Project overview
A leading UK provider in a competitive services market needed to improve the efficiency and scalability of its PPC activity. Before Vitalis Digital’s management, campaigns lacked sophisticated data integration and were under-optimised for conversion outcomes.
Between January and July 2025, we introduced Performance Max, switched from manual to live conversion goals, implemented a new CRO-driven quote page, and tested advanced bidding strategies. These changes not only scaled traffic but also dramatically improved cost efficiency and conversion rate performance.The results: quotes surged by 169%, instructions rose 102%, and revenue increased 105%, while cost per quote fell by 31%.
Scope of work
Performance Max Rollout
Launched PMax campaigns in December 2024, delivering immediate uplifts in reach and efficiency across the account.
Conversion Optimisation
Shifted from delayed manual uploads to live conversion-based goals, giving algorithms fresher data for learning and faster response to market signals.
CRO Improvements
Implemented a new quote page, significantly improving quote conversion rates and reducing the cost of each quote.
Data & Audience Integration
We initiated customer match lists to begin optimising with first-party data. With Google shifting toward a first-party data-centric approach, this step ensures the account is aligned with the latest best practices and future-proofs audience targeting. Google applies industry-standard hashing to all customer data, ensuring compliance with GDPR regulations and protecting user privacy. While frequency and scale are currently limited, this foundation sets the stage for deeper personalisation and stronger performance in the future.
Bidding Strategy Tests
We use Google’s A/B testing framework to continuously trial different bidding strategies, ensuring we adopt the most efficient approach for return on spend. To strengthen this further, we introduced a feedback mechanism that feeds conversion data back into the bidding algorithms. This helps the system identify and prioritise high-intent users, allowing us to focus our spend on bottom-of-the-funnel customers who are ready to convert.
