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PPC advertising for home heating solutions

Baxi's aftersales success: 45.92% conversion rate

Their challenge

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.

Objectives

The objectives were to drive high-quality calls and online leads to the Baxi Customer Support call centre across the following products:

  • Maintenance & Support Plan
  • Repair & Care Plan
  • Annual Servicing

Baxi set the following KPIs:

+0k
high quality leads
£0
CPC
0%
CTR
+0k
Clicks

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Solution

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.

Results

+0k
high quality leads
£0
CPL
0%
conversion rate
0%
Q4 YoY increase in leads

Baxi testimonials

Sagittarius have supported us in our homeowner lead generation campaigns for pre and post sales for a number of years now. We have a very complex business model of which Sagittarius has taken the time to really understand. They are quick to respond to our business requirements and objectives, in an ever changing market. From a budget perspective they are efficient and effective in optimising our campaign strategy…

…The appointed team bring a wealth of expertise, their hands-on approach is bespoke which helps our strategy for reaching our KPI’s. We have achieved some really positive results with a consistent high number of top quality leads delivered year after year. Working as a team with Sagittarius is a pleasure, they provide consistent insight and support in a challenging environment. We look forward to continuing our partnership with them.

Baxi

Brigitta Lasko, is a highly skilled Sagittarius team member with an in-depth knowledge of our business requirements in relation to lead-generation. She demonstrates expertise, passion, and drive to en sure we work towards achieving our KPI's. Baxi is a complex multi-layered business relying on various systems to provide tracking and insight…

…These processes are not always straightforward, Brigitta consistently goes beyond, ensuring our 3rd party tools and partnerships work effectively throughout our ad campaign strategy. Alongside our dedicated account key team, Brigitta works as an extension of our Baxi internal team, she is dedicated, approachable and diligent in day-to day tasks which are imperative to our success and overall results.

Baxi

Sagittarius provide exceptional expertise, bringing true understanding to our lead generation business requirement. Their approach is personalised with a focus on achieving our ongoing KPI's. The team have consistently delivered results supporting our business growth…

…They demonstrate in-depth knowledge of our industry and provide continued recommendations tailor-made to support changing market forces. Sagittarius are overall an excellent partner who are considered an extension of our internal marketing team.

Baxi

Who are Baxi?

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.

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