Scaling PPC to Drive Consistent Growth in Sales Opportunities

Brief

When Liquidline partnered with Red C as their PPC agency, the objective was clear. The business wanted to significantly increase the volume of sales opportunities generated through PPC while maintaining strong performance and efficiency.

Although PPC was already contributing to lead generation, there was an opportunity to scale activity and improve consistency in results. Liquidline required a search agency that could build on existing performance, strengthen campaign engagement, and ensure PPC became a reliable driver of ongoing growth.

Approach

Red C began by auditing Liquidline’s Google Ads account to identify opportunities for growth across targeting, messaging, and campaign structure. The focus was on increasing visibility among high-intent audiences while improving engagement and conversion potential.

Campaigns were refined to better align with user intent, ensuring that keywords, ad copy, and landing pages worked together to drive more relevant traffic. Particular attention was given to improving click-through rates by enhancing ad relevance and making messaging more compelling to target audiences.

Conversion tracking and lead generation pathways were also reviewed to ensure that PPC activity was effectively capturing and reporting on sales opportunities. This created a clearer link between campaign performance and commercial outcomes, allowing for more informed optimisation over time.

The strategy focused on steady and sustainable growth, ensuring that increases in volume were supported by strong engagement and consistent lead quality.

Results

The optimisation and scaling strategy delivered strong and consistent improvements in performance.

In Q1 2025, PPC generated 630 sales opportunities, representing one of the strongest starts to the year. In Q1 2026, this increased to 689 sales opportunities, closely aligning with a target of 693 and demonstrating the effectiveness of the strategy.

Engagement improved significantly, with click-through rates increasing from 2% to 5.2%. This reflected stronger ad relevance, improved targeting, and better alignment with user intent.

Confidence in PPC as a growth channel also increased. Since partnering with Red C, Liquidline has increased its annual PPC budget by 79%, supporting further expansion and continued performance gains.