Helping Dragon Drilling find success from paid search campaigns

Dragon Drilling is the largest environmental drilling company in the UK. They were referred to us by an existing client because their experience with their existing website and marketing wasn’t delivering the right results. They needed a fresh approach.


Dragon Drilling


PPC, SEO, Web Design



Project Brief

Dragon Drilling came to us as a referral from another client, searching for a digital marketing and website partner that was able to take their business to the next level. The Creative Team got to work redesigning and building their site whilst the Digital Marketing team prepared to take over the marketing strategy.

When they joined us, they had received only 14 conversions with two and a half years of ongoing paid services. This put their cost per lead at £670.60, which is far higher than it should have been for a PPC campaign within their industry and locations.

  • Redesign and relaunch the Dragon Drilling site
  • Analyse Dragon Drilling’s current marketing strategy
  • Reduce Cost per Lead

The Challenge

When we first gained access to the Dragon Drilling Ad Account, it was immediately clear that their existing structure on the Dragon Drilling’s Google Ads account was far from Google Best Practice. This campaign structure was seriously restricting the performance of the ads that were running, which was the cause of the disparity between spend and leads.

We don’t grow when things are easy, we grow when we face challenges.

The Solution

We started by performing a full audit on the account. Although we had already seen that there were some big issues from our initial analysis, we didn’t want to miss anything that was affecting the performance of the account. Following this, we began a restructure on the account, building out ad groups and improving their targeting. The keywords were another issue that were affecting the performance. With all broad match keywords and no ad copy variety, the account was competing with itself and performing low within its quality score.

  • Top to bottom account audit
  • Full account restructure to Google’s Best Practice
  • Keyword and Search Volume Optimisation
  • Quality Score Improvement
  • Tailored campaign performance reviews

Account Restructure

By far the biggest issue affecting the Dragon Drilling account. Campaigns were running with only one ad group, only broad match keywords and only two adverts with identical ad copy. The results were that all keywords were competing with each other to be relevant for only two ads, leading to huge impressions and spend but very little relevant traffic.

We started from scratch, building new specific campaigns with ad groups that were structured with a range of Ads that showed for one keyword type each. This enables ads to only show for keywords that are relevant, improving the likelihood of a click.

Quality Score Improvement

The old site and ads had a low quality score. This meant that Google wasn’t seeing a high level of relevancy between the ads and the landing pages, and would therefore show them less. We optimised both the ad copy and the landing pages to improve this.

Keyword Optimisation

Previously, the account was using only 24 keywords, all Broad Match. This meant that they would show for any similar phrases, misspellings, synonyms, stemmings and related searches. Done without monitoring, it’s a quick way to see a lot of irrelevant traffic. We streamlined the keyword strategy, implemented negative keywords and added more granular keywords to optimise this.

The Results

Following the overhaul on the Dragon Drilling Google Ads account, the results were quickly apparent. The keyword quality scores immediately improved which led to a better click-through rate due to the improved relevancy. The relevant traffic began to convert far more effectively. Over the course of our work with Dragon Drilling, we have increased their conversions by more than 1533%. As a result, they have been able to expand their premises, improve their fleet and secure business in both commercial and domestic properties.


increase in conversions


decrease in cost per lead


increased conversion rate

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