BAXI - PPC advertising for home heating solutions
Baxi's aftersales success: 45.92% conversion rate
Baxi's aftersales success: 45.92% conversion rate
Since the pandemic, consumers have been forced to shop online, searching for the best products and alternatives. This increased demand for various products, and Baxi’s solutions were no exception. As 2021 came to a close, it was apparent that Baxi needed to stay ahead of its competition. With key search terms more competitive and new competitors on the horizon, Baxi needed to outpace competitors whilst keeping costs down. Their aim was to enhance the conversion rate and elevate the return on investment.
The objectives were to drive high-quality calls and online leads to the Baxi Customer Support call centre across the following products:
Discover how our strategies can enhance your leads and ROI in the manufacturing sector.
Baxi’s previous tactics relied on “Top Impression Share Rate” bidding, aiming to maximise brand term impressions and serve relevant Baxi ads for Repair, Service, and Maintenance searches. However, with heightened competition and budget considerations, a shift was imperative.
In response, we implemented the “Maximise Conversion” bidding approach, strategically designed to enhance lead generation within the budget confinements. This adjustment proved pivotal in balancing heightened competition and optimal results.
Baxi Heating, a division of the Netherlands-based BDR Thermea Group, represents esteemed brands in the heating and hot water product sector, such as Andrews Water Heaters, Heatrae Sadia, Packaged Plant Solutions, Potterton, and Remeha.
Manufacturing in the UK since 1866, Baxi is dedicated to offering easy solutions. Beyond selling boilers and promoting Baxi installers, they operate an award-winning after-sales division—Baxi Customer Support—for homeowners.