Check Asbestos: more leads at a lower cost for a niche local service business
Agency spend wasn't moving commercial performance. Clearer positioning, a conversion-focused Webflow site and call tracking connected to Google Ads brought more leads in at a third of the cost.
More leads with no additional ad spend.
Conversion lift with Webflow landing pages.
About Check Asbestos
Check Asbestos is an asbestos specialist based in Hull. Trading since 2014, it surveys, removes and disposes of asbestos for homeowners and businesses across Yorkshire and Lincolnshire, working from its own disposal depot in Hull.
Survey samples are tested by a UKAS-accredited lab, and the business is a member of UKATA and BOHS and a registered waste carrier with the Environment Agency.
Since 2014
Helping homes and businesses for more than a decade.
Yorkshire & Lincolnshire
Surveys, removal and disposal across the region.
UKAS lab tested
Survey samples tested by an accredited lab.
48-hour surveys
Most reports within three working days.
Getting a return from their marketing spend
As an established local business, Check Asbestos wanted more leads and better quality leads, to get a stronger return on its marketing spend.
It was investing with an agency across a range of marketing activity, but that spend wasn't having a meaningful impact on commercial performance. The team suspected something wasn't right in the strategy or its execution.
Although we didn't realise it at the time, we were heavily reliant for business from our expensive Google Ads campaigns... we were literally sinking advertising costs into the abyss.
Steve Dawson, Managing Director, Check Asbestos
From scattered activity to a focused marketing presence
Three ways I helped Check Asbestos get more from its marketing
Clearer positioning and messaging
I started with a holistic review of the whole marketing function. It showed a disconnect between how Check Asbestos positioned itself and the audiences and problems it wanted to serve and solve.
Using the StoryBrand framework, we rebuilt the positioning around those customers and the problems they bring, then applied it across all of the business's messaging.
A conversion-focused website on Webflow
The review and strategy work also identified technical and UX issues with the existing website.
Migrating the site to Webflow let us launch a new conversion-optimised design and rebuild the technical on-site SEO setup.
Connecting call tracking to Google Ads
As a local service business, Check Asbestos receives a large share of its leads by phone. We tracked every conversion event across the full service range with CallRail and connected that data to Google Ads.
That showed which audiences converted best, so ad spend could be directed towards them while the cost of each lead came down.
Through a mixture of Google management and a new website I feel we now have a fully functioning marketing presence. I also feel for the first time we have a direction.
Steve Dawson, Managing Director, Check Asbestos
More leads, at a lower cost
“The review meetings and monitoring really help us build on our strengths and it shows in our increased profitability.”
- Position 1 on Google. Top of the organic results for multiple high-value search terms.
- Clear positioning. New positioning and messaging built on the StoryBrand framework.
- Every lead tracked. Every call and form enquiry tracked across the full service range and connected back to Google Ads.
In the six months we have used the services of Ignite Marketing and built a relationship with James, the business has seen a dramatic upwards trend in both leads and conversions.
Want similar results?
Answers to the questions I hear most from local service businesses that want more leads from their marketing spend.
Book a free 30-minute call and I'll talk through what I'd look at first.
Book a discovery callWhy is my marketing agency spend not producing more leads?
The most common cause I find is a gap between how a business presents itself and the customers it wants to win. When the message, the website and the ads are each aimed at slightly different people, spend goes up while enquiries stay flat. I start with a review of the whole marketing function, covering positioning, website, tracking and paid campaigns, so you can see where the money is going and which parts are holding results back.
How does the StoryBrand framework improve marketing messaging?
StoryBrand puts your customer and the problem they need solved at the centre of your messaging, with your business as the guide that helps them solve it. It gives you one clear message that you can use on your website, in your ads and in sales conversations. For a service business, that usually means visitors understand faster what you do, who it is for and what to do next.
Is it worth migrating my website to Webflow?
It is worth it when technical or usability problems are limiting how many visitors get in touch. Webflow lets me build a conversion-focused design without a template holding it back, and gives full control over the technical on-site SEO setup, such as page speed, structure and metadata. It is also easy for your team to update day to day, so the site keeps working after launch.
How do I track phone call leads from Google Ads?
I use CallRail, which shows a tracking number to visitors from each source and records every call against the ad, keyword or page that drove it. Those calls are then sent to Google Ads as conversions alongside your web form enquiries. You can compare the quality of calls against forms, and Google Ads can optimise towards the enquiries that turn into work.
How can a local service business rank at the top of Google in its area?
Start with a website that search engines can read easily, with fast pages, a clear structure and accurate metadata. Give each core service its own page that explains what you do and names the towns and areas you cover, using the words your customers type into Google. When that technical setup is matched with clear, customer-focused messaging, your site gives Google the signals it needs to rank you for searches in your area.
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