Civil engineering & drainage
10–12 conversions a month
An underperforming Google Ads account was rebuilt around flood risk zones and started producing consistent enquiries.
A consultancy providing flood risk assessments and drainage strategies for homeowners and developers had inherited a Google Ads account from an external agency. Spend was being consumed with very little to show for it.
Targeting was broad, keywords attracted people researching rather than commissioning, and the website gave no clear route from a search to a report request.
The objective was efficiency rather than scale: a consistent stream of qualified enquiries from a modest monthly budget, supporting the growth of the civil engineering division.
Restructure campaigns, keywords and budget around commercial intent.
Focus spend geographically where reports are actually required.
Give each service a dedicated landing page built for enquiry capture.
The account was rebuilt from scratch. Campaigns were restructured by report type, negative keyword lists were built from real search terms, and ad copy spoke to planning requirements rather than general drainage interest.
Targeting was concentrated on Flood Risk Zones 1 and 2, reaching homeowners and developers at the point a planning condition makes a report unavoidable — the highest intent moment in the entire journey.
The website was redesigned with dedicated landing pages per service so each campaign sent traffic to a page answering exactly the question behind the search, with a form built to capture site address, project type and planning stage.
SEO content and social activity ran alongside the paid work to build organic visibility for the same terms, reducing long-term dependence on ad spend. Reporting tracked cost per enquiry and report value rather than clicks.
Campaigns rebuilt around report types and flood risk zones.
Dedicated landing pages per service and report type.
Tracking focused on cost per enquiry and report value.
A channel that was quietly losing money became the division's most reliable source of new clients. With 10 to 12 conversions a month at a modest spend, the consultancy can forecast report volume and has a repeatable model to grow the civil engineering side of the business.
Construction businesses need more than traffic. They need visibility, enquiries and commercial growth.
Heritage Engineering Division Of An Engineering Practice
Location landing pages, heritage case studies and integrated campaigns strengthened a specialist engineering division's pipeline.
Civil Engineering Consultancy
Capability, sector experience and technical authority were restructured so a civils consultancy reads as a framework partner, not a local supplier.
Specialist Structural Engineering Practice
Positioning, structure and content were rebuilt so a domestic-facing engineering practice could credibly pursue commercial and contractor work.
