1100% increase in leads

Ultimate Screw Piling, known as USP, is a screw piling company based near Salisbury. Its own website describes it as UK screw piling specialists for installation, supply, training and structural design, and as one of the UK's approved designers and installers of screw piles, with value engineering at its core.

Screw piles are a foundation method used in construction, where a steel pile is turned into the ground rather than driven or dug. It is a technical product, bought by contractors, developers, engineers and sometimes homeowners planning an extension, and the people searching for it usually know what they need or are looking for someone who can advise.

The page's brief calls USP an established firm in a niche sector. It is a contract company, so every lead is a possible job, and winning contracts is how the business grows.

A niche sector like this has its own difficulty. The number of people searching each month is small compared with a consumer market, so there is little room for waste. A broad campaign spends its budget on irrelevant searches, such as people looking for other kinds of building work, while the buyers who matter are only a fraction of those who see an ad. Getting the targeting right, and speaking in the language of the people who specify and install foundations, is the difference between a trickle of poor enquiries and a steady flow of real ones.

Because each contract can be large, a firm like this does not need thousands of leads. It needs the right ones, from people with a project and a need, and a way to see which of its adverts bring them.