Less wasted spend.
More of the right enquiries
How an integrated search strategy helped JLA Joinery attract more staircase projects, generate 50% more organic enquiries and turn ChatGPT into a measurable new source of leads.
50% more
organic form enquiries
118% more
primary Google Ads conversions
57% lower
Google Ads cost per lead
10 enquiries
directly from ChatGPT
JLA Joinery is a long-established, family-run business based in Chichester
Their skilled team creates bespoke staircases, windows, doors and made-to-measure joinery for homeowners across West Sussex and the surrounding areas.
The quality of JLA’s work was already exceptional. The challenge was ensuring its digital marketing communicated that expertise and consistently attracted the right opportunities.
The Challenge
After working with the same agency for eight years, JLA Joinery approached us for a fresh perspective. Their website was attracting traffic, but too few visitors were turning into meaningful enquiries.
Broad content was drawing people from outside its service area, Google Ads was being guided by too many low-value conversion signals, and JLA’s specialist staircase expertise wasn’t prominent enough across search.
The goal wasn’t simply to generate more traffic. It was to attract more of the projects JLA genuinely wanted: staircase renovations, bespoke new staircases and high-quality joinery work in the right locations.
Our approach
We brought SEO, AI search optimisation and Google Ads together around a single commercial objective: helping the right homeowners discover, understand and choose JLA.
We made staircase renovation and bespoke staircase work central to the search strategy. Service pages, project case studies, location content and customer advice were strengthened and connected through clearer site structure and internal linking. We replaced broad, unfocused content with useful information based on the questions homeowners actually ask when researching a staircase project.
This helped search engines understand what JLA specialises in, where it works and why its expertise is relevant.
Building visibility in AI search
The same work also created the clarity and authority needed for AI-powered search. We strengthened the connections between JLA’s services, locations, completed projects and expert advice, while adding clearer answers to common customer questions. This gave platforms such as ChatGPT stronger evidence with which to discover, understand and recommend the business.
AI search subsequently became a measurable new source of both website traffic and genuine enquiries.
More focused Google Ads
We rebuilt the paid strategy around intent, location and commercial value. Campaigns were focused more heavily on staircase searches and carefully selected areas across West Sussex, Surrey and Hampshire. We also simplified conversion tracking so Google optimised towards two meaningful lead actions:
Completed enquiry forms
Phone enquiries
We created a staircase guide to capture potential customers during the research stage of their buying journey. Guide downloads remained measurable as a secondary conversion, allowing us to track early interest without distracting Google Ads from optimising towards higher-intent actions such as phone calls and completed enquiry forms.
The result was a smaller, more focused advertising investment generating substantially more genuine lead activity.
Immediate impact
The new Google Ads strategy began delivering stronger, better-targeted enquiries almost immediately. Over the following months, we continued to build on that early success through ongoing SEO, AI visibility, content, conversion tracking and improvements to the enquiry journey.
The results below reflect a full year of focused, consistent work, not a quick fix, but a strategy designed to deliver both immediate opportunities and sustainable growth.
The results
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Organic search generated 50% more form enquiries
Completed forms attributed to organic search increased by 50% year on year.
This is particularly important because it demonstrates more than improved rankings or traffic. A significantly larger number of search visitors progressed into genuine prospective customers.
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AI Visibility
Measurable website sessions from ChatGPT increased from just 2 to 80, while completed enquiries increased from 0 to 10.
That represents a 12.5% visitor-to-enquiry conversion rate: one in every eight measurable ChatGPT visitors completed JLA’s enquiry form.
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Google Ads - Lower ad spend, higher-quality enquiries and 118% more primary conversions
By refining the campaign around JLA’s priority services and locations, we achieved:
118% increase in primary lead actions
57% reduction in cost per lead
7% reduction in overall ad spend
60% of the budget focused on staircase searches
More than twice as many form and phone enquiries
Better visibility. Better data. Better opportunities.
This wasn’t the result of one isolated campaign change.
By bringing SEO, AI search visibility, paid advertising and conversion tracking together, JLA developed a more commercially focused online presence, built around its strongest services, most valuable locations, and the projects the team genuinely wanted to undertake.
Is your marketing generating activity but not enough of the right enquiries?
We look beyond traffic and rankings to understand what is producing genuine commercial value across organic search, AI platforms and paid advertising.
Let’s uncover where your biggest opportunities are.