Published by Sue Johns-Chapman
Published Date 17.03.2022 
Hearing “And the winners of the Best Use of Search in the Finance Sector is… Embryo!” being read out by comedian Rob Beckett at the 2021 UK Search Awards was a dream realised for founder Ross Green and his PPC team, led by Callum Leonard.
The award was the culmination of half a decade’s work in this fast-paced, demanding industry. Similarly, the award signified more than just the campaign itself, it was proof that Embryo’s way of working, its culture, and its team, were heading in the right direction.
“It felt like a big moment for us”, says MD Ross Green.
He added: “We’re not in it for the recognition per se, we do what we do because we never tire of transforming businesses.
“But receiving that recognition from the UK Search Awards was something that my team wholeheartedly deserved.”
Here, the now award-winning team gives insight into how they succeed in PPC, digital marketing, and SEO. Liverpool and Manchester are just two of the areas where they have a track record of providing a real return on investment for clients, their team will be happy to assist you if your marketing needs some TLC.
The PPC strategies behind this award-winning success all start with research. It’s this granular research that starts at the very beginning of the campaign that makes the difference four, five, six months down the line. This research ensures that the PPC team understands the online landscape of the industry in which the business operates. Without this crucial stage, there won’t be any data or knowledge underpinning the ensuing work.
Callum, George, Umar, and Amy will then go about building the campaigns, discovering the keywords that are A, relevant to the business, their products, and services, and B, providing a good return on investment in an expected period. To appear at the top of the page for these keywords, stunning landing pages and content would need to be created.
Thankfully, the PPC team are just as adept with the creative as they are with the more technical side of things.
“We have a solid process in place in my team, each of the guys knows exactly what needs to be done to succeed for the client”, says Head of PPC, Callum Leonard.
“Our PPC work is guided by a set of principles which means we can turn our hand to any industry, safe in the knowledge that the process doesn’t have to be drastically altered.”
“This allows us to scale up campaigns and work with businesses of all sizes in any sector”, he added.
With prominence given to putting awards and accreditations at the top of the page along with an ‘above the fold’ enquiry button and quick and easy to understand unique selling points, the PPC team create landing pages that give users no excuse not to convert from enquiries to leads.
It was this exact process that ensured the client enjoyed a 30% conversion rate on that one page alone. In other words, for every three people that visited the page, one person filled out the enquiry form.
Off the back of these fantastic statistics, we felt it would be high time to put the PPC team up for an award. Entering the UK Search Awards felt like a logical step for Embryo and the whole team, from the Organic team right through to the internal Marketing team, were ecstatic upon hearing about the win.
The fact that each member of the team was so happy is indicative of the culture that Embryo has cultivated over the past few years. Not seen as so much of a department win, the UK Search Award win was viewed by everyone at Embryo as a collective success.
This sums Embryo up, really, and emphasises the fact that it’s the people behind the logo that makes this SEO agency what it is.
