PromoSEO Case Study - 312_ Increase in Qualified Enquiries for a Manchester Construction Firm
                     PromoSEO Case Study: 312% Increase in 
Qualified Enquiries for a Manchester 
Construction Firm 
Overview 
Client Business Name: Hawthorne & Co Construction 
Industry: Residential & Commercial Construction 
Location Targeted: Manchester & Greater Manchester 
Services Provided by PromoSEO: SEO, Local SEO, Google Ads, Conversion-Focused 
Landing Pages, Call Tracking & Analytics 
Timeframe: 9 Months 
Hawthorne & Co Construction is a well-established building contractor serving Manchester 
and the surrounding areas. Despite a strong reputation offline, their online presence was 
underperforming. They approached PromoSEO, a UK-based lead generation agency, with 
one clear objective: generate consistent, high-quality enquiries through SEO and Google 
Ads in Manchester. 
Within nine months, PromoSEO delivered: 
• 312% increase in monthly enquiries 
• Ranked #1–#3 for 18 high-intent local keywords 
• Reduced cost per lead by 41% 
• Generated 58 qualified leads per month (up from 14) 
• 5.4x return on marketing investment 
Here’s how it happened. 
 
The Challenge 
Hawthorne & Co Construction faced several critical growth barriers: 
• Website ranking beyond page 3 for “construction company Manchester” and similar 
high-value terms 
• Inconsistent lead flow (averaging just 14 enquiries per month) 
• No structured Google Ads strategy 
• Poor conversion rate (1.2%) 
• No call tracking or reliable attribution data 
Despite investing sporadically in marketing, there was no cohesive strategy. Competitors 
were dominating local search results, and paid advertising campaigns were burning budget 
without delivering consistent ROI. 
The business needed to dominate construction SEO in Manchester, reduce reliance on 
word-of-mouth referrals, and create a predictable pipeline of projects worth £25k–£150k 
each. 
 
The Strategy 
PromoSEO developed a multi-channel lead generation strategy built around high-intent 
traffic and measurable ROI. 
Core Objectives: 
1. Dominate local organic search in Manchester 
2. Build high-converting landing pages 
3. Implement performance-driven Google Ads campaigns 
4. Track every enquiry with precision 
The strategy focused on two parallel growth engines: 
1. Local SEO & Organic Growth 
• Keyword research targeting commercial and residential construction terms in 
Manchester 
• On-page SEO optimisation 
• Local SEO (Google Business Profile optimisation, citation building) 
• Technical SEO fixes 
• Authority-building backlinks 
2. Google Ads for Immediate Lead Generation 
• Full campaign restructure 
• High-intent keyword targeting only 
• Dedicated service-based landing pages 
• Conversion tracking via call tracking and form tracking 
• Negative keyword sculpting to eliminate wasted spend 
This approach ensured Hawthorne & Co would see short-term PPC gains while building 
long-term organic dominance. 
 
Implementation 
SEO Execution 
PromoSEO began with a full technical audit. Key issues included slow page speed, thin 
service pages, duplicate metadata, and poor internal linking. 
Key actions taken: 
• Rebuilt 12 service pages around Manchester-focused keywords 
• Created optimised landing pages for: 
o Commercial construction Manchester 
o Home extensions Manchester 
o Office fit-outs Manchester 
o Property refurbishment Manchester 
• Improved site speed from 4.8 seconds to 1.9 seconds 
• Built 37 high-authority UK backlinks over 6 months 
• Optimised Google Business Profile with weekly updates and location signals 
Google Ads Restructure 
The previous ad account had broad match keywords and generic ad copy. 
PromoSEO: 
• Segmented campaigns by service type 
• Implemented exact and phrase match targeting 
• Introduced conversion-focused ad copy 
• Built dedicated landing pages for each ad group 
• Installed call tracking to attribute phone enquiries correctly 
Within 60 days, paid campaigns became profitable. 
 
The Results 
After 9 months, the transformation was significant. 
Organic Search Growth 
• 18 keywords ranked in top 3 positions 
• “Construction company Manchester” moved from position 27 to position 1 
• Organic traffic increased by 214% 
• Organic enquiries increased from 8 per month to 36 per month 
Google Ads Performance 
• Click-through rate increased from 2.1% to 6.8% 
• Cost per click reduced by 23% 
• Conversion rate increased from 1.2% to 5.9% 
• Cost per lead reduced by 41% 
Overall Lead Generation 
• Monthly enquiries increased from 14 to 58 
• 312% increase in qualified leads 
• 74% of leads classified as “high value” projects 
 
ROI & Business Impact 
The average project value for Hawthorne & Co Construction is £48,000. 
Within the first 9 months: 
• 23 projects were directly attributed to PromoSEO campaigns 
• Estimated revenue generated: £1.1 million 
• Total marketing investment: £198,000 
• Return on investment: 5.4x 
Beyond revenue, the business experienced: 
• Increased brand authority in Manchester 
• Higher-quality enquiries 
• Reduced reliance on referrals 
• Predictable monthly pipeline 
The company has since expanded operations into Cheshire due to sustained demand. 
 
Client Testimonial 
“We had tried digital marketing before and saw very little return. PromoSEO completely 
changed that. Within months, we were ranking at the top of Google for the exact terms our 
customers search for. 
The leads are consistent, high-quality, and measurable. We can now forecast revenue with 
confidence. The ROI speaks for itself - we’ve generated over a million pounds in tracked 
revenue. 
If you're a construction company in Manchester looking for serious growth, PromoSEO is the 
team to work with.” 
 
Managing Director, Hawthorne & Co Construction 
 
Why This Matters 
For construction companies in Manchester, competition is intense. Ranking on page two or 
running inefficient ads is no longer sustainable. 
This case study demonstrates what happens when: 
• SEO is aligned with buyer intent 
• Google Ads are structured around conversion data 
• Landing pages are built to generate enquiries 
• Every click and call is tracked 
PromoSEO doesn’t focus on vanity metrics like impressions or traffic alone. The focus is 
simple: qualified leads and measurable ROI. 
If your business relies on local enquiries, whether in construction, home improvement, 
professional services, or B2B sectors, the principles remain the same: 
• Dominate local search 
• Eliminate wasted ad spend 
• Convert traffic efficiently 
• Track everything 
 
Ready to Generate More Leads in Your Area? 
If you're looking for a UK-based lead generation agency specialising in SEO and Google 
Ads, PromoSEO delivers data-driven campaigns that turn search traffic into revenue. 
Whether you want to: 
• Increase enquiries 
• Reduce cost per lead 
• Dominate local search results 
• Scale beyond your current region 
PromoSEO builds campaigns around measurable business outcomes — not guesswork. 
Contact PromoSEO today at https://www.promo-seo.uk/ and discover how many 
qualified leads your business could be generating every month.