Background: Churchill Memorials, a company specialising in memorial services, partnered with BOLT DMS to establish their presence in the UK market and enhance their lead generation through Google Ads.

Challenge: The main challenge was to launch and position Churchill Memorials effectively in a sensitive and competitive market. The goal was to generate high-quality leads while continually reducing the cost per lead.

Solution:

Strategic Google Ads Campaign:

• Developed a detailed and structured Google Ads account to target the UK market effectively.

• Achieved a high click-through rate (CTR) of over 10%, significantly outperforming the wider market average.

• Managed to secure clicks at a cost 50% lower than the market average, enhancing the cost-effectiveness of the campaigns.

Market Launch and Lead Generation:

• Successfully launched Churchill Memorials in the UK market, focusing on their unique offerings and compassionate service.

• Initially ran ads for general memorial services terms, then pivoted to specific services such as headstone cleaning, identifying a market gap with low CPCs and high user intent.

Continuous Improvement and Conversion Rate Enhancement:

• Worked in partnership with industry experts, Unify, to implement a live chat feature on the Churchill Memorials website.

• This addition aimed to further increase the conversion rate by providing immediate assistance and support to potential clients visiting the site.

Results:

• The Google Ads campaign transformed Churchill Memorials from never advertising before to generating £30K per month in revenue, significantly scaling their ad spend.

• The introduction of headstone cleaning ads capitalised on a market gap, benefiting from low CPCs and high intent from users.

• Consistent reduction in cost per lead each month demonstrated the effectiveness of BOLT DMS's targeted approach.

• The live chat feature further enhanced the user experience, contributing to an increased conversion rate.