Case Study

Enticing prospective leads that are looking for luxury, professional home organisation services in the London area.
-76% - £0,34 +300%
Cost Per Conversion Cost per click Increase in conversions
Project briefing
About the client
Homefulness offers a wide range of home organising services – decluttering and organisation of a single wardrobe, a room or the whole house.
Their service is bespoke and customised to the clients needs and the size of the space that needs Homefulness’ professional touch.
They operate in London, but also provide virtual services for customers further afield.
The challenge
A Google Ads account had yet to be set up when Homefulness joined Bubblegum, so a fresh account had to be created, as well as keyword research and competitor analysis, key tasks when setting up brand new Ads campaigns.
There are several services that are provided, but the focus needed to be on the core services of Decluttering & Home Organisation, meaning the account needed to be specific and well targeted to what is a smaller audience. Homefulness only offers their services in the London area, further limiting the reach of the ads.
The website is built using Wix, and although it comes with easy implementation of tracking codes & integrations, there were issues with confirming that the conversion tracking was indeed reporting on the events as they happened.
Project goal
Caroline, the owner of Homefulness, had a presence via Organic Search, she was looking to boost their visibility in a competitive market.
While our SEO efforts were in place to support this goal, a combined effort from Paid & Organic was put in place to double down and generate qualified leads with larger financial means to take up Homefulness’s luxury services.
Challenges with setting up accurate conversion tracking.
Keyword & competitor research was required.
Conversion optimisation was being tackled by the CRO team, and so wasn’t immediately in place at the start of the campaign..
A new Google AdWords account was required.
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The Solution
A very specific,masterfully targeted Google AdWords campaign.
The optimisation results
The Average Cost Per Click was .reduced from £1.04 in October 2022 to £0.70 as of November 2022
Conversions increased from 3 in October 2022 to 10 in November 2022.
Within the same timeframe, the Cost Per Conversion saw a positive change from £176.45 to £41.58.

October 2022

November 2022
Summary
Throughout our PPC efforts, specific, client-driven optimisations and campaign changes were implemented to ensure ads were directed to the right leads. Setting up a ‘Wardrobe Organisation’ as well as a ‘Competitor’ campaign drastically boosted impressions and had Homefulness in the Absolute Top for more than 80% of the time,, getting eyes on the brand and driving leads which was the ultimate goal of the paid activity.
Paid search ads also have consistently generated 30% of all traffic to the website in the last 12 months, alongside the powerful performance of the Organic Search efforts Bubblegum Search has in place.