Driving new business opportunities for FPS Environmental
FPS Environmental provides engineering services in the flood, water, and environmental sectors. The group was launched in 2012 by Civil Engineer and Chartered Water and environmental specialist Simon Crowther after his home was flooded in 2007.
Based on his own experiences with flooding, Simon made it his mission to raise awareness of flood risk and work to reduce it. In the beginning, the company focused on selling flood protection products such as water pumps and water gates on its website. It became apparent that there were enormous opportunities to provide civil engineering services and work with architects, developers, and local councils.
Claire Sneddon, FPS Environmental’s Head of Marketing & Communications, explained: “We didn’t want just to be pigeonholed into flood protection, so we set up the environmental arm of the business to branch out into more civil work. But because we were so well established in the flood protection industry, we needed that little push to be able to get us out there into the civil side. The civil work can range from doing flood surveys for individuals worried about their property’s risk of flooding or obtaining planning permissions to working with large regional councils.”
Scaling the number of incoming enquires and sales leads
FPS Environmental’s website was relatively new so Google ad campaigns became an important factor in maximising the company’s marketing strategy.
Claire Sneddon said, “One of our key goals was to ensure that the four surveyors on the team each had a full diary of appointments, so one of the priorities of the Google Ad campaigns was to drive more sales leads and enquiries into the business. We also needed to build brand awareness and ensure that the ads would catch people who were searching for our competitors.”
“We started working with Maley Digital in October of 2023, and they put our campaigns in place. As well as bringing in a steady stream of sales leads, on average about 100 a month, we gleaned a lot of information about which geographically specific areas worked well and which didn’t. This has allowed us to tighten and focus our ongoing campaigns and maximise our budget.”
Maley Digital put the following solutions into place.
1. Service-Specific Campaigns: Ads were created to highlight FPS Environmental’s range of services, from domestic flood surveys to complex civil engineering projects.
2. Geographical Targeting: Location-based campaigns focused on key areas such as Manchester, Nottingham, and Birmingham.
3. Competitor Analysis: A strategy to appear in searches for competitors was introduced to capture market share.
4. Adaptive Budgeting: The campaign allowed for budget adjustments based on FPS Environmental’s capacity to handle incoming inquiries.
Maley’s reporting is thorough and easy to understand
Claire was impressed by Maley Digital’s responsiveness and proactive approach to managing their account. She commented, “Jake has been brilliant to work with. He breaks everything down into manageable chunks of information that you can actually digest. I don’t feel blinded by science – everything is presented in human language that I can instantly understand and then relay to everyone else on the team. The targeted Google Ads have helped us improve our market position and grow through the steady stream of sales leads.”
She added: “We recognise that we could have done more with the ad campaigns but we had to be realistic about how many sales leads we could actually cope with. This meant we had to put the brakes on sometimes in order to service the number of new clients coming through. In fact, we now need to recruit some more surveyors to cope with the demand. We continually have a four-week rolling waiting list.”
Results at a glance
Growth in PPC generated Leads: 263% increase in YoY PPC generated leads
- July 2024 saw the highest number of leads generated directly from PPC for any single month.
Lowest ever CPAs: within 6 months, Cost per Lead had decreased by 57%
- In September 2024 CPA hit an all-time low, and 96% down vs the previous year
Consistent Conversion Rate improvements: Overall conversion rate increased 6x throughout Maley’s management of PPC
- Influenced by dynamic location targeting, conversion rates often exceeded 8% – a 740% increase compared to the previous year.
