A cleaner Ads account with better conversion rates.
We rebuilt Air IT’s Google Ads account from scratch, cut wasted clicks by 94% and more than doubled the conversion rate by putting budget behind the searches that matter.
Impact
94%
fewer wasted clicks, from 24,855 to under 1,500 a month
+116%
8.82% conversion rate, up from 4.08%
34.35% CTR
£9.74 cost per conversion on brand
Air IT is a UK managed IT services provider supporting SMEs with IT support, cloud infrastructure, cyber security and modern workplace solutions from sites across the country.
We inherited an account that was paying for the wrong clicks. Budget was spread across irrelevant terms, traffic was landing on the wrong pages and low-quality PMax campaigns were doing most of the heavy lifting. Brand terms were mainly picking up existing customers who’d have found Air IT anyway. And the most expensive term on the account, “apple services”, was attracting consumers rather than businesses.
Better traffic, not just more of it. Average CPC has risen from £2-3 to £3.60-4.40, but each click is now far more likely to become a call, email or form fill. And even with less spend behind it, the brand campaign is now the most efficient in the account.
Harrison Carloss’s ability to balance creativity with strategic clarity stood out. Every element had a purpose, and every decision was grounded in insight. They helped us define a brand that inspires trust, communicates our depth of expertise, and reinforces our role as a progressive, next-generation MSP. Moreover, their team approached the project with precision and genuine curiosity, challenging assumptions and pushing our thinking in the right ways. Overall, Harrison Carloss played a pivotal role in shaping a brand we’re proud of and one that truly represents the 24/7, security-driven, end-to-end technology partner our clients depend on.
