G20 Plumbing & Heating

G20 is a North Yorkshire based local Heating Engineer providing Boiler, Heating and Gas repairs, servicing & installations.

The Challenge
  • Grow online enquiries.

  • Restructure website to improve conversion rates and social proof.

Prior to working with Folifi, The owner of G20 was managing his own Google Ads. A poor account structure, lack of negative keywords and uncontrolled bidding strategy was costing his business money on irrelevant clicks. The account also had no conversion tracking installed so there was no way of knowing what ads were leading to contact form submissions, phone calls or call back requests. 

The Solution 

We started with completely resetting up the Google Ads account. Moving them off the Google Smart Campaigns and onto a manual, tightly structured Ads setup with different ad groups for each service G20 offers.


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We then set up all the conversion tracking correctly to help us and the customer know how many conversions they get but also helps us optimise the campaigns as we gather more data. We're then able to split test with Smart Campaigns to see if Google can optimise to increase ROAS even further.

Additionally, we optimised G20s website for conversions across all pages, this included adding CTA's in the right places, fixing the navigation, adding more imagery and improving the service page layout.

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Further optimisation.


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