Introduction
Bransby Wilson is a car park management company offering a range of parking solutions for clients nationwide. Their state-of-the-art technology provides a seamless experience to help reduce costs, improve customer experience, save time, and remove operational pressures.
Bransby Wilson has been a Novi client for PPC and SEO services since September 2022 and has renewed its contract annually ever since.
Challenges
Bransby Wilson initially contacted a marketing brokerage for help, which resulted in us pitching against six other agencies. We successfully acquired the contract to assist them with their campaign, and a year later, they went to re-tender through the brokerage but were so impressed by our work that they decided to stay with Novi.
Whilst Novi was Bransby’s first foray into digital marketing, they knew they wanted an increase in relevant traffic and enquiries (leads) that exceeded their average of 4 valid leads per quarter.
Initially, Bransby proposed a minimal budget for SEO and PPC services. However, the client acknowledged that Novi had proven the benefit of their services, and therefore, the budget was increased by over 300% over one year.
Novi encountered some early challenges, with limited access to the website requiring third-party changes and an out-of-hours issue that took the site offline, but these were resolved using Cloudflare and DNS records.
Solution
We began our marketing efforts in September 2022 by conducting a thorough questionnaire to gain key insights that would later inform our strategy. This approach allowed us to maintain objectivity when understanding what constitutes a high-quality lead, enabling Bransby to gain more clarity on its goals and benchmarks.
From these insights, we identified that Bransby Wilson wasn’t tracking lead sources. When we analysed these leads, we discovered many were invalid leads that didn’t convert into customers. Therefore, we needed to drill down into existing data to determine why.
Using Keyword Analysis and Form Scoring, we identified that the keywords generating traffic were from enquiries to pay for parking tickets, not businesses. For example, “UK Car Park Management” generated almost 1.5k clicks and increased Total Leads. However, these didn’t convert into valid leads as they were customers paying parking tickets, not business opportunities.
Data from Google Search Console allowed us to optimise the PPC campaign by identifying and excluding irrelevant search terms, ensuring only high-intent leads were targeted. We removed car park and brand-related terms while optimising keyword selection to improve relevance and conversion rates.
Our structured approach divided keyword categories into exact and phrase match campaigns, with automated scripts continuously identifying and incorporating high-converting search queries to maximise efficiency and lead quality.
Impact
Through careful campaign adjustments and early success using our in-house software, we were granted approval for an increased total ad spend of 300%, and Bransby Wilson saw an 800% increase in valid leads year-on-year (September ‘22 – August ‘23) from 4 leads per quarter to 36 per quarter.
Bransby Wilson saw increased brand awareness and improved site performance with longer session duration and share of market voice.
The client became aware that despite seeing a slight increase in their cost per every conversion, the increase in valid leads and decrease in overall cost greatly improved, indicating that surface-level metrics are not crucial for campaign success.
“The results have been excellent. The last three months have seen not just an increase in leads but also in the quality and value of them, this has benefited every aspect of our business” – Oliver Plaskitt, Commercial Manager.