LinkedIn Advertising provides different opportunities and challenges than Google PPC Advertising. The platform has a higher cost-per-click and a smaller number of users. This leads to intense competition between advertisers, and costs can quickly escalate if campaigns are not properly maintained. Unlike Google, which targets users actively searching for products and services, LinkedIn focuses on professional demographics. Therefore, precise targeting and compelling content is essential to engage users who aren’t necessarily looking for specific services, making ROI optimization more complex.

Seasonal campaigns were introduced alongside evergreen services to ensure we were not missing specialised events. Branded traffic, out-of-hours advertising was reducing the quantity of new business as existing customers were being cannibalised, and the lack of location restrictions was allowing irrelevant leads to be directed to the site. The PPC team strengthened these weaknesses to ensure that only the most relevant customers were being targeted.

As a London-based business, the competition surrounding The Chapel Bar is particularly intense. Efficiency is essential to push the budget as far as possible, and the PPC team achieved this by redirecting spend to the areas of highest return whilst still innovating with new campaigns. Overall, traffic has increased and The Chapel Bar has an excellent level of visibility in the London area. We still work to hone our targeting even further, as this is an aspect of PPC work that can always be improved.

LinkedIn Advertising provides different opportunities and challenges than Google PPC Advertising. The platform has a higher cost-per-click and a smaller number of users. This leads to intense competition between advertisers, and costs can quickly escalate if campaigns are not properly maintained. Unlike Google, which targets users actively searching for products and services, LinkedIn focuses on professional demographics. Therefore, precise targeting and compelling content is essential to engage users who aren’t necessarily looking for specific services, making ROI optimization more complex.

We approached the account by first creating custom audiences to target individuals working in financial roles at a decision-making level. Our ad copy and graphics were differentiated depending on the user’s industry, as tailored messaging generates a much higher level of engagement. Once these initial campaigns went live, we gathered audience data to construct more accurate demographic information and retargeting lists. Leveraging this information led to immense increases in the account’s volume and efficiency.

Managing a LinkedIn Account produces its unique challenges and opportunities, and the PPC team worked hard to ensure the quickest growth without compromising on the quality of user targeting. Utilising the data gathered through the first months of advertising is the key to success, and the PPC team successfully analysed and applied these findings to grow the account to new heights.

Private healthcare PPC presents unique challenges. Cost-per-clicks are high, competition is intense, and a significant proportion of search traffic is research-led rather than conversion-ready.

The challenge for Santis Health was to:

• Reduce low-intent and informational traffic
• Prioritise high-quality patient enquiries
• Maintain efficiency in a high-cost auction environment
• Build sustained visibility without overspending on branded terms

A standard PPC setup would not deliver the level of lead quality required for long-term growth.

We began with a full PPC audit covering campaign structure, keyword intent, search term quality, bidding strategies, device performance, and geographic targeting.

Campaigns were restructured to focus on treatment-specific, procedure-led, and clinician-focused searches, ensuring ads appeared for users further along the patient decision journey. Broader research terms were retained in a controlled manner to maintain visibility earlier in the funnel, without diluting lead quality.

Targeting was refined using historical performance data, with ongoing adjustments made across location, device, and bidding strategies. Brand activity was reviewed and scaled back where appropriate, allowing budget to be reallocated toward high-intent non-brand searches focused on new patient acquisition.

Ad copy and landing pages were aligned closely with search intent, supporting stronger engagement, improved Quality Scores, and more efficient delivery across competitive auctions.

By repositioning PPC as a quality-led patient acquisition channel, Santis Health achieved sustained growth in conversions while improving efficiency over time.

The refined strategy ensured PPC spend focused on attracting patients actively considering treatment, rather than casual researchers, resulting in stronger enquiry quality and more reliable pipeline contribution. PPC became a stable, scalable channel capable of supporting long-term growth in a highly competitive healthcare market.

The sash window PPC market in London is extremely competitive, with high cost-per-clicks and a wide mix of user intent. Many searches are low value or research-led, while profitable enquiries come from homeowners already committed to commissioning work.

The challenge was to build a PPC strategy that:

• Filtered out low-intent traffic
• Focused spend on high-value local enquiries
• Maintained efficiency in a crowded auction environment
• Scaled sustainably without sacrificing lead quality

A standard “always-on” PPC approach would not be sufficient in this market.

We approached the account with a full PPC rebuild, starting with a detailed audit of keyword intent, geographic performance, device behaviour, and search term quality.

Campaigns were restructured to prioritise high-intent sash window services, supported by extensive negative keyword implementation to eliminate irrelevant traffic. Location targeting was refined across London boroughs, allowing spend to be concentrated in the most commercially valuable postcodes.

Device performance was analysed over time, with bid adjustments applied to align budget with the strongest converting devices. Ad copy was continuously refined using competitor insights and A/B testing to improve relevance and engagement, while landing pages were reviewed to ensure strong message match and clear enquiry pathways.

As relevance improved, Quality Scores stabilised, impression share increased, and conversion efficiency improved consistently.

By repositioning PPC as a lead-quality and local dominance channel, rather than a traffic-generation tool, Wandsworth Sash Windows achieved sustained growth in both enquiry volume and efficiency.

The improvements in conversion rate and cost per conversion gave the client confidence in the channel, leading them to double their PPC budget to scale performance further. PPC evolved from an initial testing phase into a reliable and scalable source of high-quality homeowner enquiries, supporting long-term growth in one of London’s most competitive home-improvement sectors.

Private aviation PPC is characterised by high CPCs, volatile demand, and a wide spread of user intent, from early research to urgent, last-minute charter requests.

The challenge for AirX was to:

• Increase enquiries without sacrificing efficiency
• Maintain visibility against larger competitors during peak seasonal demand
• Reduce wasted spend from low-value or exploratory searches
• Scale performance while protecting lead quality

A standard PPC setup would not deliver sustainable results in this market.

Using performance insights and change-history optimisation, we implemented a structured PPC strategy focused on intent refinement and efficiency protection.

Campaigns were refined to prioritise high-intent private jet charter searches, supported by disciplined search-term management and negative keyword work to remove irrelevant traffic. Bidding strategy was managed carefully to ensure competitiveness during seasonal demand while maintaining efficiency.

Ad copy was continuously refined to reflect the key decision drivers in private aviation  speed, reliability, premium service and rapid response, supporting stronger relevance signals and more stable performance in high-cost auctions.

Through intent-led optimisation and disciplined scaling, AirX achieved significant growth in conversions while reducing cost per conversion in one of the most competitive PPC markets globally.

PPC evolved into a reliable acquisition channel capable of capturing urgent charter demand during peak periods, while maintaining performance efficiency and protecting lead quality.