Driving Business Growth for Leading Mortgage Advisors, John Charcol
Overview
John Charcol is a leading mortgage broker and advisory firm in the UK. They began working with us in mid-2024 after seeing their Google Ads performance decline rapidly. Over just a few months, their cost-per-acquisition (CPA) had risen by almost 300% and the quality of leads had dropped significantly.
Our Google Ads specialists completed a detailed audit of their account and recommended a complete restructure of their paid search campaigns to reduce budget waste, improve lead quality, and build an effective, scalable model for growth.
Key objectives for John Charcol’s project
Our focus for John Charcol’s project was to improve the revenue and profitability of their Google Ads.
We started with in-depth keyword research and a ground-up rebuild of their account and campaigns.
We laid out three main goals for John Charcol’s PPC project:
- To reduce their customer acquisition costs
- Increase the quality and consistency of inbound leads
- Create as scalable and effective campaign structure that drives growth
Rebuilding John Charcol’s Google Ads campaigns
We rebuilt John Charcol’s campaigns with a clear structure that covered each stage of their customer journey; using Performance Max to target broad top and mid-funnel audiences, and traditional Search campaigns target high-intent bottom-of-the-funnel searches.
To improve lead attribution and help John Charcol’s team see which campaigns drive results, we introduced a third-party tool that captures UTM data and feeds it directly into their CRM.
Continuous campaign monitoring & optimisation
Once the newly created Search and Performance Max campaigns were consistently generating qualified leads, we phased out their old campaigns and focused on scaling the results.
Our PPC specialists constantly reviewed and refined campaigns, tracked keyword performance, A/B tested ad copy, optimised landing pages, adjusted bids and budgets, and managed negative keyword lists – all to maintain performance and scale the results to maximise profitability.
With this new structure, we have seen a 48% increase in conversion rate across the account (last 6 months vs previous 6 months).
Designing & building John Charcol’s new website
Following the success of the PPC project, we designed and built a new website to support John Charcol’s lead generation and growth.
Their old site was slow, hard to navigate, and poorly optimised. Our web design specialists created a new site with enhanced usability and improved SEO performance to convert more visitors into qualified leads through a streamlined navigation, improved form design, and strong CTAs.
Since the launch in September 2025, we’ve been closely monitoring performance, with early results showing positive engagement and improved site speed, user flow, and ad relevance.
The result
We have helped transform John Charcol’s underperforming Google Ads into an effective engine for business growth, generating over 1,000 qualified leads per month on average. Due to the surge in qualified leads, John Charcol have expanded their team of mortgage advisors to handle the increased demand.
With the growth of their advisory team and the launch of their brand-new website, John Charcol are in a great position to further improve their lead generation results and have a strong, stable foundation for future growth.
60%
Reduction in Cost Per Acquisition (CPA)
48%
Increase in conversion rate (last 6 months vs previous)
1,000+
Qualifed leads from paid traffic per month on average
