12,979 impressions. 2,069 clicks. £0.67p a click. Here’s how we did it.
Dragonfly PR was tasked with raising awareness of our client’s passive fire protection solutions among specifiers and contractors in the construction sector. Over a three-month campaign we generating 12,979 impressions and 2,069 clicks through to our client’s website, at an average cost of just £0.67 per click. What was initially a three-month campaign has now been extended to at least the end of the year.
FIREFLY® is a leading manufacturer of passive fire protection solutions, supplying innovative fire barrier systems for the construction industry. With a strong reputation within the sector, the company wanted to increase visibility for fire barrier solutions and ensure customers searching for passive fire protection products could easily find relevant information.
We were tasked with creating and managing a Google Ads campaign to promote its FB180 Ablative Batt Wall System and increase visibility, targeting users actively searching for fire protection solutions.
The solution
1. Campaign research and keyword strategy
Before launching the campaign, we carried out extensive research to understand the competitive landscape and identify sales opportunities
This included:
- Reviewing specifier search terms to understand which keywords were being searched for passive fire protection
- Identifying high-value search terms relevant to fire batt and its applications
- Analysing keyword search volumes to understand demand and identify opportunities
- Reviewing user search intent to ensure keywords aligned with people actively looking for passive fire protection solutions
Rather than targeting broad keywords, the campaign focused on more specific, product-led search terms that were more likely to attract users specifying or installing fire protection systems.
2. Building the campaign from the ground up
We created the entire campaign structure, including:
Keyword targeting
A combination of keyword match types was considered to balance visibility and control.
- Phrase match keywords were used to capture relevant variations of search terms while maintaining control over the type of searches triggering ads. For example, phrase match allowed the campaign to appear for searches containing the targeted keyword alongside additional relevant terms, helping identify new opportunities and understand how users were searching.
- Exact match keywords were also implemented for highly relevant product and solution-based searches. This helped ensure budget was focused on users with strong search intent and reduced the likelihood of ads appearing for unrelated searches.
- Broad match keywords were carefully considered but avoided initially, as the campaign required tighter control while establishing performance data and identifying the most valuable search terms.
3. Creating engaging and relevant ad copy
We drafted ad copy designed to communicate our client’s expertise, describe the fire protection solutions available and encourage users to visit the relevant product page.
The ads focused on:
- The FB180 Ablative Batt Wall System
- Fire protection performance
- Technical expertise
- Product benefits
- Directing users towards further product information
Additional campaign assets were created, including:
- Sitelink extensions to guide users towards relevant pages
- Image assets to increase visibility within search results
- Multiple ad variations to test messaging and identify the strongest-performing combinations
4. Improving campaign quality and optimisation
Once the campaign launched, we allowed sufficient time for Google Ads to gather performance data before making refinements. The focus during this period was on improving the quality and optimisation scores.
Quality Score is influenced by factors including keyword relevance, expected click-through rate, landing page experience and ad relevance. Improving Quality Score helps to create a more efficient campaign by increasing the likelihood of ads being shown for relevant searches and potentially reducing the cost per click.
The campaign is also continuously reviewed against Google’s optimisation recommendations to identify opportunities to improve performance, while ensuring changes are aligned with our client’s objectives rather than applying automated recommendations without consideration.
5. Data-led campaign refinement
After gathering initial performance data, we reviewed search terms, keywords and other campaign performance to identify opportunities for improvement. This included:
- Removing irrelevant search terms that were triggering ads but are unlikely to generate valuable website traffic
- Refining keyword targeting
- Reviewing keyword performance to identify the strongest opportunities
- Adding additional relevant keywords based on click performance and impressions
- Creating additional ad copy based on the keyword changes
- Expanding sitelink extensions to improve user journeys and help visitors find relevant information faster
Ad optimisation reduces wasted spend and improves the quality of traffic reaching our client’s website.
The results
Over a three-month period, the campaign generated 12,979 impressions, 2,069 clicks to the website, at an average rate of £0.67 per click.
The campaign is still live and is successfully increasing website clicks. We are monitoring the ad campaign every week and making refinements where necessary based on the ad performance.
For more information about paid search campaigns and how they can support your public relations and marketing activities, contact us today.
