Case studyAnonymised client
The result
−24%
Cost per acquisition
+123%
Conversion rate
+116%
Leads
Fixing the landing page before touching the ad account
Atom Digital rebuilt a residential skip hire operator’s landing page and PPC account as one project, on the principle that no campaign change matters if the page it sends people to isn’t doing its job.
The outcome
Cost per acquisition fell from £20.83 to £15.41 (−24%), conversion rate rose from 6.81% to 15.20% (+123%), and total leads rose from 149 to 322 (+116%), comparing the period before the landing page launch to the period after.
Evidence
Before and after, on the same account
Google Ads — before and after comparison
The period before the new landing page launched (7 July – 20 November 2025) against the period after (21 November 2025 – 6 April 2026). Cost per acquisition £20.83 → £15.41, conversion rate 6.81% → 15.20%, total leads 149 → 322. View at full size.
What the rebuild involved
- Bespoke landing page, reduced noise
- Guided multi-step enquiry form
- Stronger social proof above the fold
- Tighter high-intent keyword targeting and negatives
- Proper conversion tracking
- Stronger ad creative to lift click-through
How it was done
The situation
The business hires out residential skips across Greater Glasgow and the wider Central Belt. Paid search was sending visitors straight to a standard service page on the core website.
A destination page that wasn’t built to sell
That page wasn’t built to sell. It was noisy, gave visitors no guided path towards enquiring, and didn’t actively make the case for booking: at best, doing nothing to help a qualified visitor convert.
Diagnosis and decisions
The starting principle: the landing page matters more than the campaign sending traffic to it. No amount of targeting improvement pays off if the destination page is the weak link — so the page was rebuilt first, and the account second, as one deliberately sequenced project.
Page first, account second
A bespoke landing page — reduced noise, a guided multi-step enquiry form, stronger social proof above the fold — launched in November 2025. The PPC account followed in January 2026: tighter high-intent keyword targeting, more robust negative keywords, proper conversion tracking, and stronger ad creative to lift click-through.