From PPC to Website Redesign: Grofuse’s Work with CRS NI
Home / Case studies / From PPC to Website Redesign: Grofuse’s Work with CRS NI
CRS NI, established in 2009, is a leading designer and manufacturer of complete recycling equipment and waste management solutions. With a global presence in industries such as Construction and Demolition (C&D), Commercial and Industrial (C&I), Mixed Dry Recyclables (MDR) and Waste Electrical and Electronic Equipment (WEEE), CRS NI is known for its engineering excellence and robust, high-quality products. However, their digital presence and marketing strategy needed an overhaul to better reflect their capabilities and attract more targeted leads.
Client Goals
CRS NI initially approached Grofuse to manage their Google Ads (PPC) campaigns with the goal of attracting more targeted traffic and generating leads from construction and waste management clients in the UK and beyond. As we managed their PPC, it became apparent that their existing website was limiting their success. The site lacked dedicated landing pages to support ad campaigns, had poor SEO structure and visibility, and failed to reflect the quality of their engineering or global reputation. Additionally, the website was difficult to update, offering little control over content, products, or brochures. To address these issues, we proposed a complete digital transformation, starting with the development of a bespoke, SEO-optimised WordPress website. The goal was clear: ensure that their digital presence matched their engineering excellence, driving more relevant traffic and inquiries
What We Did
To help CRS NI achieve their goals, Grofuse designed a tailored strategy that focused on these core areas: website development, Google Ads, SEO, and content marketing.
Bespoke Website Development
We designed and developed a custom WordPress website that empowered CRS NI with full control over their content. The new platform allows them to add and update products, brochures, and spec sheets, publish news, blogs, and case studies with ease, and expand into new markets without needing a complete redesign. The website was built with flexibility and scalability in mind, ensuring long-term success.
SEO Optimisation for the New Website
As CRS NI was preparing to launch a new website, we worked closely with them to ensure that SEO was at the forefront of their strategy. We conducted thorough keyword research, optimised site speed for both desktop and mobile, and addressed technical issues to ensure better crawlability and user experience. We also implemented an on-page SEO strategy, focusing on content optimisation, header tags, and competitor analysis to increase visibility and rankings.
Google Ads and Lead Generation
We implemented a targeted Google Ads campaign to generate qualified leads for CRS NI. By focusing on key sectors like C&D, C&I, and Mixed Dry Recyclables (MDR), we ensured that each campaign was designed to attract relevant traffic. We optimised budget allocation, set up conversion tracking, and created custom remarketing audiences to nurture previous website visitors and drive more conversions.
Content Marketing for Long-Term Engagement
Understanding the importance of content, we developed a strategy focused on creating case studies, newsletters, and technical spec sheets. These resources were designed to engage their target audience and showcase CRS NI’s expertise in the recycling equipment industry. In addition, we incorporated LinkedIn organic posts to maintain a regular presence and engage with industry professionals.
The Result
The digital marketing efforts have already started to yield results. The new Google Ads campaigns are successfully generating leads, while the SEO improvements are driving increased organic traffic to the website. The content marketing strategy has helped reinforce CRS NI’s expertise and strengthened their brand presence. Padraic from CRS NI expressed his satisfaction with Grofuse's service and left a 5-star review.
"Great team who have experts in every field! Grofuse covered all aspects of marketing for us, including a new website, and we are very pleased with the results."
Padraic Conlon, CRS NI Ltd
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