Kingspan Insulation Lead Generation

Kingspan Insulation, an Irish manufacturer of building materials with offices in the US, tasked me, as SEO-Web Manager, with developing and executing a comprehensive SEO/SEM/PPC campaign to boost leads and sales.

For the project, I used the SMART method to establish clear and specific goals that are measurable, achievable, relevant, and time-based. I developed a strategic plan and implemented various tactics to improve lead generation. My primary focus areas were developing an effective keyword strategy, optimizing on-page content, building backlinks, and improving technical SEO.


  1. Goal: Increase lead generation by 20% within the next 3 months.
  2. Measurements: Use SEMRush, Google Ads, Google Analytics, and Adobe Analytics to establish measurable metrics for keyword performance, bid analysis, website traffic, and user engagement.
  3. Achievable: Ensure that the goals are realistic and achievable within the campaign’s scope and resources. Develop a strategy that aligns with Kingspan Insulation’s capacity.
  4. Relevance: Create a relevant strategy that includes keyword optimization, on-page enhancements, backlink-building strategies, and technical SEO to directly impact lead generation.
  5. Time-based: Set a clear deadline of 3 months to achieve campaign success.


  1. Conducted detailed market analysis and customer behavior research to craft a buyer persona, and tailored strategy, specifically focusing on SEO/SEM campaigns. 

  2. Performed a comprehensive keyword strategy to target high-converting terms, implemented on-page optimization techniques, executed backlink-building strategies, and ensured technical SEO alignment.

  3. Tailored the campaign to align with Kingspan Insulation’s broader business goals, ensuring that the SEO/SEM efforts contributed directly to enhancing customer acquisition.
  4. Created targeted PPC ads aligned with key business objectives. Employed A/B testing for ad variations to optimize performance.
  5. Utilized SEMRush, Google Analytics, Google Ads, and Adobe Analytics to track and measure campaign performance.

      – KPIs: Tracked keyword rankings, website traffic, click-through rates, and conversion rates. Provided valuable insights that have helped to optimize the performance of our website. Made data-driven decisions to achieve business goals and stay ahead of the competition.
     – Average Cost-Per-Lead (CPL): Monitored and optimized the cost-effectiveness of lead acquisition through PPC channels. Maximized ROI and attracted high-quality leads.


The executed SEO/SEM/PPC campaign achieved remarkable results. The holistic approach, incorporating SMART goals, meticulous strategy, and tactical execution, led to a successful campaign for Kingspan Insulation, exceeding lead generation expectations while maintaining cost efficiency.

Lead Generation

Surpassed the initial target goal of 20% with a 34% increase in lead generation.

Quality Score:

Quality score improved by 20%, indicating enhanced ad relevance and performance.

CPL Optimization:

Effectively managed and reduced the average cost-per-lead, ensuring a cost-effective campaign.

KPI Success:

Successfully improved keyword rankings, resulting in a significant boost in website traffic and elevated conversion rates.

Search Engine Optimization (SEO):

Increased organic traffic by 27% and improved keyword rankings, with a 20% increase in search-generated leads.

Pay-Per-Click (PPC):

Achieved a 30% increase in clicks and a 24% increase in conversions; maintaining a click-through rate above industry averages.

This accomplishment is a testament to hard work and dedication. I’m excited to continue pushing the boundaries of what is possible and look forward to achieving even greater success in the future!


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