


Saniflo Specialists
Saniflo Specialists flush out the competition with PPC
Unity’s Google Ads campaigns smash company first year revenue targets for national plumbing business


The Company
With over 20 years in the industry, Saniflo Specialists’ team of expert engineers provide quality Saniflo installation, repair, service plan and maintenance solutions to homeowners and commercial properties.

The Problem
As a start-up business in February 2021, Saniflo Specialists were looking to explode into the market, creating brand exposure to those searching for their services within their territories in the UK.
GEO-targeted campaigns were paramount, as regulations prevented Saniflo Specialists from advertising outside their territories. The structure of the business relied on several engineers to be based in certain UK locations, where their travelling radius allowed the locations to be targeted.

Our Solution
Unity began by building the website for Saniflo Specialists, introducing copywriting to accurately reflect their brand, services and territories. We created landing pages specifically for each area covered, providing users with the confidence that Saniflo Specialists served their area. Messaging and conversion methods were also geared toward the emergency requirements of a breaking toilet macerator system. Due to the emergency nature of the situation, we needed to support the user in making a quick decision and effectively portray the immediate impression of a swift service to allow the customer to be able to get in touch with the business in a timely way – crucial to the customer experience.

The Website
Upon the launch of the website, Unity configured and launched PPC campaigns separated by their target locations to enable the flexible switch on and off of locations. This is most useful when engineers in certain areas are out of office and the budget for these campaigns can be reallocated to alternative locations where engineers have additional availability. Our keyword research also uncovered search terms regarding brand, solutions, services and troubleshooting problems, where we adapted our ads to capture all types of these searches.
By adopting these keywords and specifically constructing the written content to target these topics and search terms, the organic presence of the website, although not directly part of the strategy implemented, increased the website’s findability in relation to campaign keywords. Therefore, traffic from the organic search channel and conversions, as a result, are in second place to PPC for performance.
The ability to swiftly bend and flex PPC campaigns with the needs of the business and engineers available in select regions of the UK.
High return on ad spend as an ‘emergency’ service industry.
The ability to restrict advertisement in set territories regulated by an agreement.
The Performance
- PPC produced at least 1.2K leads to the business in year 1
- Sanfilo Specialists is now in its 3rd year with Unity where conversions from Google ads has increased by a further 60% with less than 50% ad spend increase.
- As a result of the success of the campaign and achieved revenue targets, the company has expanded and hired further engineers.
The Result
- PPC campaigns contributed to at least 83% of website users
- PPC campaigns contributed to at least 85% of conversions
- PPC campaigns achieved a conversion rate of 9.59%
- PPC campaigns achieved an average cost per click of £2.64
- PPC campaigns’ average cost per conversion of £27.51 which is 7.1% of their average order value
- Organic Search achieved 162 conversions
- Organic Search achieved a conversion rate of 9.29%



ALL SIZES
