SEO & Google Ads Drive 8,226 Leads for Mobility Bathroom Brand
qualified leads generated
leads driven by Google Ads
Google Ads CPA achieved
The Challenge
We’ve worked with Age Care Bathrooms since the summer of 2023, building a strong Search Engine Optimisation (SEO), PPC, and Email Marketing foundation. The challenge was to build on that performance and drive more leads without losing trust with a sensitive, high-consideration audience.
The Business
Age Care Bathrooms is a family-run business that designs and installs mobility-friendly bathrooms for elderly and disabled people across the UK. Their services include walk-in showers, baths, and wheelchair-accessible wetrooms.
The Goal
Our main campaign goal between April 2024 and March 2025 was to drive 7,234 leads, a 32% year-on-year (YoY) increase, to hit ambitious revenue targets. Google Ads was the highest investment area and was tasked with driving 70% of the leads, aiming for 5,063 leads. The client also wanted to maintain a target cost-per-acquisition (CPA) of £120 for Google Ads.
The Strategy
Step 1: Improve SEO Foundations
We started by fixing major keyword cannibalisation issues across service and location pages. Our team restructured the website, consolidated overlapping pages, and aligned keywords to clarify search intent for services such as mobility bathrooms, wet rooms, and walk-in showers. We also improved technical SEO, internal linking, and conversion-focused page content to strengthen rankings and user experience.
Step 2: Build Trust Through Content and Digital PR
To build trust and authority, we launched a content marketing and digital PR strategy focused on helpful, empathetic advice for elderly users and carers. This included educational blogs, trust-focused service page content, downloadable brochures, and advocacy-led PR campaigns around accessible housing and disability support. These campaigns helped increase brand visibility, attract backlinks, and position Age Care Bathrooms as a trusted voice in the industry.
Step 3: Scale Growth with Google Ads
We rebuilt Google Ads campaigns around high-intent search themes and conversion-focused landing pages designed to support cautious buyers. Performance Max campaigns, AI-led testing, and refined audience targeting helped uncover new keyword opportunities while maintaining efficient lead generation. Combined with Conversion Rate Optimisation (CRO) improvements and email nurturing, the PPC strategy scaled monthly spend while maintaining a strong return on ad spend (ROAS).
Working with Exposure Ninja for the past 18 months has had a fantastic impact on our business. Through continuous optimisation, we’ve perfected our PPC campaigns, ensuring a steady flow of high-quality traffic to our website. On the SEO side, we’ve steadily climbed the rankings by focusing on the keywords that matter most to our audience.
Their expertise has not only improved our digital presence but has also helped shape our long-term marketing strategy for sustained growth.
The Results
Result 1:
The integrated strategy exceeded expectations, delivering 8,226 qualified leads; a 13% increase above the target of 7,234 leads and a 50% YoY increase. This growth helped Age Care Bathrooms hit its ambitious revenue goal three months ahead of schedule.
Result 2:
Google Ads was the biggest driver of lead generation across the campaign. Paid search generated 6,278 leads, exceeding the original target of 5,063 leads while accounting for more than 76% of total campaign leads. Performance Max campaigns, conversion-focused landing pages, and AI-led optimisation helped scale ad spend without sacrificing efficiency.
Result 3:
Despite the rapid growth in lead volume, campaign efficiency remained strong throughout. Google Ads achieved an average CPA of £71.27, well below the client’s £120 target CPA.
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