First, some
CONTEXT
Compare Leased Lines is a helpful B2B website where you can…well, the clue’s in the title.
We totally knew what a leased line was before we started working with Vaioni, so this categorically wasn’t an issue for us…but in case YOU don’t know. A leased line is a private, dedicated connection for your business, meaning you don’t share any bandwidth with anyone else. So a super secure, super reliable, and super fast internet connection.
Vaioni is the provider that runs the website, and they approached us about improving their PPC lead generation. We duly obliged.
THE CHALLENGE
Paid search has always been seen as a key marketing channel for the business. This isn’t a surprise - strong PPC activity allows you to target key decision-makers that are in the market to get a quote.
As this is quite a niche area to operate in, search volumes aren’t huge, making for ultra-competitive auctions and higher costs. Every click counts, so having a clear and focused strategy to drive traffic from the right keywords at the right times was going to be important.
Previous activity also wasn’t as optimised as it could have been, meaning we were inheriting an account that was limited with multiple warnings.
We had work to do.
OUR
APPROACH
First step? A good, old-fashioned clean-up.
Reducing the number of keywords in ad sets, removing non-performing keywords, turning off neglected automated scripts, solving any keyword conflicts and introducing new bidding strategies were just a few of the things that we did first off. But it’s important to say we didn’t change everything.
Just because we didn’t do it doesn’t mean it’s not valuable. We made sure to learn from the accounts' past activity to understand what had and hadn’t worked, and reflect that in our Google Ads strategy.
PPC activity is only ever as good as the landing page you’re working with, so we also made sure that the website was as strong as it could be. We consulted their design and development teams to make sure that the user journey was efficient and optimised, and that targeted keywords were present on the page.
Once live, we closely monitored to ensure that the new campaigns were running as they should and optimised to do more of what worked and less of what didn’t. We also focused heavily on the not-so-glamorous but ever-so-important task of tracking, working closely with their internal team to track leads all the way through the sales qualification process - right from keyword to sales value.
This meant we could keep iterating, keep improving, and keep delivering results.
AND
DID IT WORK?
In the first nine months of working with Compare Leased Lines, we were able to make a big impact.
SOME NOT-So-SUBTLE
SOCIAL PROOF
Paid search has always been a key driver for the Compare Leased Lines website, and we knew the campaign could be working much harder and more efficiently. The team at Good n’ Proper quickly understood the assignment, immersed themselves in the world of leased lines, and supported us in rebuilding the website. The proof is in the pudding and the results speak for themselves. Conversions are up, sales are up, and costs are down. From the moment we met the team at Good n’ Proper, we knew they were the agency for us. They not only deliver, but they’re super lovely people. We can’t recommend them highly enough.
LYNNE HARDWICK
Marketing Manager, Vaioni
SO…
WUU2 NOW?
Compare Leased Lines were Good n’ Proper’s first client as an independent business, so will always hold a special place in our heart. Cute.
We still work with them today, continuing to optimise and improve the activity that’s delivering such strong results for the business. We’ve since expanded out into new product areas, applying the same principles to generate qualified leads.
If you need help with your lead generation strategy, give us a shout.
First, some
CONTEXT
Compare Leased Lines is a helpful B2B website where you can…well, the clue’s in the title.
We totally knew what a leased line was before we started working with Vaioni, so this categorically wasn’t an issue for us…but in case YOU don’t know. A leased line is a private, dedicated connection for your business, meaning you don’t share any bandwidth with anyone else. So a super secure, super reliable, and super fast internet connection.
Vaioni is the provider that runs the website, and they approached us about improving their PPC lead generation. We duly obliged.
THE CHALLENGE
Paid search has always been seen as a key marketing channel for the business. This isn’t a surprise - strong PPC activity allows you to target key decision-makers that are in the market to get a quote.
As this is quite a niche area to operate in, search volumes aren’t huge, making for ultra-competitive auctions and higher costs. Every click counts, so having a clear and focused strategy to drive traffic from the right keywords at the right times was going to be important.
Previous activity also wasn’t as optimised as it could have been, meaning we were inheriting an account that was limited with multiple warnings.
We had work to do.
OUR
APPROACH
First step? A good, old-fashioned clean-up.
Reducing the number of keywords in ad sets, removing non-performing keywords, turning off neglected automated scripts, solving any keyword conflicts and introducing new bidding strategies were just a few of the things that we did first off. But it’s important to say we didn’t change everything.
Just because we didn’t do it doesn’t mean it’s not valuable. We made sure to learn from the accounts' past activity to understand what had and hadn’t worked, and reflect that in our Google Ads strategy.
PPC activity is only ever as good as the landing page you’re working with, so we also made sure that the website was as strong as it could be. We consulted their design and development teams to make sure that the user journey was efficient and optimised, and that targeted keywords were present on the page.
