To improve the commercial impact of paid search, we focused on strengthening how HTS Spares appeared across high-intent audiences. This allowed us to better balance online purchases with trade-led enquiries making sure spend was directed where it would deliver the greatest return.

Key parts of our strategy:
• Rolling out our bespoke tracking system so we could see exactly which ads were driving leads, quotes, and sales both online and offline.
• Separating brand and non-brand activity to protect branded demand and track new growth more accurately.
• Targeting competitor traffic to reach customers actively comparing suppliers and searching alternative brands.
• Prioritising higher-value traffic, focusing on trade buyers and commercial enquiries rather than low-value retail purchases.
• Remarketing to warm audiences to re-engage users who showed interest but didn’t convert, helping to recover potential lost sales.

Together, these changes helped HTS Spares capture stronger demand and improve overall ROI from their ad spend.