---
title: "Step-by-Step Growth Through Smarter PPC"
id: "3792"
type: "case-studies"
slug: "step-by-step-growth-through-smarter-ppc"
published_at: "2026-10-02T09:22:29+00:00"
modified_at: "2026-10-02T09:56:00+00:00"
url: "https://novi.digital/case-studies/step-by-step-growth-through-smarter-ppc/"
markdown_url: "https://novi.digital/case-studies/step-by-step-growth-through-smarter-ppc.md"
excerpt: "This case study details how Novi partnered with a client in the mobility solutions space to transform their underperforming Google Ads strategy into a robust, ROI-driven growth engine. By using Novi’s proprietary tools and data-led methodology, we doubled their revenue..."
---

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###### Case Study

# Step-by-Step Growth Through Smarter PPC: How a Mobility Solutions Provider Doubled Revenue

This case study details how Novi partnered with a client in the mobility solutions space to transform their underperforming Google Ads strategy into a robust, ROI-driven growth engine. By using Novi’s proprietary tools and data-led methodology, we doubled their revenue while halving lead volume — by prioritising quality over quantity.

Posted: 2 October 2026

##### 2x

Revenue growth year on year

##### 9.9%

Conversion rate, up from 5.4%

##### 92.48%

ROI improvement with only a 7.58% increase in spend

![Total value growth from £2.15M to £4.02M, an 87% increase](https://novi.digital/wp-content/uploads/2026/10/Picture1.png)

## Challenge

The client was overly reliant on Google Ads but lacked visibility on actual campaign performance. A review revealed significant budget waste and no understanding of which service lines (new installations, repairs, or reconditioned units) were most profitable. This lack of insight limited strategic marketing decisions and stifled growth.

![ROI transformation from 395.3% before to 760.8% after, with a 7.58% cost increase](https://novi.digital/wp-content/uploads/2026/10/Picture2.png)

## Objectives

- Eliminate wasted ad spend
- Improve ROI and lead quality
- Introduce performance-based decision-making
- Ensure campaign scalability with seasonal sensitivity

## Strategy & Execution

Novi implemented an intent-based PPC structure segmented around core service lines: installations, repairs/servicing, finance options, and install-only packages. We also mapped out buyer personas, recognising that adult children often make decisions on behalf of elderly relatives.

Key actions included:

- Full UTM tagging and first-party tracking via Google Ads, Forminator, and Nimbata
- Persistent attribution using Google Tag Manager
- Behavioural data analysis (including Microsoft Clarity)
- Segmentation by region, time of day, device type, and demographics using Metronome
- Value attribution per lead and keyword using Acumen and Google Scripts

Keywords with high conversion but low sale rates were excluded to eliminate false positives.

## Technology

We deployed Novi’s proprietary tech stack:

- **Forager**: Word-level keyword prediction and performance aggregation
- **Acumen**: Lead value and keyword ROI mapping
- **Metronome**: Bid management by time, location, and device
- **Predicate**: Performance-based insights to fuel copy and UX decisions

These tools empowered granular optimisations beyond typical agency capabilities.

![Novi proprietary tools: Predicate, Captivise, Acumen, Forager, Metronome and Crosspollinate](https://novi.digital/wp-content/uploads/2026/10/Picture3.png)

## Creative & UX Enhancements

- Dynamic location insertion in ads (e.g. “Stairlifts in Manchester”) led to a 15% CTR uplift
- Localised landing pages with interactive maps, FAQs, and scroll-to-top UX
- Mobile-first, 3-field form above-the-fold drove a 20% form conversion rate
- Added video content and content repetition from ads to reinforce trust
- Clear segmentation between finance, repair, and install content based on keyword

## Commercial Impact

Overall ROI nearly doubled with a minimal increase in ad spend, thanks to dramatically improved conversion rates and keyword performance alignment.

