An Introduction
Why Google Ads Short Term?
This page explains why we want to deploy Google Ads short term to produce leads for the UK and if successful US markets.
Context
Why are we not generating leads from our current website till May / June 2026?
1. The Website built by E5 only ranked for 37 keywords of the 712 Keywords we identified when researching the competitors E Locker, Yellow Box, Vecos, Mobilesafe & Yourworkspace.
2. That research identified 40,710 locker solution searches a month in the UK with the E5 website securing 11 visitors a month from those searches 0.027% search volume share.
Keyword Research
Fix
To address this issue we researched the pages that needed building, their structure, content and linking strategy in order to establish Vpod & Crowdstor UK as Category leaders securing a minimum of 10% of that 40,710 searches a month.
That research showed we would have to build a website with 124 pages - to have enough authority in Google Search.
We determined that the build time would be Feb 1st to June 1st 2026 with one junior marketing Graduate, dedicated to the task.
This would then require 3 blogs a week to reinforce the site authority for 28 weeks to:
- Reverse the 77% decline in web traffic
- Lower the cost per lead from a staggering £8,048 per lead with E5
- To £652 a lead in year 1 - 2026 (website Google Authority build year)
- To £62 a year in 2027 (maintain Google Authority year 2)
As that build would take 5 months and then need reinforcing for 28 weeks after that with blogs targeting the lower volume Keywords.
The build plan for the website - the logic and page structures are here, along with early trend numbers from Google Analytics & Google Search Console.
Core Performance objectives
28 week blog plan to amplify Google search success
PPC Forecast
PPC Page Upgrade scores
Interim
To leave the UK dependant on two channels Partners & Existing customers with salesforce self generated leads is a budget risk.
We researched what a short term Google Ads Campaign could produce by month 3, identifying the high intent keywords we would need to target.
The table over shows the 6% click through rate we would need and the 4% click to lead conversion rate to produce 29 leads a month.
Barriers to Success
We then removed three barriers that caused the previous campaign to fail.
1. Web Page load speeds that caused 77.6% of the Google Ads traffic to abandon after waiting over 8 secs for the web page to appear. See the Fix and before and after here
2. When we ran the numbers on expected performance of the previous campaign, the page performance was a B, 78/100 against 8 page performance criteria. This meant that even if the traffic got to the page the conversion to lead rate would be 2-3% NOT a minimum of 4%.
3. The ROI Calculator
The previous campaign used an ROI calculator that:
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Had the wrong cost per door
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Did not send the ROI calculator results to the client
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Did not enter the prospect details in our CRM HubSpot
All of these are now fixed.
We have Improved the pages to A grade conversion rates by:
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Designing dedicated Google Ads Landing Pages for specific target sectors.
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Engineering all the CTA's (calls to action) so they trigger HubSpot alerts for marketing and sales.
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Added Microsoft Clarity so we can record page sessions and learn from the data.
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Set up Looker Studio performance tracking, again to learn and assess the campaign.
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Recruited an experienced Google Ads profession for £495 a month to set up the campaigns, measurement and run the Google Ads.
Note: The previous individual was £1200 a month and fresh out of college.
Success
The initial Campaign will be 3-6 months with the following planned:
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The Initial spend is restricted to the UK market with a cap of £2,000 for ad spend.
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In March we will tweak the campaign with any learns from:
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Microsoft Clarity - recordings
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Google Analytics - Data and performance insights
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Campaign performance stats from Google Looker Studio - campaign results.
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In April we will add a nurture campaign to increase conversion to lead rates from 4% to 6%, this de-risks performance and uses new high quality case studies and videos to encourage, nurture "suspects" to become prospects & pipeline leads.
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We have a US Campaign ready to go if the numbers match or exceed the forecast to increase lead generation performance in the USA.
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As the Website starts producing more leads from Natural Rankings in Google Search we will throttle the Google Ads campaign back.
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Current Forecasts are we will "Throttle Back in Q3" and further Throttle Back in Q4.
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IF the website produces leads earlier then we will throttle back earlier if we are on or ahead of Budget.
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PPC Pages USA - Ready once UK performance inline or beating forecasts.
