Qualified Leads via SEM Marketing
Rippl’s PPC goals were clear: boost visibility in a competitive market, attract quality leads, and drive real business impact. We built a strategy to hit these targets, using smart targeting and ongoing tweaks to make sure every ad spend added real value to Rippl’s bottom line. Here’s how we tackled each part of the PPC plan:
Maximising Visibility in a Competitive Market
We dove deep into the PPC landscape, finding the best keywords and placements to showcase Rippl’s strengths. Smart bidding and audience targeting put Rippl’s ads right in front of the high-intent prospects that mattered.
Attracting High-Quality Leads through Targeted Campaigns
To prioritise quality over quantity, we crafted ad copy and targeted specific roles, industries, and behaviours. A/B testing helped us fine-tune messaging, bringing in highly relevant leads.
Delivering Business Impact through Precision Tracking and Optimization
Using Dream Data’s attribution model, we gained insight into each PPC campaign’s performance, tracking £260,000 in revenue from PPC using last-touch attribution. This data-driven approach lets us focus on top-performing campaigns, adjust budgets for ROI, and streamline conversions.
SEO Aligned with Business Goals
For SEO, Rippl aimed to capture brand search, boost visibility, attract ideal customers, and turn visitors into leads. We crafted a strategy to improve rankings but also align with Rippl’s bigger business goals, creating a smooth journey from search to conversion. Here’s how we approached each goal:
Capture brand search
A common oversight for business is missed brand search. This is the easiest way to improve clicks and is crucial for managing your brand narrative. We researched branded keywords using Google Search Console and identified all the areas where Rippl were losing clicks to other sites such as social media, or worse, competitors.
We created new pages very quickly, and secured page one ranks in days.
Improving Visibility and Rankings
To position Rippl as a leader in workforce solutions, we analysed keywords and competitors, targeting keywords that would rank on their money-generating pages. We optimised on-page SEO and added internal linking to bolster the most important conversion-ready pages. Internal links were added across the site as Rippl didn’t have any strategic internal linking previously. We also created articles that supported the bottom-funnel pages and positioned Rippl as an authority in the space.
Creating Business-Driven, Customer-Centric Content
We created a content plan focused on Rippl’s ideal customers—their needs, pain points, and search habits. Using blog posts, guides, and solution-focused pages, we crafted content that attracted traffic and nurtured qualified leads, guiding them along the buyer’s journey and building strong connections with high-value prospects.
Optimising Landing Pages for Conversions
To turn visitors into quality leads, we revamped Rippl’s landing pages to boost engagement and conversions. Content converting for ads is also ranking page one.
By analysing keywords and user behaviour, we identified improvements and applied UX best practices, like clear CTAs and streamlined layouts, that resonated with their audience.
We’ll let the stats speak for themselves
from search campaigns alone
from PPC efforts
Includes money-generating pages.
clicks
From non-branded keywords
Enhanced Website Customer Journey
We re-engineered key landing pages to improve the user experience (UX) with intuitive layouts and clear calls-to-action. The website’s lead capture flow was upgraded from a static form to a HubSpot meeting scheduler, significantly improving lead quality as prospective clients could directly schedule consultations, eliminating non-qualified leads and increasing efficiency.
Lead Capture Improvement: Transitioning from a static form to a HubSpot meeting scheduler allowed for a higher-quality lead experience, filtering for serious inquiries and qualified leads.
User Experience Improvement: The re-developed landing pages led to a higher engagement rate and improved conversion rate due to a more user-friendly and intuitive customer journey.
Above and Beyond
Beyond just SEO and PPC, we worked closely with Rippl’s team to support their broader business goals. By immersing ourselves in their brand and market, we crafted a holistic approach that delivered more than standard marketing. Here’s how we went the extra mile:
Enhanced Data Reporting and Transparency
We provided Rippl with customised reports featuring metrics on lead quality, conversion rates, and revenue attribution, offering a clear view of digital marketing’s impact on their bottom line. These insights enabled data-driven decisions across departments and strengthened confidence in the marketing strategy.
Ongoing Strategic Consultation
Even as the initial projects concluded, we remained actively engaged with Rippl’s team, providing strategic guidance and responding to emerging business needs. This long-term partnership approach allowed us to remain responsive to their evolving goals, helping them adapt their digital strategy in real-time to align with market shifts and business growth.
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We are Senior Level Marketers who focus on SEO and PPC, but our consultancy skills expand across the marketing landscape.
We’re happy to have a discovery call and take a look at what you’re doing now. If everything’s sweet, we’ll tell you! If we see areas for improvement, then we’d love to tell you more about how we can help you.
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Forank have been a seamless and organic extension of our central marketing team, bringing fresh and impactful approaches to SEO and PPC. Our objectives, strategy and measures of success were kept front of mind at all times, as the Forank team provided clear and cohesive planning for every campaign, on top of regular check-ins and idea-sharing to ensure our SEO and PPC investment delivered maximum value and impact.
As a result, we quickly saw significant growth across our key focus metrics which enhanced our brand visibility, website performance and lead conversion. Forank's support has played a key role in elevating our marketing strategy during an exciting phase of business growth, and we cannot thank the team enough for driving this success.
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