Boosting Local Visibility and Lowering Cost per Lead for Bathroom Inspirations
B2C • Home Services • SEO • PPC
By the numbers.
%
Keyword growth
%
Cost per lead reduction
%
Click through rate
LOCALiQ’s SEO, content, and website improvements helped Bathroom Inspirations grow keyword visibility from around 92 to a peak of 506 ranking terms, cut cost per lead on paid search from about £82 to around £29, and maintain consistently strong 12–14% PPC click through rates – driving greater local visibility, more qualified enquiries, and stronger showroom performance.
The business.
Bathroom Inspirations is a family‑run bathroom showroom in Dorchester, founded in 2004 by twin brothers Patrick and Paul Ackerman. The business has grown from a small showroom into a larger, design‑led space serving rural Dorset and nearby parts of Devon and Somerset. The team specialises in supply‑and‑fit bathroom projects, offering CAD design, product supply and full installation for homeowners in cottages and country properties at the mid‑ to high‑end of the market.
When your showroom is off the beaten track, you need your business to be front and centre when people start their search online.
Challenges.
For years, Bathroom Inspirations relied on word of mouth, local reputation and print advertising to keep the showroom busy. Located on an industrial estate rather than a high street, they depended on people already knowing they existed or discovering them by chance as they drove past.
As customer behaviour changed, more people turned first to Google, social media and online inspiration when planning bathroom projects. Paper magazines and occasional social posts were no longer enough to reliably bring new customers through the door.
At the same time, prospective customers started arriving with Pinterest boards and very specific ideas, expecting the showroom to reflect the latest trends and options. Digital marketing was being handled in‑house by one of the directors alongside their core responsibilities, leaving limited time and expertise for planning and running SEO and paid search campaigns.
They knew they needed to modernise their marketing, but they needed a partner who could lead on digital, explain the data in plain language and translate visibility into real‑world enquiries and projects.
“The whole team is very efficient and proactive – they don’t just react to our requests, they’re always pre‑empting what we might need and taking the time to explain everything clearly. Overall, it’s been a really good experience: easy to work with, efficient, and genuinely fantastic support.”
Danielle Ackerman
Director, Bathroom Inspirations
Shifting from print‑first to digital‑led
Bathroom Inspirations chose LOCALiQ in 2021, building on a long‑standing relationship with a local contact at the Dorset Echo, part of the Newsquest Media Group. This marked a deliberate shift away from a print‑first approach towards a sustained, digital‑led strategy that combined both online and offline marketing.
From the outset, the family gave LOCALiQ “full reign” to review the website, assess their Google presence and propose a marketing plan, trusting the team’s expertise.
Growing local SEO visibility with content and technical work
On the SEO side, LOCALiQ implemented an ongoing programme based on monthly blog content and technical improvements. The strategy focused on winning location‑based searches for bathroom showrooms, installations and design in Dorchester and the surrounding areas.
By concentrating on the places they actually serve, rather than trying to compete nationally, Bathroom Inspirations ensured they were being found by genuine local prospects. Over time, keyword visibility grew from about 92 ranking terms to a peak of 506, showing a much stronger presence when people in the area searched for bathroom specialists.
Running always‑on paid search to drive high‑quality enquiries
In parallel, LOCALiQ ran always‑on paid search (PPC) campaigns, live since 2021. These were tightly targeted to the showroom’s geography and audience, ensuring ads were shown to people within a realistic travel radius and with clear intent.
The campaigns have delivered consistently strong performance, with click‑through rates typically between 12–14%, well above sector averages. Through continuous optimisation rather than major restructures, the cost per lead dropped from just under £82 in the first cycle to around £29 more recently, bringing in more qualified enquiries at a significantly lower cost.
Strengthening the website and local presence
LOCALiQ also helped modernise Bathroom Inspirations’ digital foundations. The team set up and strengthened a professional Google Business Profile, redesigned the website structure and look, and improved landing pages and mobile navigation.
The directors stayed involved at a strategic level: reviewing design suggestions, supplying photos of completed bathrooms and requesting timely updates such as homepage pop‑ups for seasonal sales, which LOCALiQ implemented quickly. Regular reporting and open communication made it easy for them to see how digital activity was impacting enquiries and bookings.
%
Keyword growth
%
Cost per lead reduction
%
Click through rate
Want to achieve results like this?
More customers finding the showroom online
The most visible change has been on the showroom floor, with footfall improving by around 30%. Where Bathroom Inspirations once relied mainly on recommendations and the occasional drive‑by visitor, most new customers now say they found the business via Google or an online search.
For a business tucked away on an industrial estate, being “high up on page one” when someone searches for bathrooms in Dorchester or nearby has become the gateway to growth. This shift in how people discover the showroom has helped drive higher turnover and stronger profit margins.
Stronger search performance and more efficient PPC
Behind this real‑world impact sits a set of sustained performance gains. Organic keyword visibility increased from around 92 terms in 2021 to a peak of 506, driven by ongoing content, technical work and brand page optimisation.
Paid search has remained a reliable engine of demand, with click‑through rates typically between 12–14% and cost per lead falling from about £82 to around £29 over time. This means Bathroom Inspirations is now attracting more high‑quality enquiries at a much lower cost than when they first started digital campaigns.
More time and headspace for the directors
For the directors, the biggest difference is confidence and headspace. Instead of trying to manage campaigns and interpret complex reports themselves, they can focus on running the showroom, updating displays and looking after customers, knowing LOCALiQ is monitoring performance and suggesting improvements.
Director Danielle describes the LOCALiQ team as efficient, proactive and easy to work with, highlighting how they pre‑empt new ideas, explain the numbers clearly and implement changes quickly when needed.
Services provided
- Local SEO focused on Dorchester, Dorset and neighbouring counties
- Monthly blog content and technical SEO updates
- Brand/manufacturer page optimisation (e.g. Villeroy & Boch, Bette)
- Always‑on paid search (PPC) with ongoing optimisation
- Google Business Profile setup and optimisation
- Website structure, design and mobile navigation improvements
- Landing page optimisation and lead tracking
- Monthly reporting and responsive day‑to‑day support
Key results
- Keyword visibility growth from around 92 to a peak of 506 ranking terms
- Cost per lead reduction from about £82 to around £29 on paid search
- 12–14% PPC click‑through rates, consistently above typical industry averages
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