TransFUR Animals operates in a highly competitive international pet relocation market, where every enquiry can represent a significant booking. The objective wasn’t simply to generate more traffic, but to attract the right audience and maximise the number of high-quality enquiries.
Campaign Optimisation.
Rather than relying on Google’s own broad targeting, we regularly optimised:
- Search keywords & search intent
- Negative keywords
- Bid strategies
- Daily budgets
- Time-of-day performance
- Day-of-week performance
- Device performance
Every adjustment was based on real campaign data, allowing us to continually improve lead quality and maximise the advertising budget.
Localised Landing Pages.
Instead of directing every visitor to the same landing page, we developed twelve location-specific landing pages tailored to different regions across the UK.
Each page referenced the visitor’s nearest airport, local relocation routes and region-specific messaging, creating a more relevant experience while improving Quality Score and conversion performance.
Continuous A/B Testing
Every landing page became an opportunity to learn. We continually tested different layouts, headlines, imagery, calls to action and page structures to understand what encouraged visitors to enquire.
Adapting the Customer Journey.
Rather than using the same landing page throughout the day, we adapted the customer journey around the client’s business hours.
During office hours, the focus shifted towards telephone enquiries, while outside of working hours the pages automatically prioritised enquiry forms, ensuring potential customers could still get in touch and no opportunities were missed.
The Result.
Following twelve months of continual optimisation, the campaign consistently generated over 100 enquiries every month, with improvements driven not by increased advertising spend, but through smarter targeting, better landing pages and ongoing conversion rate optimisation.
The campaign continues to evolve today as we identify new opportunities to improve performance even further.
Project team
Elevating digital innovation to new heights
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Premium Care Group -
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Pinney Talfourd -
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