Greenbank Waste Management is a local business but with a strong national reach, providing recycling solutions to a wide array of businesses. The company specialises in recycling machinery, servicing and consultation of waste; ensuring businesses are doing everything they can to preserve both their environment but also the bottom line, helping them navigate the world of rebates and better utilisation.
We have been working with Greenbank for over a year now, starting with our SEO services but quickly developing into Google Ads support. The company have a stringent MQL and we needed to work with the business to establish what success looks like from a prospect level; ensuring we are helping the internal sales team.
Key considerations
- The Capex involved around these machines would limit our focus to specific prospects; ensuring we have MQL criteria and target them accordingly.
- The business has a fixed amount of flagship terms and we need to work hard ranking these, also looking out other opportunities within search.
- Google Ads is a new channel to the business and we needed to support them with leads but also help develop internal teams to understand Google Ads better, so they can make more effective decisions within search.
What we did
- We helped the Greenbank team launch a brand new website which was highly effective out of the gate, ensuring we worked with the developers in a staging environment before going live.
- Continuous SEO work – very fluid approach based on data, covering everything from tech, content and outreach – hyper personalised to the business and the overarching MQL.
- Introduce Google Ads in a phased approach, working with the business weekly to discuss lead quality, approach and pivoting.
What are the results:
- Increasing non-branded clicks by over 271%
- Decreasing CPL to below £20
- 51 of the 164 keywords currently sit within top 5 positions
- 38 of which are holding top 3 positions
- 12 flagship keywords are ranking position one
