A Growth Engine for the UK

Anglian Home Improvements is the UK’s leading home improvement company. Over the past two years, Anglian has been enjoying significant growth in its Google AdWords activity. “Growing our paid search budget and focusing more on site conversion rate optimisation has enabled us to more than double leads and sales revenue coming through digital channels,” says Matt Carey, Head of Digital for Anglian Home Improvements. Today, roughly 60% of Anglian’s total advertising budget goes online. The company’s budget for Pay Per Click (PPC) has increased by 25%. Anglian is also diversifying its investment in Google and using YouTube and TrueView more, offering content linked to TV campaigns and testing the reception for product tutorials. Above all, being able to join up the information customers are offering from enquiry to conversion has also helped Anglian truly understand the value of Search and consolidate the company’s position in the market. As Matt says, “What we deliver through technology, including paid search, is a big differentiator and a source of competitive advantage for us.”