- Revenue: Doubled YoY
- Conversion rate: Improved from 5.4% to 9.9%
- Cost per lead: Increased — but lead-to-sale ratio nearly tripled
- Invoices up 18.3% despite 50% fewer leads

## ROI Analysis (YoY)

Performance jumped from loss-making to high-growth across every metric. ROI improved by 92.48%, with only a 7.58% increase in spend.

## Broader Business Strategy

Our campaign insights extended beyond PPC:

- Highlighted underperforming UK regions to guide operational hiring
- Informed sales scripts using keyword and form text analysis
- Introduced call tracking to plug CRM attribution gaps, capturing previously lost leads

## The Results

- Leads: Decreased by 50%
- Invoices: Increased by 18%
- Invoice value: +43% YoY
- ROI: More than doubled
- High-value keywords identified and prioritised
- Clean attribution allowed for better budget flexibility

![Results summary: 92.48% ROI increase, 7.58% spend increase, £18k annual management fees and 147,189 account changes](https://novi.digital/wp-content/uploads/2026/10/Picture4-e1790936735758.png)

## Why It Matters

This campaign didn’t just generate leads — it shaped the client’s sales strategy, regional focus, and budgeting discipline. Our work aligned marketing with commercial strategy, increased profitability, and improved internal sales efficiency.

##### 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.

[Book a Discovery Call](#)

### Our other case studies...

### Step-by-Step Growth Through Smarter PPC

#### Step-by-Step Growth Through Smarter PPC: How a Mobility Solutions Provider Doubled Revenue

##### 2x

Revenue growth year on year

##### 9.9%

Conversion rate, up from 5.4%

##### 92.48%

ROI improvement with only a 7.58% increase in spend

[Explore Case Study](https://novi.digital/case-studies/step-by-step-growth-through-smarter-ppc/)

[Get a quote](/get-a-quote/)

### Car Park Management Company

#### Reverse-Engineering: How a Car Park Management Company Achieved an 800% Lead Increase

##### 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

[Explore Case Study](https://novi.digital/case-studies/car-park-management-company/)

[Get a quote](/get-a-quote/)

![English Lakes Hotels Resorts & Venues logo in white font on transparent background.](https://novi.digital/wp-content/uploads/2025/03/English-Lakes-Hotels-Logo.png)

### English Lakes Hotels

#### What Are Your Words Worth: How Novi Turned £75k Ad Spend into £1.5m Revenue

##### 1829%

Increase in return on ad spend over 12 months

##### 229%

Increase in revenue year-on-year

##### 600%

Increase in conversions over 12 months

[Explore Case Study](https://novi.digital/case-studies/english-lakes-hotels/)

[Get a quote](/get-a-quote/)

![PropertyData logo with a green house icon, offering real estate insights and analytics for investors and professionals.](https://novi.digital/wp-content/uploads/2025/03/Property-Data-Logo.jpg)

### Property Data

#### From Scepticism to Scalability: Property Data’s 220% Conversion Growth

##### 59%

Increase in sign-ups over eight months.

##### 220%

Increase in conversions over eight months.

##### 850%

Increase in clicks over eight months.

[Explore Case Study](https://novi.digital/case-studies/property-data/)

[Get a quote](/get-a-quote/)

![Carbon Neutral Britain logo with a stylized UK flag, promoting environmental sustainability and carbon reduction initiatives.](https://novi.digital/wp-content/uploads/2024/09/carbon-neutral-300x276-1-e1741357611448.png)

### Carbon Neutral Britain

#### From Seed to Lead: How Carbon Neutral Britain Gained a 55% Increase In Conversion Rates

##### 55%

Increase in conversion rates for Google Ads over six months

##### 470%

Increase in conversion rates for Microsoft Ads over six months

##### 89%

Increase in Clicks Across Google Ads & Microsoft Ads

[Explore Case Study](https://novi.digital/case-studies/carbon-neutral-britain/)

[Get a quote](/get-a-quote/)

