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Webskitters’ Strategic PPC for Waste Management Delivering Big Wins In Lead Growth

A Dynamic Pay-Click Marketing Campaign for a UK-based Waste Management Company

Find out how Webskitters’ advanced PPC execution elevated Enviro’s enquiry numbers, refined lead quality, and cut acquisition costs using targeted performance adjustments.

45% Increase in Lead Generation
28% Increase in Conversion Rate

About Enviro Waste Management

Enviro Waste Management (EWM) is a waste management company based in London, specializing in office waste management. The business focuses on providing eco-friendly, reliable, and cost-effective waste collection and recycling solutions tailored to the needs of businesses, particularly offices and commercial establishments.

Industry Commercial Waste Management

Technology Used Google Ads, Google Analytics, Google Search Console

Services Used PPC

Project Duration On-Going

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Project Objectives

The Webskitters team was focused on helping Enviro increase enquiries from potential clients. For this, we developed a strong paid strategy and highly accurate targeting. Our team used PPC for Waste Management to build momentum and connect the brand with high-intent users through a refined Pay-Per-Click marketing campaign designed for increased conversions.

Boost High-Intent Enquiries

Drive consistent, high-intent enquiries from commercial and office users who need reliable, compliant waste collection services.

Expand London-Wide Visibility

Strengthen visibility across London by refining targeting, messaging and landing experiences to capture real buyer demand.

Maximise PPC Performance Gains

Reduce wasted ad spend while pushing PPC for Waste Management to deliver measurable performance improvements.

Challenges

Our client Enviro Waste Management faced a situation where traffic was coming through, but their campaigns were not producing enquiries at a level that justified their spend. The disconnect sat across relevance, targeting, landing experience, and the lack of a clear optimization structure.

Low Enquiries Despite Traffic

Even though click volume existed across commercial and sack-collection campaigns, users rarely converted into calls or form submissions. The core challenge was that the traffic entering the funnel did not align with the needs of real buyers, resulting in minimal engagement and near-zero lead generation across key segments.

Poor Return On Spend

Cost per lead had risen to a point where campaigns effectively produced no meaningful ROI. Budget was being consumed by low-value searches and irrelevant clicks, which meant the account could not reach the threshold required for inbound momentum or consistent enquiry flow.

Value Proposition Not Translating

Enviro’s strengths in eco-friendly handling, full compliance, and London-wide service were visible on the site but were not reflected in the ad journey. Prospects were not seeing enough proof or clarity during the click-through path, resulting in weak engagement and limited trust in the offering.

Targeting And Messaging Gaps

Misaligned keywords, broad audiences, and generic ad copy created a weakened acquisition path. Our client’s prospects who were searching for strict compliance, sustainability assurances, or cost clarity did not find messaging that matched their priorities. Combined with attribution gaps and limited optimization, the marketing funnel struggled to generate qualified leads.

Key Solutions We Achieved

Solution 1

Customer Match List Integration

Existing customer datasets were used to build high-intent lookalike and remarketing audiences. This raised relevance across commercial waste searches and strengthened mid-funnel engagement. The fine-tuning produced clearer behavior signals, improved campaign stability, and created a steady flow of qualified prospects into Enviro’s lead pipeline.

Solution 2

Domestic-Segment Campaign Build

A dedicated campaign was created for residential and small-business users needing quick, compliant waste removal. Ad creatives and messaging were tailored for local, one-time service requests. This opened an entirely new segment for Enviro and added a significant share of fresh inbound enquiries.

Solution 3

Multi-Variant Landing Testing

Several landing page versions were tested, primarily adjusting form placement, headline tone, value reassurance, and CTA strength. The winning layout delivered higher form submissions and drove an increase in call-based enquiries, resulting in a more efficient post-click journey across commercial and domestic segments.

Solution 4

High-Intent Keyword Expansion

The account’s keyword structure was rebuilt around searches that carried clear buyer intent, such as 'commercial waste collection London' and 'domestic rubbish removal near me'. Quality Scores improved and unnecessary spend was reduced. The campaign began attracting users with a stronger intent to enquire.

Solution 5

Relevance-Aligned Ad Framework

Ad messaging was restructured to highlight eco-friendly handling, rapid response, compliance, and transparency in cost. This created a clearer value connection for prospects and ensured every click started with the information users cared most about, leading to stronger engagement and more deliberate enquiry behavior.

Solution 6

Data-Driven Optimization Process

A new optimization framework was applied to address performance blind spots. Attribution clarity improved, bid adjustments became more precise, and budget distribution shifted toward segments demonstrating real enquiry potential. This approach helped stabilise the account and prepared it for consistent month-on-month gains.