Project overview

Generic search is the backbone of PPC programmes, often driving the largest share of conversions and revenue.

In 2025, this channel underwent the most strategic testing and optimisation. Multiple keyword match types were trialled but repeatedly failed to deliver efficiency, reinforcing our approach to use the match type that was best for our client, and returned overall efficiency and volume. 

Landing page CRO improvements boosted quote conversion rates, whilst value bidding refinements ensured spend focused on high-intent queries.Although traffic volumes fell due to tighter targeting, efficiency gains were dramatic. Quote CVR improved 92%, cost per converted lead fell 10%, and revenue rose 26% year-over-year.

Scope of work

Keyword Strategy & Match Types

Multiple keyword match types were tested but proved inefficient, inflating CPCs and diluting performance. The strategy pivoted to focus exclusively on the correct match type, delivering stronger ROI and conversion quality.

Landing Page CRO

A new quote page was introduced, simplifying the user journey and reducing friction. This directly boosted conversion rates and improved lead quality.

Bidding Refinements

We refined our approach to value-based bidding for quotes, giving algorithms clearer signals about high-value queries. This helped direct the budget towards the most commercially valuable traffic.

Efficiency Gains

Although impressions and clicks dropped, conversion efficiency improved significantly. Higher-quality traffic and CRO wins drove more quotes, more converted leads, and stronger revenue growth.