Our client is one of the UK’s largest commercial property landlords, with a portfolio exceeding £1 billion in office space, serviced offices and flexible workspaces across major cities. Their website acts as a primary lead-generation channel, attracting enquiries from businesses seeking office space in competitive markets such as Manchester, Liverpool, Leeds and Birmingham.
Despite already having a strong brand presence, solid organic visibility, and active PPC campaigns, the business faced increasing competition from new workspace providers, co-working brands, and commercial property aggregators. To protect and grow their market share, they needed a more efficient, data-driven search strategy that would generate more qualified enquiries at a lower cost.
Challenge
The commercial property market has become increasingly saturated, with competitors investing heavily in PPC and producing high volumes of SEO-focused content targeting location-based searches.
Key challenges included:
- Strong competition for high-intent keywords, particularly location + “office space” terms
- Stagnating enquiry numbers, despite high traffic and an established PPC account
- Under-optimised landing pages, resulting in lower-than-expected conversion rates
- A PPC account structure that limited visibility and efficiency, causing inflated CPAs
- A need for better keyword targeting and more commercially aligned content, especially around core cities and priority office types
The objective was clear: generate more website enquiries from both SEO and PPC, without increasing media spend.
Solution
We developed an integrated search strategy designed to maximise both visibility and conversions. The approach focused on four core areas:
1. Enhanced on-page keyword targeting
We re-optimised priority landing pages to better match how users search when looking for office space. This included:
- Improving title tags, h1 tags and meta descriptions
- Aligning pages with high-intent location-based keywords
- Strengthening internal linking across core commercial property locations
- Ensuring pages clearly communicated key value propositions: availability, amenities and location benefits
2. High-quality content improvements
We refined and expanded the site’s content to better meet user intent and improve ranking potential, including:
- Optimised city and building pages
- Enhanced FAQs based on search behaviour
- Improved clarity and structure to support both user experience and SEO
These upgrades improved both keyword coverage and conversion rates.
3. CRO optimisations to improve enquiry rates
Small UX and structural improvements were implemented to make it easier for users to enquire:
- Enhancing CTAs and enquiry forms
- Reworking key landing page layouts
- Improving mobile usability
- Reducing friction in the user journey
These refinements ensured the increased traffic translated into more enquiries.
4. Full PPC account restructure
The client’s existing PPC setup was limiting growth. We rebuilt the account to improve efficiency and coverage:
- Revamped keyword structure around high-value locations
- Introduced segmented campaigns for “office space,” “serviced offices,” and “flexible workspace”
- Created more targeted ad groups for improved Quality Scores
- Refreshed ad copy to highlight location, amenities, and availability
- Optimised bidding to reduce wasted spend
This resulted in more qualified leads at a significantly lower CPA.
Results
Our integrated SEO and PPC strategy delivered substantial improvements across visibility, traffic, and conversions.
SEO Results
22% Increase in Top 3 Keyword Rankings
Technical fixes, improved keyword targeting and refined content boosted the site’s visibility across key commercial property terms.
#1 Position for High-Value Keywords
The website achieved first position for priority searches, including:
- “Manchester office space”
- “Serviced offices Liverpool”
These terms drive consistent monthly enquiries due to their strong commercial intent.
PPC Results
23% Increase in PPC Leads
By restructuring and fully optimising the PPC account, we increased the number of leads while reducing the cost per acquisition by 69%.
The account became far more efficient, with improved Quality Scores, better ad relevance, and reduced wasted spend.
By improving on-site keyword targeting, fixing technical issues, enhancing content, conducting CRO audits, and completely restructuring the PPC account, we delivered a highly measurable uplift in marketing performance.
The combined SEO and PPC strategy:
- Increased enquiry volume by 23%
- Improved organic rankings across key commercial locations
- Reduced PPC CPAs by 69%
- Secured first-page dominance for priority office space keywords
- Delivered fully trackable ROI through CRM integration
This case study demonstrates the impact of a well-executed search strategy, helping a major commercial property landlord grow enquiries in an increasingly competitive market.