Case Study for PPC

Drive product awareness

Create engaging landing pages

Lead generation

Target specific B2B audiences


Fresh is a division of the Content+Cloud group focused on providing intranet solutions to corporate and SMB business in the UK. They approached Clever Marketing to assist them in increasing the conversion rates of their PPC campaigns. Fresh Intranets were struggling to get a good number of high quality leads from their PPC campaigns through Google Ads and LinkedIn Ads. They were driving traffic to their main website and their campaigns were not delivering the required R.O.I. Our brief was to increase the conversion rate and overall quality of the leads they were generating with their paid traffic channels with the same budget. This was to be the first step in a more structured approach to PPC lead generation activity.

We started using Clever Marketing in June 2018, after being let down by other digital agencies. Clever Marketing recommended we made changes to our website to help with the User eXperience (UX). They also optimised our website for better SEO. They now manage our digital marketing, both SEO and PPC campaigns. I am pleased to say we have had more enquiries than ever before. I would without hesitation recommend Clever Marketing. Speak to Brian Woodcock the MD.



The major challenge of this project was to understand the reasons why the traffic wasn’t converting, and what we could do to help users elect to KPI’s submit the form.

In order to do this, Clever Marketing conducted a content analysis and performance overview on the site and the campaigns. Result of the audit we identified the KPI’s and suggested building dedicated landing pages with:

  • A new set of landing pages with engaging and optimised content focused on the search keywords
  • A new call-to-action aimed at increasing the likelihood of direct engagement
  • New gated asset to watch with inspiring ideas
  • New Google Ads campaign structure and settings


As with all Clever Marketing campaigns we use the gathered data to constantly optimize the keywords, ads and landing pages to increase the Quality Scores, conversion rates and drive results with an optimum CPA.


The lead flow started working immediately, not only with Google Ads, but also Paid Social as well when started driving traffic to the new landing pages. The number and quality of the leads increased drastically x6 the previous results and increasing the conversion rate x2.


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