4Ps Marketing

Mick George Ltd Integrated Search Strategy

Mick George Ltd specialise in bespoke enterprise solutions for the construction industry. Based in East Anglia and the East Midlands they provide both the machinery and solutions for bulk excavation and earthmoving, aggregate supply, ready-mixed concrete, earthworks and demolition, waste management and recycling. Their search marketing campaigns are managed within the Property team at 4Ps.

The Problem

With a planned site migration, Mick George Ltd wanted to ensure the safe amalgamation of four separate platforms into one fully responsive website without losing authority. They wanted to increase customer engagement, drive new traffic to the website through both organic and paid search to bring new revenue into the business via the website.

The user experience and the content of the previous four websites also required review. The question Mick George Ltd had was: are they giving their customers the best content to meet their intent, and could the user journey be improved?

The Solution

A new paid search localised strategy was deployed. This involved a complete restructuring of their paid advertising campaign including fresh keyword data, a total rebuild of their ad groups and complete re-optimisation of their bidding strategy.

A full content audit revealed rich opportunities to improve the customer experience and improve on page optimisation. The client’s content team received training to allow for ongoing site wide optimisation to take place. A UX review of the customer journey from landing page to check-out highlighted a series of improvements to be made.


Local competitor ads already dominated the paid search landscape and localisation was a key factor in the campaign to improve the effectiveness of the paid ads. The checkout process had a high drop-off rate that had to be addressed.

The Results

A seamless amalgamation of the four websites into one resulted in a zero loss in traffic. The paid search strategy delivered a click through rate that improved 634% on the previous campaign over a six month period.

A combined SEO and paid strategy, including improvements made to the customer experience from landing page to checkout, resulted in an overall eCommerce conversion rate showing 155% improvement over a six month timeline. The campaign success hit the key strategic objectives: to improve the customer experience and bring new revenue to the business.

Stuart Costello, Head of Marketing at Mick George Ltd, commented

“We approached 4Ps back in 2015 with some very clear objectives of how we wanted to move the business online. 4Ps understood exactly what we were trying to achieve and we appointed them to manage the digital side of our business. In the last six months the team at 4Ps have worked hard on this strategy and the results so far have been brilliant; we are really pleased with how things are progressing. The exciting thing for us is that there is still so much more we can do!”

4Ps isn’t just another PPC management agency. To discuss how paid search strategies are evolving alongside new developments in ad technology and localisation, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about data, marketing and user behaviour across all inbound channels.