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PPC & Website Support: Williams & White

Wiltshire-based removals and storage company

The challenge

Williams & White provides home and business removals, international moving and storage services from its Wiltshire base. The business wanted its advertising to reach customers looking for a professional, trusted service, with greater focus on larger home moves and relevant storage enquiries.

The opportunity extended beyond Google Ads. Paid traffic needed clearer landing pages, visible trust signals and straightforward routes to request a quote. Our PPC and development teams worked together to refine campaign targeting and improve the existing website’s enquiry journey.

20%

More Google Ads clicks

35%

Lower cost per recorded Google Ads conversion

14%

Lower average Google Ads cost per click

212%

Higher Google Ads click-through rate

The solution

Our PPC team separated generic removals searches from location-based activity, giving us more control over targeting and budgets. We expanded relevant location keywords, refined postcode and radius targeting with the client’s feedback, and excluded searches for services such as man-and-van hire that did not match the offering.

We reviewed ad schedules, bidding targets, search terms and campaign budgets to direct investment towards the strongest opportunities. A dedicated Performance Max campaign for storage gave that service its own advertising focus, while ad copy and assets were refined around the company’s professional removals and home storage services.

The latest year-on-year comparison shows Google Ads clicks increasing from 274 to 328 and cost per recorded conversion falling from £26.61 to £17.21. Click-through rate also rose from 1.37% to 4.27%, a 212% increase. Advertising spend also increased by 135%, so these figures describe campaign reach and platform-reported efficiency alongside greater investment. A separate month-on-month comparison showed average cost per click falling by 14%.

Our development team improved the existing WordPress website before introducing the next round of enquiry changes. The work included core and plugin updates, image optimisation, reducing unnecessary CSS and JavaScript, and improvements to fonts, caching and compression.

We then built separate Contact and Request a Quote journeys, with dedicated forms, stronger quote buttons across service pages and Trustpilot rating graphics to build confidence. The client approved these changes and the new journeys went live, making it clearer how visitors could take the next step.

Measurement remains part of the ongoing work. Call and form tracking was updated during the engagement, and Google Ads conversion totals are being reconciled with the client’s enquiry records. Cost per recorded conversion is an advertising-platform measure, rather than a verified cost per booked move. Client feedback on enquiry locations and move types informs further targeting and landing-page improvements.