Vpod PPC Plan
A high-performance PPC programme doesn’t begin by piling money into Google Ads — it begins with a structured, controlled testing framework designed to validate intent, understand cost behaviour, and identify the highest-yield opportunities before scaling spend.
The PPC plan outlined here follows a three-phase model: Test → Expand → Optimise. Each step reduces risk, increases certainty, and builds a predictable acquisition engine. The Team detailed below are responsible for delivery.
Phase 1 – Test (Nov–Dec 2025) focuses on validation, not volume. The goal is to understand which keywords convert, which messages resonate, and what landing page experience generates the best early signals. At this stage, we deliberately run low-risk budgets to measure demand, cost per click, form-fill behaviour, and keyword intent. The KPI is simple: find the early winners. This ensures the business avoids wasting money on keywords with high cost and low commercial value.
Phase 2 – Expand (Jan 2026) activates once the winning themes are proven. Here, spend increases strategically as we scale into full product verticals, build more targeted ad groups, and introduce refined landing page variations. During this period, volume grows while cost per lead begins to fall due to stronger relevance, improved Quality Scores, and better alignment between search terms, ads, and landing page structure. The focus shifts from discovery to controlled growth.
Phase 3 – Optimise (Feb 2026) is where the PPC engine becomes commercially reliable. By this stage, landing pages have been refined through A/B testing, CTAs have been tuned for conversion, and a clear understanding of the ideal customer search behaviour has emerged. The aim is to achieve peak efficiency: stable cost per acquisition, predictable lead flow, and confidence that paid media is delivering profitable growth.
This phased approach ensures PPC investment becomes data-led, scalable, and fully aligned with revenue objectives.
Page Menu - Naming conventions will become clear
PPC Context
A Data Led approach underpins this campaign starting with the commercial objective 30 Leads a month.
Research to Arrive at that number:
1. Reviewed the existing Web Pages for key products
Findings
WebPages read like a brochure not design to convert.
Pages speeds needed fixing to address abandon rate
Conversion score 78% B - 2% conversion
NOT good enough for a Google ads Campaign
2. Page Speeds Fixed See Here
3. To Landing Pages Reviewed - Poor
The Decision was taken to therefore design new PPC Landing Page Templates in three stages:
1. V1 (Escort) - Test on Padel / Hostel & Hotel Luggage
Expectation: Learn from the data in Nov Early December. Refine a V2 (See below)
As with a winners a team supports this initiative, roles are:-
Purity - PPC Campaign Feedback to drive performance
Josh - Landing Page Content & Delivery
Rory - PPC Templates / Page Speeds
Simon - Goal & Learns
For Purity to win the team has to deliver.
Regular Reviews will take place every week
Attendees Simon / Purity / Josh
(Rory if template changes are required or page performance issues arise)
Having Analysed a V1 (alpha) we set about defining a new template (RS4)
RS4 Designed to cover 7 campaigns
Padel, Workplace Smart Locker, Parcel, Asset, Hostel, Hotel, Competition.
Objective convert at 4% (V1 minimum 2%)
The Images over show an example score by area and the desired score / actions.
Below are the briefs:
- Rory To own the Template
- Josh / Purity Content
Purity these are being developed in November
Liaise with Josh & Myself to change any content you need to succeed.
Having Analysed a V2 (beta) we set about defining a new template (Panigale)
Panigale (value trades any target persona MUST READ)
Objective Current Conversion goals are:
1. Download a brochure
2. Book a Demo
About a compelling as an invite from granny to bingo on a friday night.
Panigale is designed to add "Value Trade Assets" to Landing pages that are:
- Perceived of very high value
(to surrender a work email)
- Convince you you're dealing with the Market Leader
(Capex Free Lockers / Revenue Share Guide)
These will be developed in December with the following in mind:
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The Persona of the target visitor
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(22 identified for 4 sectors)
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The Pain Points they have
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(66 pain points)
The principle being as per Jeff Bezos "if your not fixing a pain you have no business"
Methodology : Sales Team & Management Workshop
Research: Competition
Ducati Moto GP 2025
Full Race Pace Define as:
V4 (V3 Landing Page and Tweaks)
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Full Persona & Pain Point Nurture campaign
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The nurture plan will feed folk into the pipeline
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By understanding the pain point triggers Sales will have a pipeline contact profile populate with, the persona, docs they've opened & conversion/nurture path followed.
