SuperFOIL PPC

SuperFOIL is the UK’s premier manufacturer of high-performance multifoil insulation products. In May 2024 we were tasked with taking over the management of their existing Google Ads portfolio. 

The primary source of Google Ads leads in the past had been in the form of ebook downloads. These were a great way of capturing a high volume of leads at a low cost. However, while cheap, we recognised the need for higher intent, higher quality leads within the funnel. 

Our objective from the start was to not only increase lead quantity but also the quality of leads.

Lead diversification

From the beginning, we wanted to diversify our approach to bring in a wider and more fruitful array of leads.

To begin with, we introduced a new search campaign, funnelling middle-of-funnel search enquiries to a new landing page designed to collect sample requests. This page collected more information from users and generally produced higher intent enquiries. 

Following on from this, we began assigning and adjusting values to leads based on their average quality. This gave Google the data it needed to begin sourcing leads of higher quality, rather than purely focusing on quantity. 

This effort to improve lead quality proved fruitful. We have observed a 139% increase in leads (excluding E-book enquiries)  and a 29% decrease in cost per lead

Performance Max optimisations

Before our management, Performance Max campaigns had been a pivotal part of SuperFOIL’s Google Ads strategy. 

We wanted to capitalise on this by implementing a number of performance improvement changes designed to increase lead quantity and decrease costs. We revamped all asset groups, introducing an array of new video and image assets. In addition to this, we tested a number of new audiences to really refine our targeting. 

Overall, our PMAX adjustments contributed to a 230% increase in monthly leads.

Brand protection

One issue highlighted by the SuperFOIL team was the influx of competitors bidding on SuperFOIL’s own brand-related search terms. 

Tasked with rectifying this we implemented a completely revamped brand protection campaign. This campaign made use of a manual CPC bid strategy, giving us direct control over our bids to undercut competitors. 

We also liaised with SuperFOIL to assist in the registration of their copyright with Google. This change made it far more difficult for competitors to bid on brand search terms in the future. 

Our approach rocketed Search Top Impression Share from 11.48% to 65%. This brand protection strategy helped maintain SuperFOIL’s audience focus, ensuring that high-intent searchers were more likely to click on SuperFOIL’s ads over competing options.