Our approach was practical rather than flashy: fix what stops people finding them, then fix what stops people choosing them.
On PPC, we ran tightly managed campaigns focused on return rather than vanity metrics: the right searches, the right locations, negative keywords doing the unglamorous work of protecting spend, and continuous optimisation of the ads and landing pages they click through to.
The result of the work, in plain terms: supplied a constant flow of leads for 2 years into teh business.
