Driving leads and new business with an integrated paid and organic search strategy, for a newly launched architectural and planning firm.

The Brief

Atticus Planning had just launched their new website, but they knew that simply building a website wasn't going to generate sales and revenue. They needed an agency to drive high intent traffic to site, and for that traffic to convert into leads and sales.

Target's paid and organic search teams collaborated to devise a comprehensive, joined-up search strategy designed to generate immediate website enquiries. We used PPC initially, which supplemented our long-term ambition to build organic rankings for the future through SEO. We created Microsoft & Google Ads campaigns, hyper-focused on Atticus' service area. With a modest budget, we deployed a SKAGs approach [Single Keyword Ad Groups] designed to generate the highest conversion rate at the lowest cost per lead, by driving up Quality Score. This coincided with a comprehensive SEO approach, including extensive keyword research, the creation of new website landing pages, and a systematic link-building campaign to begin to get the brand new website crawled and ranked by search engines.

What's Next

We're now scaling down our SEO fees with Atticus, we're empowering their in-house team with a handover of keyword research and a content plan to the business' in-house team can continue to create Google-friendly blog content that will support search rankings. As of June 2022, we still manage Atticus' PPC, and monthly CPL and lead volume continue to exceed performance expectations in a competitive local market.