Portico – PPC Strategy

Portico is located at Portsmouth International Port and found their way to us through a recommendation by another one of our clients. They were looking for new ways to advertise their services in cargo and container handling and custom agency services. This was nearly five years ago! So let us take you through how we’ve grown their lead volume and quality in that time.

PPC Strategy

The keyword strategy began quite broad whilst we gathered data and entered the auction. Gradually we refined our keywords to a selection of high performing keywords with the help of dynamic search ads along the way. With the various changes to the way Google Ads now matches their keywords, we did have resort to an only exact match strategy to ensure the traffic was of high relevance but have just started recently testing the odd broad match keyword again to drive high volumes of traffic to the website.

To help improve relevance metrics, we designed some new landing pages specifically for these PPC campaigns so that we can have a highly relevant page with strong call-to-actions to help drive more leads. Putting this in place helped increase conversion rates 5 times over.

Conversion rate increased by


Conversion Tracking

With all the changes happening this year with user consent and the depreciation of third-party cookies we’ve undertaken a review of tracking and have implemented some advanced conversion tracking methods with more techniques to test. So far, we have set up Portico with Google Ads Conversion Tracking, Enhanced Conversions, Google Consent Mode V2 and also have implemented a lead tracker where we get feedback from Portico on the quality of leads generated so we can understand which search terms convert these leads, but we also cross-reference all web form submissions with the Google Ads conversions to help us improve the accuracy of our conversion tracking. This has been an essential part of the puzzle and has considerably helped with scaling the account.

Year-on-year clickthrough rate increased by



The team at Atelier, particularly Chloe, have made what is a complicated and skilled area easier to understand for a non-techie. As a result of Atelier’s expertise our PPC leads have continued to grow year on year. Chloe’s expert advice and suggestions for improvement on keywords and target areas helps us to make best use of our budget and produce results, which are fully explained in our monthly reports. I am very pleased with the quality service Atelier provides.

Vanessa Sherry, Business Support Manager at Portico Shipping

Cost per lead dropped by


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