A specialist consultancy with a long sales cycle turned cold, hard-to-explain search traffic into a steady run of qualified project enquiries.
The starting point
Corvus EEC sells technical consulting work that most people cannot describe in a single search. Decision-makers are builders, developers and councils, the projects are high value, and the buying process runs over weeks.
Earlier attempts at advertising had pulled in a pile of unqualified enquiries that went nowhere and made the whole channel feel like a waste.
What we did
Split commercial from residential
We separated the campaigns so the messaging and budget matched who was searching, rather than treating a developer and a homeowner as the same lead.
Tight, specialist keywords
We targeted the specific terms that only a serious buyer would use, and added a long list of negatives to keep students and job-seekers out of the account.
A page that speaks their language
The landing page was written for builders and developers, led with the projects Corvus had delivered, and made it easy to start a conversation rather than fill a generic form.
Call tracking on every lead
We tracked calls as well as form fills so the team could see which searches turned into real project work and double down on them.
The result
By day 75 the account was returning 4.3 times its spend and, more importantly, feeding the team a steady run of enquiries that were worth quoting.
Cost per qualified enquiry dropped by more than a third once the negatives and split structure had time to settle.
“The difference was the quality. We stopped wasting time on enquiries that were never going to convert and started talking to the right people.”