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22 Personas +
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66 Pain Points +
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Full Tracking & Nurture nudges to be developed (lindi)
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(re-use Partner Assets / SEO Assets)
Miro Board V1 Nurture Path - to be expanded
Targeting
Working Tools
1. Exported Keywords
2. Keyword Forecast
- Non Zero Volume
- Awareness Consider Convert
- 6% CTR
- 2% Escort V1 Conversion 22 MQL's
- 4% RS4 V2 Conversion 45 MQL's
- 6% Panigale V3 67 MQL's
MotoGP V4 (Bunce tactic - Nurturing Campaign)
3. Raw Docs inc Zero Search FYI
4. Vpod Outline Forecast
5. Ad Copy
Forecast
Forecast will depend on learns & performance from:
V1 Insights 2% conversion target
V2 insights 4% conversion target
V3 insight 6% conversion target
Good Looks Like
January 10 MQL
February 20 MQL
March 30 MQL
If these targets are achieved further spend will be released.
Potential See
Reporting
There will be Three Levels:
Hygiene Operational Reporting Daily
(Rory/Purity/Josh/SH)
- Rory Lighthouse Data all Landing pages
- Purity CTR, Conversion,MQL achieved
Diagnostic (Rory/Purity/Josh/SH)
An End to end Reporting System will be created (if not already functioning for Ad Campaign through to MQL & Pipeline added & Deals Closed.
The diagnostic report will be granular aiming to spot exactly what needs tuning to move from Escort to Panigale performance.
Target Pipeline Goal £1,050,000 pipeline load per month, defined as 30 MQL's at £35,000 deal value.
Board Report (SH)
Topline
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Top of Funnel Load
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Mid Funnel MQL load
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End of Funnel Deals Closed
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Cost per Lead
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Cost Per Deal
Josh you & I need to go through this reporting end to end with Purity & Lindi? to ensure all three levels are delivered & the customers of those learn what they need.
PPC FAQ's
1. How does your PPC system consistently deliver 30 qualified leads per month?
We build tightly-focused campaigns around high-intent keywords, pair them with sector-specific landing pages, and implement conversion frameworks that remove friction. Combined with weekly optimisation, we can stabilise lead flow and scale predictably.
2. What industries does this PPC framework work best for?
It is built specifically for smart locker, asset management, parcel, workplace, padel, and logistics sectors — where demand is strong and search intent is measurable.
3. What counts as a “qualified” lead?
A qualified lead is someone who has expressed intent related to buying or specifying smart lockers — demo request, pricing enquiry, procurement questions, or solution-fit conversations.
4. What budget do I need to generate 30 leads per month?
This depends on your target locker category (asset, parcel, workplace, padel). Most campaigns operate within a £3,000–£6,000 monthly spend, with refinements based on CPC, competitiveness, and lead quality.
5. Why do PPC campaigns for smart lockers often underperform?
Typical issues include: wrong keyword match types, non-sector landing pages, slow page load, unclear CTAs, and agencies measured on activity rather than commercial output. Our system fixes all of these.
6. How quickly can I expect measurable lead growth?
Most clients see noticeable improvements in the first 21–35 days once campaigns stabilise and the poor-performing keywords are eliminated.
7. Do you manage the landing pages as part of the service?
Yes. High-performance landing pages are essential for predictable lead generation. We optimise page speed, intent messaging, proof, and conversion design to ensure maximum ROI.
8. What reporting do I receive?
You’ll get a board-ready dashboard showing spend, cost per lead, conversion rate, pipeline value, and keyword performance — built in GA4, Looker Studio, and Search Console.
9. Can you scale beyond 30 leads per month?
Yes — once the cost per lead, conversion paths, and search demand are validated, we can scale to 40–75+ leads/month with controlled CPC.
10. Have the Google Ads Campaign Blockers been removed?
Yes, PPC Landing Pages that perform on page load have been developed for testing.
Website pages have been fixed
11. Is there a Clear PPC Development path to support the commercial plan?
Yes, four stages of development Escort, RS4, Panigale, Ducati MotoGP. (See Above)
These will be released during November, December & January.
Full Multi channel Plan here