Multichannel Marketing Makeover

Following a period of dissatisfaction with their previous marketing agency, Go Green Solar Group were looking for a fresh approach to digital marketing.

They were running Google Ads with another agency and had done some basic optimisation for organic search, all of which was driven around an older website. However, their ad performance was inconsistent, and while they kept these ads with that provider, they wanted to better optimise their website for organic performance to offset this.

They reached out to First Digital Media in early 2024.

Our organic search team were looking to create additional opportunities for the website. We identified a set of searches related to different industries which had value for driving leads and which were under-supported by the site. Content tailored to these searches was created, combining the client’s insight with our experience of digital marketing.

We were beginning to see the results of this strategy as the number of the leads the client was achieving were growing. However, we knew there was more that could be done, and as a result of growing customer trust driven by clear reporting and steady communication, we were invited to propose a multi-channel marketing strategy to cover SEO, Meta and Google Ads, and email marketing.

We were able to demonstrate to the client that their older website was beginning to hold them back significantly, and they agreed to have our web design team design and build a new website.

We retooled an existing but unmanaged Meta Ads campaign. We had recognised is potential as a powerful tool for the residential side of the business. We rolled out ned ad formats, including video testimonial content to show potential customers the knowledge and passion Go Green have, as well as the results they can achieve. This proved to be another strong performer, helping to set the client apart from their competition.

At the same time, our paid ads team was also overhauling and refocusing the Google Ads campaigns.

The client’s market sector is immensely competitive, driving up the cost per click for relevant keywords. We cut out underperforming keywords, focused the budget where it could do most good, and started to monitor the account closely, making changes as we went to continue to reduce the cost per lead for the client.

Within the first month alone, campaign performance improved substantially across key metrics, and our continued refinements and adjustments to the Google Ads campaign gathered momentum steadily, with a significant increase in qualified, valuable leads over the month or two immediately preceding the website launch.

Then came the site launch itself. An older design was replaced with sleek, polished modern pages and everything down to the contact forms re-examined and adjusted to remove pain points for potential customers. Our SEO team worked with our designers to ensure that the transition was seamless, with minimal lost link equity.

Immediately we saw an increase in conversion rates.