dgg.com.ua
Client
DGG.com.ua
Industry
Consumer Electronics
Services
Google Ads
Tools
How We Increased Sales for a PVC Fencing Company
A combined PPC and CRO project for a Brisbane and Gold Coast-based fencing business.
CRO
Lead Generation
Case Summary
Client
Queensland Fencing Specialists is a Brisbane and Gold Coast-based company specializing in the installation of customized PVC fences.
Challenge
- Increase targeted traffic.
- Increase the number of orders on the website.
- Optimize website pages to improve conversion rates.
Project
In June 2022, Queensland Fencing Specialist approached ADV Advantage to increase sales. Despite having collaborated with another agency, they had not achieved a satisfactory level of sales. Considering the industry specifics, we suggested combining efforts with PPC and CRO to achieve faster results.
Main Objective
The client needed to increase targeted traffic, improve conversion rates, and generate more orders from the website.
Project Overview
We analyzed the campaign structure, landing page, keyword targeting, and conversion path to identify what prevented the website from generating more enquiries.
Key Result
We improved campaign structure, optimized landing pages, and increased the number of qualified leads.
Our Solution
For the most important tasks, the following actions were confirmed and implemented.
-
●
We launched search advertising campaigns segmented by regions and objectives. -
●
We created exact segmentation of search campaigns by keywords. -
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We launched Shopping campaigns. -
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We launched local campaigns. -
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We launched remarketing campaigns. -
●
We optimized the landing page to increase conversion rate.
What We Implemented
-
✓
Campaign segmentation by location -
✓
Keyword structure optimization -
✓
Remarketing campaigns -
✓
Landing page conversion improvements
Before
Campaigns were not segmented enough, and the landing page did not clearly guide users toward conversion.
After
We rebuilt the campaign structure, improved targeting, and optimized key website pages.
Traffic
We focused on users from Brisbane, Gold Coast, Sunshine Coast, and nearby cities.
Conversion
We optimized landing pages to make the path to enquiry clearer.
Sales
We increased the number of qualified orders from paid search campaigns.
Problem
The client had traffic, but the campaigns were not producing enough sales.
Solution
We combined PPC optimization with landing page improvements.
Result
The project generated more targeted leads and improved campaign efficiency.
Research
We analyzed regions, search demand, competitors, and existing campaigns.
Launch
We launched segmented campaigns with separate objectives and keyword groups.
Optimization
We improved bids, queries, landing page blocks, and conversion tracking.
Month 1 — Audit and Structure
We reviewed the existing campaigns, keyword structure, and website pages.
Month 2 — Campaign Launch
We launched new campaigns segmented by service type, region, and intent.
Month 3 — Conversion Optimization
We improved landing page blocks and adjusted traffic sources based on performance.
More Qualified Leads
After rebuilding the advertising structure, the client received more enquiries from users who were actively searching for PVC fencing services.
“The new campaign structure helped us receive more relevant enquiries and better understand which regions generated the strongest demand.”
— Client representative
Key Insight
Many users were not searching directly for “PVC fences”; they were using broader queries such as “fences”. This required a more careful keyword strategy.
Important
We separated high-intent commercial queries from general informational searches to control budget more accurately.
Note
The campaign was optimized not only for traffic volume, but also for the quality of enquiries.
Result
The client started receiving more enquiries from users located in the most relevant service areas.
| Area | Before | After |
|---|---|---|
| Campaign structure | Mixed targeting and broad keyword groups | Segmented campaigns by intent and region |
| Landing page | Unclear conversion path | Improved structure and clearer calls to action |
| Traffic quality | Too many general searches | More high-intent users from target locations |
| Metric | Result |
|---|---|
| Targeted traffic | Increased by 42% |
| Website orders | Increased by 31% |
| Cost per conversion | Reduced by 18% |
Campaign Structure
We divided campaigns by location, search intent, and service type. This allowed us to control budget more accurately and improve lead quality.
Landing Page Optimization
We improved page blocks, calls to action, and content hierarchy to help users understand the offer faster.
CRO
Google Ads
Landing Page
Conversion Rate Optimization
Remarketing
Channels Used
Google Search
High-intent commercial queries.
Shopping
Product-focused search campaigns.
Remarketing
Returning users who had already visited the website.
What was the main goal of the project?
The main goal was to increase targeted traffic and generate more orders from the website.
Which channels were used?
We used PPC campaigns, remarketing, and landing page optimization.
What was optimized on the website?
We improved page structure, calls to action, and blocks that helped users understand the offer faster.
How We Increased Qualified Leads for a PVC Fencing Company
A combined PPC and CRO project for a Brisbane and Gold Coast-based fencing business.
Industry Specifics
The fencing market includes both users who know exactly what type of fence they need and users who are still comparing options.
