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Carlton Services, using digital marketing to bounce back from the pandemic.

Infinity Nation help Carlton Services achieve pre-pandemic revenue levels using SEO and PPC.

Get in touch if you want us to work with you to achieve similar results. 

36% REVENUE INCREASE

243% ROAS INCREASE

£124 REDUCED CPA

60% DECREASED SPEND

Carlton Services

Carlton Services is a family run business founded in 1978 by Gary Carlton. With their esteemed reputation in hands-on experience and knowledge of their products, Carlton have always been one of the top providers of refrigeration, air conditioning, ventilation, catering equipment and heat pump services in the South West. With the company now handed down to Gary’s two sons, Tim and Adam, Carlton Services looked to Infinity Nation to pivot their business online and capture more interest from relevant customers, at an efficient Cost Per Acquisition (CPA) rate.

What was the objective?

1. Increase relevant website traffic 

2. Increase Revenue from Sales 

3. Increase enquiries for Services 

4. Decrease Cost per Acquisition (CPA) for Sales and Services 

What was the challenge?

Previous experiences with digital agencies had left much to desire, in understanding Carlton’s product and service range, and the sensitivities behind this from a pure margin and engineer availability perspective.

A new website was already under development, and rather than battening down the hatches, Carlton Services were determined to, not only survive the pandemic, but emerge from it in the best digital shape in their business history.

Infinity Nation worked closely with the development agency to ensure that the migration was handled correctly from an SEO perspective.

To complement the new website, Infinity Nation ensured that paid performance was operating at the best possible efficiency. Carlton were keen to keep the lights on, and continued to advertise through the latter months of 2020 into 2021, despite the country still being in a lockdown. This allowed Infinity Nation to spot opportunities for improvement and decrease their CPA and increase lead volumes for services, through the single-domain site.

Our Process

Following the migration from 2 sites (Carlton Services and Carlton Sales) into a single website, Carlton Services’ Google Ads account was in need of a complete restructure. New, more granular campaigns, (split by match types), were integrated into the account to allow for a much higher degree of control over how spend could be best utilised. This new account structure paired with new, keyword specific ad copy aided an improved Click Through Rate (CTR) at a reduced cost. Work was also done to prevent budget wastage on clicks which were unlikely to convert.

These implementations had the desired effect of a reduced CPA and increased revenue by allowing the budget to be spent more effectively on higher quality clicks, which had a stronger chance of converting than past site traffic.

‘Contact Us’ completion for Service Enquiries were also up across the whole website, with the increased PPC prominence supporting overall site performance.

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Infinity Nation