We rebuilt the landing page strategy around intent, mobile-first design and conversion-focused journeys, creating a more relevant and seamless post-click experience. The impact was clear. Leads increased by 72%, cost-per-lead dropped by 25% and high-value enquiries, including home visits, nearly doubled, all without increasing ad spend.
Granite & TREND Transformations, a leading kitchen refurbishment franchise, wanted to get more from its Google Ads activity, increasing lead volume while reducing cost-per-lead. While campaigns were well optimised, landing pages were not. Traffic was being driven to generic, outdated pages with little alignment to user intent, especially on mobile, where most users were landing..
Landing Page Optimisation
Google Ads Growth
Lead Generation
72%
Lead growth
25%
Cheaper Cost Per Leads
The Client
Granite & TREND Transformations is a well-established kitchen refurbishment franchise, specialising in high-quality worktop overlays and replacement cupboard doors. Its approach gives customers a faster, cleaner and more cost-effective alternative to a full kitchen renovation. With a strong reputation and an impressive 4.9-star Trustpilot rating, the brand has built a loyal customer base across the UK. They were also recognised as the UK’s Most Trusted Kitchen Makeover Company in 2025, reinforcing their position as a market leader in their space. To support continued growth, Granite & TREND Transformations was investing heavily in Google Ads across a mix of campaign types, including brand, product and competitor targeting. With the right post-click experience in place, this high-intent traffic had the potential to deliver far greater value.
.
Kitchen makeover company
Multi-region franchise
Lead generation
Google Ads
The Challenge
While Granite & TREND’s Google Ads campaigns were well optimised, the landing page experience was holding performance back. Traffic was being directed to generic or outdated pages that didn’t reflect the user’s search intent or the campaign driving the click.
Keywords, ads and landing pages were not aligned, so users were not seeing what they expected when they landed. As a result, many dropped off before ever reaching the enquiry stage.
On mobile, this disconnect was amplified. Despite driving 70–80% of paid traffic, there were no mobile-first pages designed for smaller screens or faster decision-making.
The result was unnecessary friction, missed opportunities and valuable leads falling away before converting.
Grow without extra budget
Well-optimised account
Landing Page Opportunity
How We Delivered
To unlock more value from existing traffic, we took a fresh approach to everything users saw after the click. This meant rebuilding Granite & TREND’s landing page strategy around user intent and conversion-focused design.
Creating pages around intent
We started by creating campaign-specific landing pages aligned to different campaign types, including brand, product and competitor activity. These were then split further by keyword themes, ensuring searches like “kitchen refurbishment” and “cupboard doors” led to highly relevant pages. This improved consistency between keywords, ads and landing pages, giving users exactly what they expected to see.
Intent Optimisation
Customer Journey
On-page Optimisation
Designing for mobile-first performance
With the majority of traffic coming from mobile, every page was built with smaller screens in mind. Layouts were simplified and key information was prioritised. Floating call-to-action buttons were also introduced to keep conversions front and centre. This effectively doubled the number of landing pages from 18 to 36.
Mobile First
Small Screen Optimisation
Multiple Landing Pages
Optimising for conversion
We reworked the hero section to communicate value instantly, with clear headlines and supporting copy. Strong value propositions and multiple calls to action helped drive users towards conversion. In addition, trust signals, including a prominent Trustpilot rating, were positioned above the fold to build confidence quickly.
Navigation distractions were reduced to keep users focused. Meanwhile, FAQs, product sliders, installation videos and clear showroom contact and location details gave users everything they needed to build confidence without leaving the page.
Conversion Focus
Simplified Navigation
Trust Signals
Testing
We validated the new landing page approach through structured testing across a range of campaign types, from national activity through to local and competitor campaigns. Over a six-week period, performance was measured across key metrics, with a particular focus on improving mobile conversion rates. Results consistently showed stronger engagement and higher-quality enquiries across all test areas.
Validated by Data
Structured Testing
Undisputed Results
The Results
The impact of the new landing page strategy was clear from the outset. By improving alignment with user intent and reducing friction from the journey, performance improved across every key metric. Most importantly, this was achieved without increasing ad spend. The same traffic was simply working harder.
.
72%
Increase in Leads
25%
Reduction in Cost-Per-Lead
2x
Increase in High-Value Enquiries
Alongside these headline gains, mobile performance also saw a strong uplift, with a 42% increase in mobile leads. Higher-value conversions, including home visit requests, became a much more consistent outcome rather than the exception.
With improved message match and a more streamlined experience, the landing pages are now doing exactly what they should be doing: converting demand into revenue.
Why It Worked
The uplift was driven by a series of focused, conversion-led improvements that worked together to reduce friction and increase relevance throughout the journey.
Strong message match between keyword, ad and landing page
Mobile-first design built around how users were actually browsing
Reduced navigation and fewer opportunities to drop off
Trust signals positioned prominently to build confidence early
Installation videos to demonstrate the product and remove uncertainty
Each element played a role, but combined, they created a landing page experience that was clearer, faster and far more aligned with user intent.
If you’re sending PPC traffic to pages that weren’t built for PPC, you could be losing value on every click. Speak to WRD about conversion rate optimisation or request a free PPC audit..
