case study
Shifting PPC Strategy to Unlock Non-Branded Growth
Plantplan
Plantplan were doing well, but they knew PPC could be working harder. They challenged us to target broader, non-branded terms and increase geo-targeted leads.
Brief
When Plantplan partnered with Red C as their PPC agency, activity was heavily focused on branded search with no clear growth objectives. This limited the ability of PPC to generate new business or expand reach.
Approach
Red C restructured Google Ads campaigns to focus entirely on non-branded search. This allowed Plantplan to target new audiences actively searching for office planting solutions.
A dedicated conversion system was built using HubSpot callback forms, enabling accurate tracking of PPC generated leads. Keyword targeting and messaging were refined to improve relevance and lead quality.
Results
Year-on-year, the PPC budget increased by 270% as confidence in the channel grew. Non-branded conversions increased by 211%. PPC is now a structured acquisition channel generating measurable new business opportunities beyond brand demand.
