BUR Business Services is a leading business energy consultancy based in Leicester, specialising in securing the best gas and electric contracts for SMEs. Their services are designed to save businesses time and reduce costs by finding the most affordable energy solutions from a vast portfolio of suppliers. They also offer tailored solutions that align with their clients’ Corporate Social Responsibility (CSR) policies, including both renewable and non-renewable energy options.

The Challenge

When Axies Digital began working with BUR Business Services, the website was relatively new and attracted only about 20 visitors per month, leading to no leads or business. The challenge was to leverage Google Ads to increase website traffic, generate leads, and ultimately drive business growth by targeting procurement managers in the top 10 UK cities by economic size.

BUR energy logo featured image

The Results

Google Ads Campaign Performance (February 2024):

  • Budget: £1,000 per month
  • Quote Requests: 3
  • Phone Calls: 36

Website Performance:

  • Monthly Visitors (Current): Increased from 20 to 1,000+
  • Conversion Rate: Significant improvement with 3 quote requests and 36 phone calls in the first month

Business Impact:

  • Redirected traffic to the newly focused BUR Procurement page.
  • Positive ROI on Google Ads spend.

Performance Improvement:

  • Increase in Monthly Visitors: 4900%
  • Increase in Leads: From 0 to 39 in the first month

How We Solved The Problem

Axies Digital implemented a strategic Google Ads campaign to boost BUR Business Services’ online presence and generate leads. This involved:

  • Targeted Campaigns: Focused on the top 10 cities in the UK by economic size, ensuring that the ads reached the most relevant and high-potential audiences.
  • Audience Segmentation: Specifically targeted procurement managers and related roles to drive direct conversions.
  • Data-Driven Optimisation: Analysed website analytics to identify where traffic was going and redirected more visitors to the BUR Procurement page, which is crucial for lead generation.

We then implemented the solution in the following way:

  1. Audit and Setup:
  • Conducted a thorough audit of the existing Google Ads account and website.
  • Set up optimised ad campaigns focusing on procurement services and targeting key cities.
  1. Ad Campaign Execution:
  • Developed and launched targeted ads aimed at procurement managers in the top 10 UK cities.
  • Utilised high-visibility placements to maximise reach and engagement.
  1. Budget Management:
  • Managed the £1,000 monthly ad spend efficiently to ensure maximum ROI.
  • Planned to scale up the budget based on the positive initial results.
  1. Targeting Strategy:
  • Leveraged custom targeting to reach procurement managers and business decision-makers.
  • Continuously tested and optimised various targeting parameters to enhance performance.

In just one month of managing the account, Axies Digital significantly improved the performance of BUR Business Services’ Google Ads campaigns. By focusing on procurement managers and targeting top economic cities, we achieved substantial increases in website traffic and leads. The strategic enhancements ensured that more relevant audiences were reached, leading to higher engagement and conversions. The positive ROI and business growth have positioned BUR Business Services for continued success and further investment in digital marketing efforts.

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