Case study · Removals & Storage
Britain's oldest removals brand was spending more to win fewer leads. We rebuilt paid search and social from the ground up, fixed the SEO foundations and tightened the funnel, until every marketing pound worked harder and the right enquiries started flowing in across home, international and business moves.
Visit pickfords.co.uk ↗The brand
Pickfords is the UK's largest removals and storage company, a fixture of British roads for generations with its iconic blue lorries and a turnover north of £60 million. The brand moves homes, offices and people across domestic, international and business markets, trusted for dependable relocations at scale. The opportunity was to modernise a heritage name's digital lead generation so a brand everyone recognises could win the high-intent enquiries it deserves online.
The challenge
Pickfords operates in a sector buffeted by external forces, interest rates, housing-market swings and the after-effects of the pandemic, and all of it landed on the demand line. Paid media had drifted into inefficiency: spend was climbing while lead volume and ROI slipped, and campaigns no longer reflected the real economics of each market. Underneath, the website carried duplicate content and an ageing structure that suppressed search authority and made it harder for people to enquire. With both B2C and B2B revenue exposed, the brief was unambiguous: drive more qualified leads, cut acquisition costs and rebuild sustained, measurable growth across three distinct markets.
We didn't tweak the campaigns, we rebuilt the lead engine, then proved it move by move.
The approach
We tore down and rebuilt the PPC programme across domestic, international and business segments. Ad copy, keyword targeting and bid strategy were reconstructed from scratch, with budget and forecasting modelled alongside Pickfords' senior team so spend followed genuine demand.
Markets rebuilt 3Advanced attribution, CPA filtering and demographic bid adjustments brought discipline to delivery. Regular search-query audits and smarter ad scheduling concentrated budget on high-intent windows and cut wasted clicks.
CPA reduction -31%Resolving duplicate content and improving on-page relevance lifted Quality Scores across the account. That fed straight through to lower cost-per-click, stronger ad positions and a search presence that finally matched the brand's stature.
Quality Score +42%Targeted CRO recommendations were implemented fast across the key landing pages, sharpening forms, messaging and quote journeys so more of the hard-won traffic turned into qualified enquiries, not bounces.
Conv. rate +87%The results, in depth
Every channel, before and after — an audited view of where the growth actually came from.
The craft
