PEL Consultancy Services, a leading private investigation agency in London, specialises in providing discreet investigatory solutions to both corporate and private clients. Their services include spouse investigations, asset tracing, address tracing, and private surveillance.
Despite their expertise in solving complex challenges, PEL faced a significant hurdle in generating consistent, high-quality leads through their Google Ads campaigns, which were managed by another UK-based agency. The underwhelming performance of these campaigns led PEL to seek better results and a tailored approach to their paid advertising strategy.
PEL Consultancy Services approached MagnifyLab after experiencing dissatisfaction with both the volume and quality of leads generated through their existing Google Ads campaigns. The previous structure of their campaigns lacked the precision needed to target the right audience effectively, resulting in higher lead costs and minimal return on investment.
The overarching challenge was to overhaul their digital advertising strategy to ensure a significant increase in enquiries, while also carefully managing costs.
MagnifyLab conducted a thorough audit of PEL’s Google Ads account to pinpoint inefficiencies and opportunities for improvement. It became clear that a more structured, data-driven approach was required.
This included:
The goal was not only to boost lead volumes but also to enhance the overall conversion rate, driving measurable business growth.
The strategy began with a comprehensive analysis of PEL’s existing campaigns. MagnifyLab identified multiple areas where tighter targeting, refined ad copy, and improved landing pages could make an immediate impact.
Armed with these insights, the following actions were implemented:
A new campaign structure was designed to focus on PEL’s core services, ensuring greater relevance across Search and Pmax. This included a strategic mix of search, display, and retargeting campaigns to maximise reach and engagement with their target audience.
We introduced compelling Responsive Search Ads that leveraged solution and value-driven messaging. These ads were tailored to deliver relevance and trust while effectively communicating PEL’s expertise in handling sensitive investigations.
New landing pages were created to align with the campaigns and deliver a seamless user experience. These pages were designed with clear messaging, visually appealing layouts, and strong calls to action, driving higher conversions. Each page was optimised for speed and mobile usability to ensure accessibility on all devices.
To drive even greater performance, we implemented advanced tracking of Sales Qualified Leads (SQLs) and began passing offline conversion data back into Google Ads. This flow of first-party data allowed for precise optimisation, enabling the team to focus spend on the highest-value leads and further reduce acquisition costs.
The results were immediate and impressive. Within weeks, PEL’s enquiry volume soared to a consistent 150-200 leads per month. The effectiveness of the campaigns far exceeded expectations, prompting the client to increase their advertising budget in pursuit of even greater growth. With this additional investment, the strategy was refined further, targeting over 300 leads per month.
By implementing a data-driven, customer-focused approach and leveraging first-party conversion data for continual optimisation, MagnifyLab transformed PEL Consultancy Services’ digital advertising performance. The collaboration reinforced PEL’s reputation as a trusted investigative agency while delivering tangible business outcomes.
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