Schedule Demo

High-Intent PPC Lead Generation for UK Insulation Grants (ECO4 & GBIS)

1 x
increase in qualified leads
1 %
reduction in cost per lead
1 %
improvement in landing-page conversion rate
reduction in cost per lead
0 %
improvement in landing-page conversion rate
0 %

Project Overview

Client: Berk Insulation Ltd
Industry: Home Insulation / Government Grant Schemes
My Role: Paid Media & Conversion Optimisation Lead
Channels: Google Ads, Landing Page CRO, Analytics Tracking

Goal: Generate grant-qualified ECO4 & GBIS insulation leads at profitable CPL

The Challenge

The company was receiving inconsistent enquiry volume, rising click costs, and low-intent leads that didn’t meet ECO4/GBIS eligibility.
Ad spend was increasing – but revenue wasn’t scaling.
They needed a precision PPC system that could:
  • Attract grant-eligible homeowners only
  • Reduce cost per lead
  • Create a predictable, scalable enquiry flow

Strategy Implemented

I rebuilt the acquisition system from the ground up:
  • Structured intent-segmented Google Ads campaigns around ECO4 & GBIS insulation searches
  • Designed eligibility-focused landing pages to improve conversion quality
  • Implemented full conversion + call tracking attribution
  • Filtered low-intent keywords & wasted spend
  • Ran continuous bid, creative, and search-term optimisation
  • Applied CRO improvements to increase enquiry completion rate

Measured Results

Within the optimisation phase:
  • Built a stable, scalable paid lead engine ready for regional expansion
Ad spend shifted from unpredictable testing → controlled, revenue-driven growth.
reduction in cost per lead (CPL)
1 %
improvement in landing-page conversion rate
1 %
1 %
reduction in cost per lead (CPL)
1 %
improvement in landing-page conversion rate
1 %
ECO4/GBIS match
1 x
increase in qualified insulation enquiries
ECO4/GBIS match
0 %
increase in qualified insulation enquiries
0 x