Umbrella Supermarket is an award-winning comparison site that compares umbrella companies, accountancy and limited company providers nationwide to provide users with the very best deals.

We were tasked with running the Google Ads for Umbrella Supermarket to generate leads and increase the overall quality of leads. The strategy we developed wasn't easy to execute, but we don't run from a challenge!

Umbrella Supermarket has been efficiently generating traffic and leads since before we adopted their account, so we started by evaluating the leads being generated.

Were all the leads relevant?

We know when it comes to lead generation; a 100% success rate isn't realistic; however, we needed to create a benchmark that provided actual value to Umbrella Supermarket (while not wholly limiting our reach).

To increase the value of the traffic driven to the site & the leads being generated, we looked at where we were losing value and cutting this out of the campaigns. We increased the value we already noticed through expanded targeting or value-based bidding.

As we mentioned, not every single generated lead will convert, so in reviewing the user journey from enquiry to conversion, we worked closely with the Umbrella Supermarket team to see what point of the journey they see the most value.

Then we could use Google's automatic bidding strategies to align our bidding with the value.

An advanced bidding strategy requires weeks of research into the user journey, active competitors, conversion pipeline & targeting in Google Ads (including keywords, demographics, remarketing & more!)

Using these strategies allowed us to find value in places Umbrella Supermarket's competitors saw little; to no value; we were generating leads where there wasn't much competition (meaning a lower CPC, higher CTR and higher conversion rate!).

No matter the size of your business, our marketing team are experienced in using your brand values and messaging to increase sales and maximise results across digital marketing channels. Not sure how to begin? get in touch with a member of our team today!