case study
Turning Misleading Conversions into Scalable PPC Growth
Felgains
Red C helped Felgains drive better, higher quality qualified leads, with clearer attribution. This clarity led to significant investment in PPC activity.
Brief
When Felgains partnered with Red C as their PPC agency, campaigns were generating conversions at an efficient cost of £12 each, suggesting strong performance on the surface. However, analysis revealed that the majority of these conversions were “directions to store” actions from users across the UK, many located hundreds of miles away from the showroom.
While results appeared positive, they did not reflect genuine commercial intent. PPC performance was being overstated, with spend driven towards low-value interactions rather than meaningful opportunities. Felgains needed a search agency that could realign PPC activity with real customer demand.
Approach
Red C audited the Google Ads account and restructured campaigns into two clear strategies. Local campaigns targeted users within a realistic travelling distance of the showroom, focusing on genuine in-store visits. National campaigns promoted Felgains’ home visit and delivery service to capture demand across the UK.
Keyword targeting, ad relevance, and conversion tracking were refined to ensure PPC performance reflected meaningful business outcomes.
Results
Investment in PPC increased by 1,500% as confidence in the channel grew. Cost per conversion remained efficient, rising only slightly from £12 to £13.50. CTR increased from 1.19% in Q1 2025 to 7.17% in Q1 2026.
PPC is now a scalable and strategically aligned growth channel delivering real commercial impact.
