Established in 1993 by the late Jimmy Berkely and developed with the help of his family, Bristol & Avon Transport is proud to have become a key player in the regeneration of Bristol and the surrounding area over the past 20 years. Bristol & Avon Transport have worked hard to become a leader in the South West for the transport and waste management industries offering services such as Recycling & Aggregates, Site Investigation and Land Remediation.
Bristol & Avon Transport wanted to focus on two very different areas of the business; waste and transport. A dedicated account manager (Nikki) was assigned to work closely with the business. Nikki regularly went out to speak with the client face-to-face to ensure we understood their objectives. Web.com suggested running two separate Pay Per Click campaigns to maximise Bristol & Avon Transport’s visibility, so they would show up in the most prominent area of the customers search results.
The challenge ahead
With a keen eye on expansion Bristol & Avon Transport wanted to reach new customers in a local market and be present when browsers were searching on the web for services such as ‘Skip Hire’, ‘Grab Hire’ and ‘Waste Management’. Bristol & Avon Transport felt dubious and uncertain on whether to use paid advertising again, as they had previously used another agency who couldn’t make it work for them. They knew it was important to find a digital partner that delivered a return on investment.
A partnership that worked
Web.com were an excellent fit for Bristol & Avon Transport because of our paid advertising accreditations; we are proud to be a Google Premier Partner and a Bing Advertising Partner. Having been trained specially by Google experts, the Premier Partner badge is the highest level of certification by Google. Additionally Web.com have previously been able to achieve an average Cost Per Call of around £4 for skip hire companies, comparing to the average £9 of competitors, so we knew we could help Bristol & Avon Transport.
Bristol & Avon Transport wanted to focus on two very different areas of the business; waste and transport. A dedicated account manager (Nikki) was assigned to work closely with the business. Nikki regularly went out to speak with the client face-to-face to ensure we understood their objectives. Web.com suggested we run two separate Pay Per Click campaigns to maximise their visibility and so they would show up in the most prominent area of their customers search results. Our strategy was compiled of the following:
What we achieved
Web.com’s approach to designing Bristol & Avon Transport’s AdWords campaign was first to focus on the specific regions that Bristol & Avon Transport services, while discriminately avoiding the rest. By leveraging a hyper-focussed keyword strategy. Web.com drove the most highly relevant search traffic from just the right areas. Campaign performance included:
Results - Stats from 2017 include:
|Calls & Emails||7,587||1.319|
|Overall Impression Share||69%||77%|
|Cost Per Click||£1.70||£3.42|
Looking into the future
Bristol & Avon Transport’s campaign will have been running one year in Feb 2018 and the business is looking forward to more significant growth. Their fantastic ROI has enabled Bristol & Avon Transport to put more marketing budget behind their Pay Per Click campaign and they are confident they will continue to see great results working with Web.com.
Since the campaigns started in February 2017, we have seen a fantastic number of clicks to the website and direct phone calls to the business as a result of our pay per click ads with Web.com. On average, the transport section of the business is now receiving around 1,000 clicks to the website & 200 calls per month, and waste, 2,500-3,000 clicks per month & 600-700 calls. Our busiest month was Easter where we topped over 1,000 calls in the month and over 4,000 website visits! Both campaigns are providing a tremendous return on investment.
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