Case Study

Reverse-Engineering: How Bransby Wilson Achieved an 800% Lead Increase

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.

Posted: 4 March 2025

800%

Increase in leads per quarter (June, July & August 2023)

508%

Increase in clicks over the last 12 months (compared with the previous year)

1100%

Percentage of lead to qualified

What was the problem?

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. 

Two women having a meeting in a modern office, discussing over a tablet at a wooden table.

How Did We Resolve It?

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.

Team collaborating on coding project at modern workplace, pointing at computer screen.

Key Benefits Of Our Services

Our in-house software, Forager and Acumen, were key in analysing search query data. Acumen analysed the PPC campaign’s lead generation data to improve performance by identifying low-performing keywords and adjusting target cost-per-lead figures to enhance returns. We also successfully increased conversion opportunities by targeting language usage, identifying related keywords that may perform well, and adding them to campaigns.

By implementing end-to-end UTM tracking, a crucial aspect of lead generation campaigns, we provided complete visibility into how each lead progressed through the sales funnel. We were then able to measure lead-to-qualified and lead-to-sale rates, ensuring that every pound spent was directly tied to revenue. 

The client reported a significant increase in high-quality leads, with conversion rates improving month-on-month. In September 2022, only 6.67% of leads qualified, but by August 2023, this figure had grown to 58.06%. This transformation highlights how optimising keyword targeting, refining ad copy, and eliminating irrelevant search terms improved the overall quality of incoming leads. Months such as February and March 2023 recorded over 50% qualification rates, proving the effectiveness of ongoing campaign refinements.

Two men collaborating at a booth with a laptop and notes, discussing work in a modern office setting.

Our Future Partnership and Strategy

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.

Ready to get started?

Are you struggling to maximise the impact of your PPC campaigns? Novi takes a data-driven approach to refine your strategy, optimise keyword targeting, and improve conversion rates, delivering measurable growth for your business. Get in touch to see how we can transform your paid search performance.

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Don't just take our word for it

As a result of collaboration with novi.digital, the company’s conversion rate, user acquisition, direct sales, and SERP position for several keywords improved. A responsive, accessible, and hands-on partner, they constantly coordinated the project updates, performance, ideas, and disruptions.

Alex Field, Destination Garden Center

Both new and updated campaigns improved results while cutting costs per conversion. novi.digital’s capable project management, efficient workflow, and deep knowledge of PPC set them apart.

Michael Dent, PropertyData

With the help of novi.digital, the client’s ROAS increased from three times to 13 times in just six months. The team understood the client’s business model and went above and beyond to help achieve the client’s goals. Moreover, they were communicative and responsive to the client’s feedback.

Aidan Sharples, Greenmarket

novi.digital has provided insightful feedback regularly and grown the client’s accounts and marketing activity. Their team delivers on time and is always prompt and professional. Moreover, they’re proactive, detail-oriented, and good at listening, which facilitates a successful partnership.

Ben Marshall, ClickTech Solutions

The most important KPI–quantity and quality of inquiries have increased. In contrast to a big agency, Novi.digital provides a personal touch. It’s always clear who is responsible for what initiative, making communication seamless and efficient.

Matthew Yeo, Security Direct

Novi.digital has accomplished the main objective of getting the keywords on the first page. Although they could follow through better on some action points, the partnership remains strong particularly because of their honesty and transparency.

David Thompson, Nexus Drinks

Due to their small size, novi became a true partner that focused on obtaining the best results possible. Their work identified keywords that performed at double or even triple the industry average. Although the project manager changed halfway through, the workflow remained consistent and efficient.

Kevin Hakman, TeamworkIQ

90% of new clients are online referrals. Novi.digital assigned a project manager, which has made communication efficient and easy. Their sub-contracted content writing is not as professional as it could be, but novi.digital is an honest and reliable provider that consistently provides good value.

Carlos Daly, Trees Understood

Web-based referrals have increased by 50%, and Novi.digital’s tactics have driven business from the target geographic areas. The partnership has been highly successful given their commitment to transparency and metrics-driven approach.

James Parry, Parry Welch Lacey LLP

novi.digital’s strategies improved keyword rankings and optimised PPC efforts by lowering costs while maintaining stable results. With responsive communication and a professional work ethic, the team continues to provide valuable input and guidance.

Stephen Ward, Businessgiftuk.com

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