![Greenmarket logo with leaf accent on black background, representing eco-friendly market solutions.](https://novi.digital/wp-content/uploads/2024/09/Green-Market-logo-white.png)

### Greenmarket

#### Putting The ‘Eco’ in E-Commerce: How Greenmarket’s Conversions Soared by Almost 700%

##### 688%

Increase in conversions over twelve months

##### 4,646%

Improvement in return on ad spend over twelve months

##### 8,813%

Increase in conversion value over twelve months

[Explore Case Study](https://novi.digital/case-studies/greenmarket/)

[Get a quote](/get-a-quote/)

### Step-by-Step Growth Through Smarter PPC

#### Step-by-Step Growth Through Smarter PPC: How a Mobility Solutions Provider Doubled Revenue

##### 2x

Revenue growth year on year

##### 9.9%

Conversion rate, up from 5.4%

##### 92.48%

ROI improvement with only a 7.58% increase in spend

[Explore Case Study](https://novi.digital/case-studies/step-by-step-growth-through-smarter-ppc/)

[Get a quote](/get-a-quote/)

### Car Park Management Company

#### Reverse-Engineering: How a Car Park Management Company Achieved an 800% Lead Increase

##### 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

[Explore Case Study](https://novi.digital/case-studies/car-park-management-company/)

[Get a quote](/get-a-quote/)

![English Lakes Hotels Resorts & Venues logo in white font on transparent background.](https://novi.digital/wp-content/uploads/2025/03/English-Lakes-Hotels-Logo.png)

### English Lakes Hotels

#### What Are Your Words Worth: How Novi Turned £75k Ad Spend into £1.5m Revenue

##### 1829%

Increase in return on ad spend over 12 months

##### 229%

Increase in revenue year-on-year

##### 600%

Increase in conversions over 12 months

[Explore Case Study](https://novi.digital/case-studies/english-lakes-hotels/)

[Get a quote](/get-a-quote/)

![PropertyData logo with a green house icon, offering real estate insights and analytics for investors and professionals.](https://novi.digital/wp-content/uploads/2025/03/Property-Data-Logo.jpg)

### Property Data

#### From Scepticism to Scalability: Property Data’s 220% Conversion Growth

##### 59%

Increase in sign-ups over eight months.

##### 220%

Increase in conversions over eight months.

##### 850%

Increase in clicks over eight months.

[Explore Case Study](https://novi.digital/case-studies/property-data/)

[Get a quote](/get-a-quote/)

![Carbon Neutral Britain logo with a stylized UK flag, promoting environmental sustainability and carbon reduction initiatives.](https://novi.digital/wp-content/uploads/2024/09/carbon-neutral-300x276-1-e1741357611448.png)

### Carbon Neutral Britain

#### From Seed to Lead: How Carbon Neutral Britain Gained a 55% Increase In Conversion Rates

##### 55%

Increase in conversion rates for Google Ads over six months

##### 470%

Increase in conversion rates for Microsoft Ads over six months

##### 89%

Increase in Clicks Across Google Ads & Microsoft Ads

[Explore Case Study](https://novi.digital/case-studies/carbon-neutral-britain/)

[Get a quote](/get-a-quote/)

![Greenmarket logo with leaf accent on black background, representing eco-friendly market solutions.](https://novi.digital/wp-content/uploads/2024/09/Green-Market-logo-white.png)

### Greenmarket

#### Putting The ‘Eco’ in E-Commerce: How Greenmarket’s Conversions Soared by Almost 700%

##### 688%

Increase in conversions over twelve months

##### 4,646%

Improvement in return on ad spend over twelve months

##### 8,813%

Increase in conversion value over twelve months

[Explore Case Study](https://novi.digital/case-studies/greenmarket/)

[Get a quote](/get-a-quote/)

## 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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

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.

![Image](https://novi.digital/wp-content/uploads/2024/09/Polygon-6.svg)

Stephen Ward, Businessgiftuk.com

[View all testimonials](https://novi.digital/testimonials/)

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