Once live, we closely monitored to ensure that the new campaigns were running as they should and optimised to do more of what worked and less of what didn’t. We also focused heavily on the not-so-glamorous but ever-so-important task of tracking, working closely with their internal team to track leads all the way through the sales qualification process - right from keyword to sales value.
This meant we could keep iterating, keep improving, and keep delivering results.
AND
DID IT WORK?
In the first nine months of working with Compare Leased Lines, we were able to make a big impact.
SOME NOT-So-SUBTLE
SOCIAL PROOF
Paid search has always been a key driver for the Compare Leased Lines website, and we knew the campaign could be working much harder and more efficiently. The team at Good n’ Proper quickly understood the assignment, immersed themselves in the world of leased lines, and supported us in rebuilding the website. The proof is in the pudding and the results speak for themselves. Conversions are up, sales are up, and costs are down. From the moment we met the team at Good n’ Proper, we knew they were the agency for us. They not only deliver, but they’re super lovely people. We can’t recommend them highly enough.
LYNNE HARDWICK
Marketing Manager, Vaioni
SO…
WUU2 NOW?
Compare Leased Lines were Good n’ Proper’s first client as an independent business, so will always hold a special place in our heart. Cute.
We still work with them today, continuing to optimise and improve the activity that’s delivering such strong results for the business. We’ve since expanded out into new product areas, applying the same principles to generate qualified leads.
If you need help with your lead generation strategy, give us a shout.
First, some
CONTEXT
Compare Leased Lines is a helpful B2B website where you can…well, the clue’s in the title.
We totally knew what a leased line was before we started working with Vaioni, so this categorically wasn’t an issue for us…but in case YOU don’t know. A leased line is a private, dedicated connection for your business, meaning you don’t share any bandwidth with anyone else. So a super secure, super reliable, and super fast internet connection.
Vaioni is the provider that runs the website, and they approached us about improving their PPC lead generation. We duly obliged.
THE CHALLENGE
Paid search has always been seen as a key marketing channel for the business. This isn’t a surprise - strong PPC activity allows you to target key decision-makers that are in the market to get a quote.
As this is quite a niche area to operate in, search volumes aren’t huge, making for ultra-competitive auctions and higher costs. Every click counts, so having a clear and focused strategy to drive traffic from the right keywords at the right times was going to be important.
Previous activity also wasn’t as optimised as it could have been, meaning we were inheriting an account that was limited with multiple warnings.
We had work to do.
OUR
APPROACH
First step? A good, old-fashioned clean-up.
Reducing the number of keywords in ad sets, removing non-performing keywords, turning off neglected automated scripts, solving any keyword conflicts and introducing new bidding strategies were just a few of the things that we did first off. But it’s important to say we didn’t change everything.
Just because we didn’t do it doesn’t mean it’s not valuable. We made sure to learn from the accounts' past activity to understand what had and hadn’t worked, and reflect that in our Google Ads strategy.
PPC activity is only ever as good as the landing page you’re working with, so we also made sure that the website was as strong as it could be. We consulted their design and development teams to make sure that the user journey was efficient and optimised, and that targeted keywords were present on the page.
Once live, we closely monitored to ensure that the new campaigns were running as they should and optimised to do more of what worked and less of what didn’t. We also focused heavily on the not-so-glamorous but ever-so-important task of tracking, working closely with their internal team to track leads all the way through the sales qualification process - right from keyword to sales value.
This meant we could keep iterating, keep improving, and keep delivering results.
AND
DID IT WORK?
In the first nine months of working with Compare Leased Lines, we were able to make a big impact.
SOME NOT-So-SUBTLE
SOCIAL PROOF
Paid search has always been a key driver for the Compare Leased Lines website, and we knew the campaign could be working much harder and more efficiently. The team at Good n’ Proper quickly understood the assignment, immersed themselves in the world of leased lines, and supported us in rebuilding the website. The proof is in the pudding and the results speak for themselves. Conversions are up, sales are up, and costs are down. From the moment we met the team at Good n’ Proper, we knew they were the agency for us. They not only deliver, but they’re super lovely people. We can’t recommend them highly enough.
LYNNE HARDWICK
Marketing Manager, Vaioni
SO…
WUU2 NOW?
Compare Leased Lines were Good n’ Proper’s first client as an independent business, so will always hold a special place in our heart. Cute.
We still work with them today, continuing to optimise and improve the activity that’s delivering such strong results for the business. We’ve since expanded out into new product areas, applying the same principles to generate qualified leads.
If you need help with your lead generation strategy, give us a shout.
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
© Good and Proper Marketing Limited. All rights reserved, 2026.
© Good and Proper Marketing Limited. All rights reserved, 2026.
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG