DATE
2025
Express Bi-Folding Doors Group
Working with Express Bi-Folding Doors at a group level to help drive sales lead generation across all three of their businesses, minimising cannibalisation and supporting group growth.
The Results:
88% YoY reduction in cost per lead
19% increase in lead volume
Lead Generation
Digital Marketing
Services
Paid Social, PPC, Digital PR & SEO
Category
Home Exteriors
Client
Express Bi Folding Doors
Establishing a commercial strategy for the group
When Express Bi-Folding Doors first approached us, they were working with a much bigger agency who hadn't taken into consideration the total group position, solely focussing on the hero brand, Express Bi-Folds.
Whilst there was a job to be done on the hero brand, Audience built a group wide strategy, using each business to fuel the growth of the other, using strategical data sharing across Digital Paid Media channels.
Technical Site Audits & Key Word Research
To ensure efficiency in our efforts and identify quick wins that could be capitalised on to quickly boosting Site Health and bolstering SEO performance. Within just a short space of time, we saw huge percentage increases in this metric contributing to a positive shift in domain authority.
Similarly, as part of the research key search terms were identified respective of each brand, this ensured that SEO strategies were maximised with minimal cannibalisation across the group to ensure each business stayed out of the way of the other and the group could capitalise on the total market.
Harnessing data to maximise paid media efforts
Each business within the group had a unique offering, supporting the other. Utilising first party pixel data embedded within the Express Bi-Folding Doors site, allowed us to segment these customers down and retarget accordingly.
For instance, if a sale was won through the hero business, we know they more likely to buy from the second. Same goes for lost sales, with ads actively calling out customer objections such as price or delivery lead times.
This allowed us to maximise our chances in growing each of the three brands, with each business playing an active role in supporting the other.
Restructuring Paid Social Ad accounts for stronger performance
When the account was first onboarded, the paid social set-up was basic: Two campaigns with very basic interest based targeting.
Our goal here was to establish a structure which maximised total reach whilst also maintaining quality of targeting, supporting the other businesses and allowing for optimisations to be made.
Each Showroom within the group got it's own dedicated campaign and budget. Within the set-up were three distinct audiences, covering interests, lookalikes and first party data - each with their own set of ads, allowing for budget optimisations to be made based on their response.
The results were immediate, with a new sophisticated structure in place, we saw average cost per sales lead drop over night from £20+ to around £7 on average
Leveraging Google's portfolio to increase group performance
In order to grow the group as a whole and reduce any risk of cannibalisation, analysis was carried out to determine where each of the businesses had the strongest chance to win.
Previously, the campaign structure had a heavy reliance on PMAX, with Google spending budget where it deemed success to be. However, taking a more manual approach to our planning, we established different channel cases within the Google Portfolio for each business.
Those with a more Ecommerce function were moved through Google Shopping where immediate purchase intent is more likely, where as the businesses with a longer lead time pushed towards manual search, adapting our approach to suit customer research behaviour.
Adopting this approach led to a -52% reduction in cost per lead pushing a 187.2% increase in leads generated.
Targeting search terms with high customer intent
As part of our insights and research, branded search was down almost 23% largely down to a result of customer behavioural changes and increased competition within the market - particularly as a result of competitor activity on PPC.
This lead us to identify gaps in the market in the form of long-tail keywords, where customers with high intent were searching during the research phase of their buying cycle.
Developing on site content to satisfy this need saw a 9.1%increase of new keywords the brands were ranking for within the first 3 months, opening the doors to a wealth of new customers.
Boosting Domain Authority through press engagements
Utilising the brands already strong reputation and celebrity endorsement, a digital PR strategy was developed, taking advantage of trending topics and circulating press releases and engagements in line with relevant talking points at the time.
Within 2 weeks of deploying, the brand had already seen coverage online with a national publication, starting to further cement the brand as a thought leader in it's space.
