Pay-per-click campaigns and tailored landing pages for a leading cloud communications provider.
Gradwell is a leading cloud-based communications solution provider specialising in everything from VoIP phone systems to connectivity services. Gradwell’s portfolio includes a proprietary business phone system and SIP network, award-winning unified communications leveraging 3CX and Microsoft Teams, business mobile, and connectivity offerings.
With over 25 years’ experience, the team works with businesses of all sizes, covering a range of industries from education to healthcare.
They pride themselves on a tailored approach, getting to know their client’s specific requirements so they can supply the most effective solutions.
Although Gradwell had been running pay-per-click (PPC) campaigns for a while, they recognised they weren’t maximising the potential of this channel. They wanted to increase the return on their media spend and drive quality leads for their business.
The aim was to generate more traffic, higher-quality leads and awareness from paid search.
The advertising setup would require purpose-built landing pages optimised for PPC. This meant building pages that maximised opportunities for conversion and creating useful, keyword-rich content.
Where gaps were identified, we proposed new campaigns to ensure good coverage across their target products and services. To maximise media budget, we conducted thorough keyword research to target keyword sets with a balance of audience relevance, competition level and traffic quality.
The campaigns we developed primarily focused on Gradwell’s communications solutions, cutting-edge cloud technology and specific, newsworthy industry updates. Harnessing these trending topics meant we were capitalising on common search queries while championing Gradwell as thought leaders and positioning their services and solutions in response to industry challenges.
The destination for our PPC advertising was purpose-built landing pages that targeted specific demographics with answers to their queries and informative content.
We used Webflow to create these pages, making them easily customisable for quick updates and easy optimisation. We then created a connection between Gradwell's Wordpress site and Webflow landing pages that meant everything ran under the URL of gradwell.com.
A HubSpot integration has also allowed us to assess and optimise for lead quality, track user journeys and measure the attribution of PPC campaigns.
Proctors has been a valuable partner in driving marketing success at Gradwell. Their deep expertise in digital lead generation—spanning PPC, Web Design, CRO and more—has been crucial in supporting us to achieve our growth objectives. One of the things that sets Proctors apart is their ability to seamlessly collaborate with our other partners, forming a cohesive and highly effective team. They’ve taken the time to truly understand our products, our market, and our customers to enable them to consistently deliver high performing campaigns. Their proactive account management, combined with an excellent understanding of marketing analytics has enabled us to maximise our investment in paid digital campaigns. Proctors has played an important role in delivering significant year-on-year growth for our business. We couldn’t recommend them more highly.
Increase in directly attributable opportunities from PPC from FY23 to FY24
