About the brand
Fenn Wright has a team of talented commercial property experts, chartered surveyors and estate agents who use a combination of traditional and modern methods to provide outstanding service to their clients – making them East Anglia’s leading independently owned partnership.
With over 250 years’ experience under their belt, they provide an extensive range of residential and commercial property services across Essex and Suffolk.
Where it all started
Fenn Wright became a client back in August 2021 to kick-start their Google Ads activity, after they had been paused during the pandemic.
Our skilled PPC specialists started running a series of generalised campaigns centred around their 11 branches across Essex and Suffolk. Although these campaigns focused on more generic terms, our experts spotted an opportunity to include brand search terms alongside our existing targeting.
Identifying key opportunities to improve their campaign results
Our PPC pros recommended that we start running campaigns focused on brand terms so we could target people specifically searching for Fenn Wright.
In March 2022 we launched their first brand campaign, which was targeting all the branch locations and directed any potential customers to the Fenn Wright homepage. The results of this campaign were promising, we saw an increase in traffic to the website, as well as an improved click-through rate. However, we didn’t see the uplift in PPC conversions that we were expecting from such strong traffic and knew there were additional opportunities to cash in on here.
To shorten the user journey, we used geo-targeted campaigns to direct people to their closest branch’s landing page. For example, when people located in Colchester searched for brand terms, they would be directed to the Colchester branch landing page.
By implementing the geo-targeted brand campaigns in June 2022, Fenn Wright received a hat-trick of record-breaking months (in June, July and August), and the results are still rising – showcasing a strong return on investment.
Across the first two full months of brand activity, we saw a 136.79% increase in traffic and 101.47% improvement in click-through rate compared to the previous two months. Despite these positive increases we saw an average of 27 monthly conversions, broadly in line with previous performance.
When we restructured the account and launched the geo-targeted campaigns, we saw a huge jump in conversions:
- 135 in June.
- 178 in July.
- 221 in August.