DBS Check Online
Regulated Services / B2B & B2C · Jul 2021 — Dec 2021
High-intent leads at scale through paid and social.
210% lift in leads with 242% ROI from PPC in a regulated, search-led category.
DBS Check Online provides background checks for individuals and employers across the UK. The market is search-led, regulated and unforgiving on CPCs. I took ownership of paid and social with a mandate to convert intent into qualified leads at a profitable cost per acquisition.
Engagement details
- Period
- Jul 2021 — Dec 2021
- Role
- Social Media & PPC Manager
Tools & platforms
The challenge
Where we started.
Drive qualified, high-intent enquiries in a regulated, search-led category where CPCs are unforgiving and every wasted click compounds across the account.
Integrated strategy
How we approached it.
01
Intent-first account structure
Refocus paid spend on commercial-intent keywords — strip out research traffic that wasn't converting.
02
Offer-led landing pages
Tight ad copy, landing pages and offer alignment so every click hit a page built to convert.
03
Disciplined testing cadence
Weekly A/B tests on creative, headlines, landing pages and bid strategies across Google and Microsoft Ads.
04
Social as a recall engine
Coordinated paid social to compound brand recall and lift branded search volume.
Execution
What we shipped.
- Rebuilt the Google & Microsoft Ads accounts for clarity and control.
- Launched coordinated paid social campaigns across Meta channels.
- Continuous A/B testing on creative, copy and landing pages.
- Implemented full conversion tracking and call attribution.
Deliverables
What was handed over.
- Google Ads & Microsoft Ads rebuild
- Paid social campaigns
- Landing page CRO
- Conversion tracking & attribution
Results
The numbers.
210%
Increase in leads
242%
ROI from PPC campaigns
2
Ad platforms rebuilt end-to-end
Weekly
A/B testing cadence
Evidence
Proof of the work.
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Add a Google Ads dashboard screenshot showing lead growth.
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Insert a Microsoft Advertising results export.
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Add a Hotjar or GA4 experiment screenshot.
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