Palletways are Europe’s largest provider of pallet collection and distribution services, operating in the both the UK and internationally.
Objectives
The Goals
Palletways and Circus PPC began working together in March 2023, with ambitions to grow the account and achieve specific KPIs that would help drive business growth. These KPIs were to achieve and maintain a monthly CPA of <£10, and drive >350 monthly conversions.
Implementation
The Activity
Upon taking over the account, alongside daily optimisation, we focused on making the necessary changes to begin restructuring the account to best fit with growth goals and targets. This included:
- Rewording ad copy and keywords;
- Making changes to generic campaigns to help expand in this area;
- Testing new campaign types including PMax;
- Improving conversion tracking.
We’ve also worked with the client to understand their industry and market, experimenting with activity to identify what best works for our client, and in turn, where budget should be allocated in order to see the best results.
Since the beginning of 2024, we honed in on the activity that we knew drove results for our client, and despite beginning the year competing with other businesses being more aggressive and bidding on brand keywords, have grown the account significantly YOY.
Using historical data to inform our strategy, we re-enabled the keywords and ad groups that had worked well for us in the past. We also reenabled a generic and a competitor campaign, which improved conversions and CPA by +7% and -6.5% MOM, respectively.
We saw further growth towards the end of Q1, with an uplift in both MOM and YOY performance. Despite coming out of a peak period as we moved into Q2, we maintained a YOY increase in performance, generating more than the desired 350 conversions per month and keeping CPA comfortably below the £10 mark.
Success
The Results
Our work with Palletways has helped them to sustainably work towards their business goals and see the results they wanted to achieve from PPC. We’ve continued to focus on the initial goal of a <£10 CPA and 350+ conversions, exceeding both of these consistently since February 2024.
YOY, when comparing H1 2023 and H1 2024, we’ve increased conversions by 12% and reduced CPA by 17%. Monthly for H1 2024, we saw average leads of 433, and an average CPA of £8.33.