Excel Industrial Doors generate growth through PPC campaign

The Objective

Based in Huddersfield, West Yorkshire, Excel are one of the leading manufacturers and installers of industrial doors, shutters and security products in the UK. Serving the commercial and industrial market, they are a family run business with over 25 years’ experience. Excel approached Northern Media in 2009, as they needed some help driving traffic to their new website, with the ultimate objective of generating more inbound leads. In particular, they wanted Northern Media to focus on resistant shutters and multi-installation opportunities, such as new commercial developments, where profitability was much higher.

Solution Offered

Following some initial research on Google keyword planner, Northern Media worked closely with Excel to categorise the target keywords into a) high profit, b) medium profit and c) low profit. PPC Budget was allocated to each keyword category on the basis of Excel’s priorities, whilst also making it easier to calculate an ROI. Each keyword category was given different geographical coverage, on the basis that Excel would happily travel 2 hours for a high profit project but only one hour for a medium to low profit project. Monthly face-2-face meetings were pre-scheduled to evaluate the results, establish ROI and renew the campaign on an ongoing basis.

The Results

The Google adword campaign delivers in excess of 400 clicks per month, with over 15,000 impressions. The average page position is 2.1 and in 2017 adword clicks grew by over 28%, despite budget remaining fixed.

The number of inbound enquiries for re resistant shutters has increased by over 200% and their average order value has increased by over 15% as a result of generating higher value projects. Excel has also managed to employ a full-time maintenance team to deal with the volume of repair work. The PPC campaign has played a key role in helping Excel grow Turnover from £450K to £900K in five years. The campaign is also supported by a comprehensive SEO and social media campaign, also managed by Northern Media.


“We have been using Northern Media’s marketing services for over 8 years now. What impresses me most is that they consistently deliver results, but still strive to improve the return on our marketing spend. They are never complacent and have certainly played a key role in helping our business grow year on year”

Duane Swift, Managing Director

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