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Record growth delivered for KPI’s utilising Paid Ads (Google Ads & LinkedIn Ads), SEO and CRO.

Hatch’s Paid Ads, SEO & CRO team used their expertise to deliver record results for GFS, one of the UK’s leading eCommerce delivery service providers.

Services used:

Google Ads

The results

Introduction

GFS is a leading eCommerce delivery service provider, managing over 30 million parcels annually. As one of the largest buyers of carriage in the UK, GFS plays a pivotal role in the logistics industry. Despite their established international reputation, GFS faced several challenges impacting their digital growth and lead generation.

Challenges faced by client

Underutilised Channel

Limited Online Visibility

Before partnering with Hatch in April 2024, GFS was grappling with a number of challenges with their paid media strategy:

  • Underutilised Channel: Google Ads was being used sporadically and not to its full potential, with limited budget and optimisation. 
  • Overdependence on Trade Shows: Due to paid ads and website conversion barriers, GFS relied heavily on trade shows for lead generation, which constrained their growth potential.
  • Limited Online Visibility: GFS had no presence outside Google Ads, missing out on a valuable channel in the form of LinkedIn Ads. This absence limited their ability to tap into professional networks and expand their audience reach effectively.

This combination of factors significantly constrained GFS's ability to generate leads, engage their audience, and diversify their digital marketing efforts.

What the client says:

Hatch has been fantastic since we joined in 2024 and has completely transformed our PPC and SEO results. The team isn’t just knowledgeable — they genuinely care, going above and beyond to support us every step of the way. If you need a digital marketing agency that is proactive and delivers results, Hatch is the one!

Shambhavi Prakash Pai, Content & Brand Manager

GFS

Solution

Google Ads

To address GFS’s challenges and unlock their growth potential, Hatch implemented a comprehensive strategy that tackled both their paid media shortcomings and broader digital marketing inefficiencies. The following steps were key to our approach:

1. Launching New Service Campaigns

Recognising the need to diversify and expand their paid media strategy, we introduced targeted service-specific Google Ads campaigns. These campaigns were tailored to highlight GFS's key offerings, with ad copy designed to engage their target audience and emphasise unique value propositions. This not only improved lead generation but also increased GFS's visibility within their niche market.

2. Optimising Conversion Tracking

One of the critical barriers to effective lead generation was the lack of accurate tracking data. We conducted a thorough audit of their existing conversion tracking setup and implemented improvements to ensure all valuable actions, such as form submissions and phone calls, were being accurately tracked. This allowed us to:

  • Identify high-performing campaigns and keywords.
  • Allocate budgets more effectively toward strategies that delivered the best ROI.

With enhanced tracking, we gained actionable insights to continually refine and optimise the campaigns.

3. Collaborating with SEO & CRO Teams

Paid media performance is closely tied to website usability and organic visibility. To address website conversion barriers, we worked closely with GFS’s SEO and Conversion Rate Optimisation (CRO) teams to:

  • Identify and fix friction points in the user journey, such as slow-loading pages, confusing navigation, and poorly designed lead capture forms.
  • Ensure landing pages aligned with ad copy, improving relevance and increasing conversions.
  • Optimise the website for organic search traffic, creating a stronger synergy between SEO and paid media efforts.

4. Expanding Online Visibility with LinkedIn Ads

To reduce GFS's reliance on Google Ads and diversify their digital presence, we launched a series of LinkedIn Ads campaigns. These campaigns targeted decision-makers and professionals within GFS’s ideal customer profile, leveraging LinkedIn’s robust audience segmentation tools to drive awareness and engagement with a high-value audience.

Conclusion

These measures resulted in a significant turnaround for GFS’s paid media performance, with improved lead generation, higher ad engagement rates, and a more diversified digital marketing strategy that has supported sustainable growth. In-target form submissions, conversions, conversion rate, engagement rate and sessions have all improved significantly.

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