- Some users searched directly for PVC fences.
- Some users searched for general fencing services.
- The campaign needed to separate commercial intent from broad research queries.
Opportunities
- High demand in target regions
- Clear commercial intent
- Room for landing page improvement
Risks
- Broad queries could waste budget
- Different service areas had different demand
- Users compared several types of fencing
Improvements
Campaign Segmentation
By Region
Brisbane, Gold Coast, Sunshine Coast, Toowoomba, Townsville.
By Intent
PVC fence searches, general fence searches, commercial enquiries.
By Objective
Lead generation, remarketing, landing page conversion.
We focused on users searching for
PVC fences,
but also identified a large group of users searching for broader terms such as
fences.
Search Campaigns
We created separate campaigns for high-intent searches and broader discovery queries to control budget and improve performance.
Main focus: increase qualified orders, not just traffic volume.
Next Steps
- Continue testing new keyword groups.
- Expand campaigns to additional service areas.
- Improve landing page sections based on user behavior.
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Services Used
Search Engine Optimization
Technical SEO, local visibility, content updates and ranking improvements.
Pay-Per-Click Advertising
Branded, non-branded and service-based campaigns across target markets.
Paid Social Media
Lead generation and awareness campaigns for target customer segments.
Link Building
Location-specific authority building and off-page SEO support.
Reputation Management
Review monitoring, survey campaigns and location-level trust signals.
CRO Audit
Conversion path review, tracking setup and lead quality improvements.
Multi-location growth required one integrated strategy
The company needed stronger local visibility, clearer reporting, better campaign tracking and more leads across multiple service areas.
The strategy combined SEO, paid search, paid social, reputation management and conversion optimization into one measurable growth plan.
Snapshot
The team helped us understand what was happening across every location, improved our reporting and moved quickly when campaign priorities changed.
Client Representative
Growth Across Organic, Paid and Social Channels
First-Month SEO Wins
- + Monthly Traffic: +9,614
- + New Website Users: +8,121
- + Organic Traffic: +7,619
- + Monthly Leads: +2,738%
Ongoing SEO Growth
- + Monthly Traffic: +26,796
- + New Website Users: +22,905
- + Organic Revenue: +93%
- + Sessions: +201%
PPC Performance
- − Average CPC: -29%
- + Leads: +146%
- + Conversion Rate: +89%
- − Cost per Conversion: -63%
A structured campaign plan across every location
The work started with campaign audits, website consolidation, local SEO analysis, tracking improvements and service-specific advertising campaigns.
Two websites, multiple locations and unclear tracking
The client needed to consolidate digital properties without losing search visibility, while also improving lead tracking and campaign accountability.
- Preserve rankings during consolidation.
- Improve visibility across local service areas.
- Set clear KPIs for SEO, PPC and social campaigns.
Audit first, then rebuild the growth system
The campaign began with technical SEO, local SEO, CRO and tracking audits. After that, the team prioritized website consolidation, location-page optimization, paid search expansion and review acquisition.
- ✓ Technical SEO and website audit
- ✓ CRO and conversion path audit
- ✓ Local SEO and Google Business Profile review
Website Consolidation Process
1. Content Review
Identify pages to update, merge, redirect or remove based on traffic and business value.
2. Migration
Move relevant content to the new website and preserve the most important landing pages.
3. Redirects
Create redirects to protect SEO value and reduce broken user paths.
4. Tracking Update
Update ads, citations, social links and reporting systems to point to the correct website.
Local search visibility
The SEO work focused on location pages, Google Business Profile optimization, title tags, meta descriptions, backlinks and content updates.
- Location page updates
- Local listing management
- Relevant blog content
Search campaigns by market
Paid search campaigns were structured around branded searches, service-based intent and lower-awareness markets.
- Branded keyword protection
- Service-related keyword expansion
- Geo-specific budget control
Awareness and lead generation
Social campaigns targeted business owners, insurance-related audiences and users who needed emergency preparedness services.
- Lead generation campaigns
- Awareness campaigns
- Audience-specific messaging
Review growth and monitoring
Reputation work helped the company collect feedback, monitor reviews and strengthen trust signals for each service location.
- NPS surveys
- Review monitoring
- Review landing page
Paid Social Performance
Facebook
LinkedIn
Expanding into new markets with better tracking
The next stage is focused on launching geo-specific campaigns, improving budget allocation and using clearer lead-value estimates by channel.
| Area | Main Issue | Action | Outcome |
|---|---|---|---|
| SEO | Low local visibility | Location page and GBP optimization | More keyword rankings |
| PPC | Uneven market demand | Branded and service-based campaigns | Higher lead volume |
| Social | Low awareness | Audience-specific campaigns | More reach and engagement |
| ORM | Review gaps by location | Review monitoring and surveys | Stronger trust signals |
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