Ten thousand leads for a nationwide door specialist

J Manny install and maintain automatic doors, shopfronts, roller shutters and access control for commercial clients across the UK. The work is national, but the buying is not: a facilities manager in Exeter searches differently from one in Gloucester, Cardiff or Birmingham, and each of those searches is contested by a local firm who only has to win in one place.

That is a hard shape of problem. A single national site struggles to rank in a dozen separate local markets, and paid search across that many locations and services gets expensive fast if it is not run tightly. Alongside it sits the rest of a real marketing operation: a site that needed to keep pace with the business, content that needed writing, and campaigns that needed someone thinking about them every week rather than every quarter.

What they needed was not a project. It was a marketing department.

The paid account is the engine. It has run across search, Performance Max and display, split by service and by region, and has served 13.75 million impressions and 144,228 clicks over the relationship. Budget moves toward whatever is converting: the servicing campaign converts at 15.2%, and the best performing Performance Max campaign brings leads in at £5.22 each.

Organic sits underneath it, so the same enquiries do not have to be bought twice. J Manny hold position one for "aluminium shopfronts" and "automatic door services", rank in the top ten for nineteen terms, and have built a backlink profile of over 1,100 links from 301 referring domains from a standing start.