When a well-established accountancy practice in Birmingham approached us, they had a very common problem: a fantastic local reputation, but a digital presence that wasn’t pulling its weight.

They needed more inbound enquiries, but their current setup was actively working against them. We stepped in, rebuilt their website, and implemented our lead generation system, and ultimately increased their lead volume by 260%. Here is a breakdown of how we did it.

The Problem: Great Firm, Poor Digital Footprint

Like many successful practices, our client had built a solid business primarily through word-of-mouth. However, to hit their growth targets, they needed to generate new business online. They were being held back by two main issues:

• An outdated website: It was slow, clunky to use on a mobile phone, and functioned more like a static brochure than a lead-generation tool. Visitors were landing on the site, but there was no clear path or reason for them to get in touch.

• A leaky Google Ads account: They were spending good money on Google Ads, but the campaigns were far too broad. They were paying for irrelevant clicks, and the traffic they were getting wasn’t converting because the website wasn’t up to scratch.

• No CRM to nudge enquiries to book an appointment or track where they came from.

Our Approach: Getting the Basics Right, Then Scaling

There is no point paying for traffic if your website can’t convert it. We knew we had to fix the foundation before we started spending their marketing budget, so we tackled the project in two stages.

Phase 1: A Website Built for Conversions We completely rebuilt their website from the ground up. We focused on a clean, professional design that immediately established trust and reflected the high quality of their work. More importantly, we made it incredibly easy for prospective clients to take action. We added clear calls-to-action (CTAs), simple contact forms, and ensured the entire site worked flawlessly on mobile devices.

Phase 2: A Targeted Google Ads Overhaul Once the new website was live and ready to capture leads, we took over the Google Ads account. We stopped the wasted spend by aggressively filtering out irrelevant, informational searches.

Phase 3: Plugged in our system, implementing automated workflows to get enquiries to book a call and nudging them via SMS & email.

We then restructured their campaigns to focus purely on high-intent local searches in Birmingham and the wider West Midlands. By separating their campaigns by specific services – such as corporation tax, payroll, and self-assessment – we ensured the adverts perfectly matched exactly what the user was searching for.

The Results: 260% More Enquiries

Within just a few months, the combination of a high-converting website and tightly managed Google Ads completely transformed their pipeline.

• 260% increase in lead volume: The practice saw a massive jump in the number of local businesses and individuals getting in touch.

• Much higher lead quality: Because the ads were hyper-targeted and the new website clearly communicated their value, the leads coming through were genuine, qualified prospects. This made it much easier for the partners to close new business.

• Lower cost per lead: By cutting out the irrelevant clicks and improving the website’s conversion rate, we ensured their marketing budget went significantly further.