Paid Advertising, SEO & Content Strategy for Shutter Company
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Digital Strategy Pay Per Click Search Engine Optimization
- Confidential
- Sep. 2023 - Aug. 2026
- Quality
- 5.0
- Schedule
- 4.0
- Cost
- 5.0
- Willing to Refer
- 5.0
"There is a real sense of trust and integrity in the relationship."
- Consumer products & services
- United Kingdom
- 11-50 Employees
- Online Review
- Verified
Blue Frontier restructured and optimized a shutter company's paid advertising campaigns. The team also developed an SEO and content strategy and managed Google Ads.
Blue Frontier's work resulted in a 53% reduction in Google Ads cost per conversion, a 15% reduction in cost per lead, 12.7 million organic impressions, and 103,000 clicks. The team was organized, responsive, proactive, and collaborative. They understood the client's business.
The client submitted this review online.
BACKGROUND
Please describe your company and position.
I am the Marketing Manager of Shuttercraft
Describe what your company does in a single sentence.
Shuttercraft is one of the UK’s leading plantation shutter companies, operating through a nationwide network of local franchise partners. We supply and install made-to-measure shutters and blinds for homeowners across the UK, combining the support of a national brand with the knowledge and service of local businesses.
OPPORTUNITY / CHALLENGE
What specific goals or objectives did you hire Blue Frontier to accomplish?
- Increasing lead generation across the franchise network
SOLUTION
How did you find Blue Frontier?
- Online Search
- Referral
Why did you select Blue Frontier over others?
- High ratings
- Great culture fit
- Referred to me
- Company values aligned
How many teammates from Blue Frontier were assigned to this project?
6-10 Employees
Describe the scope of work in detail. Please include a summary of key deliverables.
The project focused on improving digital marketing performance and lead generation across our franchise network. This included restructuring and optimising our paid advertising campaigns, improving reporting through Looker Studio and CRM data, and developing our SEO and content strategy. Key deliverables included ongoing Google Ads management and optimisation, performance reporting and cost-per-lead analysis, SEO and content support, organic social media strategy, and the development and optimisation of key franchise landing pages to improve conversion rates. The team also worked collaboratively with our in-house marketing team to identify opportunities, improve performance and support the wider digital strategy.
RESULTS & FEEDBACK
What were the measurable outcomes from the project that demonstrate progress or success?
53% reduction in Google Ads cost per conversion over 12 months
-15% reduction to Franchisee average cost per lead from paid advertisement channels
12.7 million organic impressions and over 103,000 clicks generated over 12 months
The project has delivered strong measurable improvements across our digital marketing activity. Key results include a 111% increase in franchise partner landing page conversion rates and a 53% reduction in Google Ads cost per conversion over a 12-month period. We also achieved a 15% reduction in the average cost per lead for our franchise partners from paid advertising channels. From an organic perspective, our activity generated 12.7 million impressions and more than 103,000 clicks over 12 months. Alongside these results, we now have much better visibility of performance across our franchise network, allowing us to make more informed, data-led marketing decisions and continually optimise activity.
Describe their project management. Did they deliver items on time? How did they respond to your needs?
Kian has been fantastic to work with throughout the project. He is organised, responsive and proactive, with work delivered on time and communication always clear. He has taken the time to understand our business, our franchise model and what we are trying to achieve, rather than taking a one-size-fits-all approach. When priorities or requirements have changed, Kian and the team have been flexible and quick to respond. Regular communication, reporting and meetings have also helped keep us informed on performance, next steps and areas where we can continue to improve.
Over the course of the partnership, he has developed a strong understanding of what we are trying to achieve commercially, which makes the relationship feel collaborative rather than simply client and agency.
Occasionally, projects took longer than we would have liked, particularly website updates. A little more proactive project management to drive these forward would have been beneficial.
What was your primary form of communication with Blue Frontier?
Virtual Meeting
- Email or Messaging App
What did you find most impressive or unique about this company?
What has impressed me most is how invested Blue Frontier are in understanding our business rather than simply acting as an external agency. Our franchise model can be complex, with the needs of the central brand as well as individual franchise partners to consider, and the team have taken the time to understand both.
We have formed excellent relationships with the team at Blue Frontier. Their approach is proactive and commercially minded, and they aren't afraid to challenge our thinking or suggest a different approach when the data supports it. There is a real sense of trust and integrity in the relationship – we know the team have our best interests at heart and will always give us an honest and transparent view.
We value that enormously, particularly knowing their recommendations are focused on delivering genuine results rather than simply completing a set list of activities. The breadth of expertise within Blue Frontier is also a real strength. Having specialists across paid media, SEO, content, social and digital strategy means we can draw on different areas of expertise, while still having Kian as a consistent point of contact who understands our wider objectives.
That combination of expertise, honesty, trust and genuine partnership is what really stands out for us.
Are there any areas for improvement or something Blue Frontier could have done differently?
Overall, the work across Google Ads, campaign structure and account management was superb. Lead quality was strong, and we particularly valued the team’s hands-on approach to supporting our franchisees. We appreciate that a franchise model is complex, with multiple individual accounts to manage while also delivering good value across the monthly fees. If there were one area to develop further, it would perhaps be an even more tailored approach to each franchisee, with more regular, hands-on account management. The franchisees really valued the individual account management calls that we introduced towards the end, and in hindsight it would have been beneficial to have these in place earlier. A dedicated account management resource – although we appreciate our account may not have been large enough to warrant this – could have provided more time to continually drill into individual accounts and campaigns, identify optimisation opportunities and proactively respond to Google updates or changes that could affect campaign structure and performance. It could also have enabled more meaningful conversations around individual budgets – identifying where there was scope to increase investment and, importantly, helping franchisees understand the potential impact and expected return from doing so. This would have given them greater confidence in making informed decisions about their marketing investment. Overall, this is more about building on what worked well and providing additional resource and individual attention within what is inherently a complex franchise model. A few opportunities to strengthen the Meta offering and provide a more tailored approach to individual franchisee needs.
RATINGS
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Quality
5.0Service & Deliverables
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Schedule
4.0On time / deadlines
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Cost
5.0Value / within estimates
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Willing to Refer
5.0NPS
