Google AdWords with a focus on reducing spend but increasing conversions.

“Miromedia help us understand exactly how our paid search campaign works and what measures they take to continually improve it. They provide visibility on progress through a clear and simple report, as well as making suggestions to improve the campaign further. We’ve seen PPC conversions go up 282% and our cost per click was reduced from £2.48 to 45p.”Ann Boardman, Marketing Manager, Saniflo

Results

As well as seeing a 282% increase in monthly paid search conversions, Saniflo have seen their conversion rate rocket from 2.29% to 10.01%. They’ve also seen the click through rate from their ads go up 73% from 3.29% to 5.70%.

As well as considerably reducing total monthly spend, our innovative paid search tactics have also seen Saniflo’s average cost per click go from as high as £2.48 per click to just 45p per click.

282%
increase in PPC conversions

337%
increase in overall conversion rate

74%

reduction in click spend

Background

Saniflo were introduced to us by a partner agency as they needed a paid search specialist to improve their AdWords campaign. From the start, we could see that their paid search account had tons of potential but needed a fairly substantial overhaul to get the conversion figures Saniflo needed.

Research & Implementation

We worked with Saniflo to identify their target keywords and analysed data from their previous paid search campaigns to decide on a selection of keywords that we believed would convert most successfully.

A Successful Start

Saniflo saw an immediate impact from our campaign with a 282% increase in monthly paid search conversions after just 3 months. We also reduced their monthly spend by 77% in the same period, meaning they were spending considerably less and getting more back.

The Future

Having seen success with the Saniflo paid search campaign, we have recently been entrusted with the paid search campaign for a separate Saniflo brand, Kinedo, who provide accessible showers and baths. Thanks to fantastic feedback from Saniflo in the UK, our reporting has also been picked up and implemented in the marketing department at their French head office.

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