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
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.
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.
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
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.
