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KLG Rutland

Location targeted PPC campaign increases monthly leads by 1,120%

KLG has more than 40 years’ experience and has built a reputation as an outstanding supplier of windows, doors and conservatories. Their energy-efficient product range and state-of-the-art manufacturing equipment and technology mean they are able to supply their customers with some of the best home improvements on the market, via their online shop and two physical retail stores.

The Challenge

With over 40 years’ experience in their industry, KLG were confident in their fulfilment capabilities, but wanted to increase their lead counts to never seen before levels, fighting against very established national competitors. The enlisted the help of Impression’s multi-award winning team to reinvigorate their PPC strategy with the aims of:


Increasing lead volume by 200%, whilst maintaining CPA


Increasing visibility in search results pages

The Strategy

With KLG’s competitors being larger national businesses, with local campaigns, we knew that we’d have to be innovative in order to increase lead volumes beyond the glass ceiling. To put it simply, we needed to “”be more local”” than the competition.

The implementation of the “”Be More Local”” strategy focused on 3 key areas:


Highly segmented campaigns

In order to appeal to a location-conscious audience, we needed to address each location’s individual needs and deliver both ads and landing pages that would reflect the location search queries.

After all, if a user searches for their village, the ad and the landing pages have to match.

Our in-house development team provided PPC-specific landing pages where the location was dynamically altered to match the searcher’s query, this providing us with the relevant landing pages. Our PPC campaigns themselves reflect a similar level of granularity, ensuring we tap into all the location queries that match our client’s aspirations and fulfilment capability.


User experience

Bespoke landing pages with dynamically inserted text, for fast and extremely granular landing page creation, meant a much better experience for users.

For example, the national competitors would have pages for “Nottingham”, but not for the surrounding areas eg. “Beeston”, or “Hucknall“, while KLG was now providing distinct landing pages for each of those terms.


Multi-channel integration

While Google AdWords was our core focus, we also utilised Facebook, Instagram and GDN remarketing ads to make sure KLG’s name was made prominent, promoting their physical location as a key USP.

We also used video content via social channels to ensure it had the best chance of receiving increased reach in Facebook’s algorithm.

The Results

The following results compare April 2016 to January 2017 with the previous year:


increase in monthly leads


reduced cost per lead


increase in conversion rate

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