A market creation and education campaign for the UK’s first Positive Input Ventilation company. We completely changed their digital marketing approach to educate consumers about this innovative product whilst establishing PIV UK as the market leader, significantly improving marketing efficiency and reach.
Our improved digital marketing strategy dramatically enhanced the efficiency of their advertising whilst establishing PIV UK as the authority in their category. The combined approach created sustainable growth through both immediate leads and long-term organic visibility.
Tristan and his team have done a fantastic job with our website, SEO and managing our Google ads. They are always on hand for any queries, nothing is too much trouble! Wouldn’t hesitate to recommend.
Managing Director, PIV-UK
As the first company in their category, PIV UK faced the significant challenge of introducing an unfamiliar product to consumers who didn’t understand Positive Input Ventilation. They needed to create awareness for the product category while establishing themselves as the market leader, requiring educational content alongside sales messaging. Their existing advertising was delivering poor results with high costs per lead, wasting marketing budget without adequate returns.
We improved their existing website to better communicate product value and benefits, completely restructured their Google Ads strategy, and created a comprehensive multi-level search approach.
50-page business report with extensive research & marketing support
Improved messaging to clearly communicate product benefits
Comprehensive approach at local, regional, and national levels
Complete restructuring of previously inefficient campaigns
We conducted thorough market research understanding consumer awareness and views on ventilation solutions, finding key knowledge gaps and misunderstandings needing to be addressed in PIV UK’s marketing.
Our analysis found different customer groups with different reasons for buying—from health-focused homeowners concerned about air quality to property owners dealing with condensation—allowing more targeted messaging and channel choice.
We developed a complete education-first approach prioritising building consumer understanding of Positive Input Ventilation technology before brand-specific messaging, creating a foundation of product knowledge positioning PIV UK as the natural solution provider.
The seasonal marketing plan we created recognised the cyclical nature of condensation and ventilation issues, increasing marketing efforts during autumn and winter when consumer awareness and urgency peaks. We created clear metrics for both educational and sales goals, measuring not just conversions but also engagement with educational content as an indicator of market development.
We reorganised the site structure creating clear, logical paths guiding visitors from recognising the problem through learning and choosing a solution to purchase, recognising the need for a more complete journey in a new product category.
Our layouts used a progressive information approach layering content appropriately for different knowledge levels, letting new visitors grasp basic concepts whilst providing technical detail for those further along in their decision.
We developed specialised content sections addressing different problems (condensation, mould, air quality, etc.), helping visitors identify their specific issues and see how PIV solutions apply to them. The lead generation layouts were redesigned capturing critical information whilst reducing friction, allowing more personalised follow-up and higher conversion rates.
We created interactive models simulating complete user journeys from different starting points and situations, testing the effectiveness of educational pathways before building.
We reimagined PIV UK’s visual presentation balancing technical credibility with approachable solutions, moving from overly industrial imagery toward more relatable home environment visuals helping customers imagine the product in their own spaces.
Our design approach emphasised clear visual explanations of complex ventilation concepts, using custom illustrations, infographics, and simplified diagrams making technology understandable without technical knowledge.
We created a visual hierarchy prioritising key benefits and problem-solving capabilities, addressing common customer concerns prominently whilst providing access to more detailed technical information for those needing it.
The responsive design was carefully optimised for lead generation on all devices, recognising many customers researched on phones but preferred to enquire through fuller forms on computers. We improved the visual treatment of trust signals including installation examples, customer testimonials, and accreditations, giving these elements greater importance to overcome natural hesitation with new technology.
We improved the existing website platform better communicating PIV UK’s value proposition, focusing on performance improvements and user experience refinements rather than complete rebuilding, minimising disruption whilst maximising impact.
Our development created an advanced content management structure facilitating easy updates to educational materials and product information, allowing PIV UK to quickly respond to customer questions and market developments.
We created dynamic content sections personalising information display based on user behaviour and entry points, presenting the most relevant problem-solution matches based on their journey. The lead capture functionality was redesigned with smart logic adapting form fields and follow-up processes based on user inputs, improving both conversion rates and lead quality.
We created comprehensive tracking and conversion analysis, providing detailed insight into user pathways and how education leads to enquiries, informing ongoing improvements.
We conducted a comprehensive audit of PIV-UK’s existing Google Ads account, identifying significant inefficiencies in campaign structure, keyword selection, and budget allocation that were driving their excessive cost per lead.
Our restructured campaign architecture implemented a problem-solution framework that aligned ad groups with specific customer pain points and search behaviours, dramatically improving relevance scores and click-through rates.
We developed sophisticated negative keyword strategies to filter out non-commercial research queries and irrelevant industrial searches, focusing budget on genuinely qualified residential prospects. The ad copy testing programme systematically evaluated different benefit emphases, educational approaches, and call-to-action phrasing, continuously refining messaging for optimal performance.
We implemented conversion tracking improvements that provided accurate attribution across the extended customer journey, from initial awareness through consideration to enquiry or purchase. The comprehensive strategy reduced cost per lead from over £100 to under £10 within the first month, representing a 90% improvement in marketing efficiency while maintaining lead volume and quality.
We performed a thorough review of PIV UK’s existing Google Ads account, finding significant inefficiencies in campaign structure, keyword selection, and budget allocation driving their excessive cost per lead.
Our new campaign structure used a problem-solution framework matching ad groups with specific customer pain points and search behaviours, dramatically improving relevance scores and click-through rates.
We developed sophisticated negative keyword strategies filtering out non-commercial research and irrelevant industrial searches, focusing budget on genuinely qualified residential prospects. The ad copy testing programme systematically tried different benefit emphasis, educational approaches, and call-to-action phrasing, continuously improving messaging for optimal performance.
We improved conversion tracking providing accurate attribution across the extended customer journey, from initial awareness through consideration to enquiry or purchase. The complete strategy reduced cost per lead from over £100 to under £10 within the first month, representing a 90% improvement in marketing efficiency whilst maintaining lead volume and quality.
Reduced cost per lead from £100+ to under £10 in the first month
Qualified enquiries generated at profitable rates within month one
We created a sophisticated keyword strategy targeting both problem-based searches (condensation issues, mould problems, etc.) and solution-aware terms (ventilation systems, PIV systems, etc.), creating complete content journeys for customers at different awareness stages.
Our localised search approach targeted major UK regions with specific content addressing regional weather patterns and housing types affecting ventilation needs. We developed extensive content establishing PIV UK as the authoritative resource for ventilation information, with comprehensive guides, FAQ content, and problem-specific explanations generating both search visibility and consumer trust.
Technical improvements focused on site speed, mobile usability, and proper search markup, ensuring perfect alignment with Google’s increasingly user-focused ranking factors. Our link-building strategy targeted relevant home improvement, property management, and health-focused websites, building authority signals within topically appropriate areas.
The complete approach secured over 50 first-page keywords within 90 days and maintained consistent organic growth thereafter.
Expanded from 50 to 100+ first-page rankings within 3 months
Dive deeper into our work and see how we’ve helped businesses across industries achieve measurable results through strategic, data-driven solutions.
Contact Manchester Marketing Company with any enquiries. Our team is on hand to assist and will respond promptly.
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