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Case Study // Prysmian

Calculating Success with Google Ads

This highly effective campaign for electrical cable manufacturer Prysmian was designed to support an ongoing relationship with difficult-to-reach customers. The different channels and techniques used throughout the 12 months demonstrate the effectiveness of an agile, constantly evolving programme delivering great results on a limited budget.

Campaign Overview

Services included:

SEO  |  PPC  |  Social Media

Results

increase in app engagement
0 %
increase in new user sign-ups
0 %
completed calculations
0 k

The challenge

Prysmian’s Cable App is an installation calculator tool for electrical contractors. As well as getting as many sign ups and installations as possible, objectives also included completed in-app calculations – this would help prove the client’s product was being specified on live projects. The overall goal was to develop and support ongoing relationships with difficult-to-reach customers. 

The solution

A range of visual assets designed to arrest the attention of our contractor audience on Facebook. Advertising copy was composed to encourage click-through to a dedicated landing page giving a more comprehensive explanation of the App and directing users to the sign-up process. 

Determined to get the best results for CableApp, Ridgemount trialled and tested both Facebook and Google Ads for this campaign.  

The two campaigns ran alongside each other. It was quickly established that PPC produced the right results, and Facebook advertising was halted within weeks! 

Identifying an effective strategy

Ridgemount then devoted a lot of time into SEO research to identify the most effective keywords that would most likely attract relevant traffic at the lowest cost. PPC advertisements were created, with many different combinations of headline, descriptions and keywords tested to create the most effective combinations. 

The delivery

Overall, the 12-month, two-phase campaign produced a total of 4,045 new users and over 22,000 completed calculations on the App. The Prysmian UK marketing team was overwhelmed with the results, which saw the UK branch of CableApp rise from number 20 out of 26, to number three in just six months!   

This was a hugely successful project. Ridgemount submitted it to the Construction Marketing Awards in 2021 under the category Best Small Budget Campaign and won!  

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