Case Study: Biffa achieves year-on-year growth in CTR and conversions with ClickThrough Marketing

Biffa boosts CTR to 24.17% with ClickThrough Marketing

The UK's leading integrated waste management company, Biffa, faced aggressive local competition that was impacting its PPC campaign performance. ClickThrough Marketing was tasked with overcoming this challenge to improve click-through rates, visibility, and conversions in the competitive B2B waste management landscape.

ClickThrough Marketing implemented a new strategy that moved away from regional campaigns to nationally targeted ones with city-level targeting and bid modifiers. They further utilized ad customizers with a feed of UK cities to create personalized, localized ad copy. This solution resulted in a year-on-year increase in clicks and a significant growth in CTR from 21.43% to 24.17%, while also reducing cost-per-acquisition and increasing total conversions.

Biffa