Google Ads Campaign for Containers Direct

Containers Direct, one of the UK’s leading retailers of shipping containers, had long specialised in traditional storage containers and custom sizing. However, in recent years they’ve carved out a niche in container conversions, offering bespoke solutions for a variety of uses. With their growing service offering, Containers Direct wanted to ramp up lead generation through a Google Ads campaign.

Unlike traditional e-commerce setups where every click and sale can be tracked with pinpoint accuracy, Containers Direct’s sales process was handled through phone calls and offline enquiries. Without a way to trace sales back to Google Ads, they couldn’t determine the profitability of their ad campaigns.

Our goal was to solve Analytics trackings issues and prove the ROI from Google Ads.

The solution came through a phone call tracking service. By assigning a unique phone number that would only appear to visitors coming through Google Ads, we could track exactly how many leads and sales were being driven by the ads.

Here’s how it worked: we set up a new phone number specifically for Google Ads traffic and added custom code to their website, ensuring this number only appeared for visitors arriving via the ads. When potential customers called Containers Direct, the sales team logged the sales into their system as usual. Meanwhile, the call tracking service kept a record of all the calls made to the Google Ads-specific number.

In addition to phone call tracking, we also added tracking to their contact forms and chatbot, allowing us to see which visitors from Google Ads engaged through other methods. This provided a comprehensive view of customer interactions.

With all this data, we could finally determine the number of sales coming from Google Ads, calculate the value of those sales, and analyse the performance of the campaign down to individual ads and keywords. This insight allowed us to optimise the ads for better performance and manage the campaign with far more accuracy than before.

Thanks to this system, Containers Direct could now clearly see the value of their Google Ads investment, leading them to confidently increase their budget and further scale their advertising efforts.