The challenge

L&S Engineers is the biggest spare parts stockist in the UK for Plant, Construction & Groundcare, working with big brands such as Stihl, Husqvarna and Belle. L&S approached us in 2022 looking to get more out of their PPC campaigns across both Google & Bing Ads.

l&s engineers website view

the catch

A few months before we took over, L&S had a very high ROAS of 42:1 in Google Ads, which dropped to 31:1 just before our intervention. Suspecting an issue, we checked the tracking setup, which was fine. This led us to investigate the impact of own brand bidding compared to non-branded terms, and the results were significant.

We reported our findings to L&S, explaining that the high ROAS was largely due to own brand search terms. We suggested allowing organic search to handle some of these terms, freeing up the PPC budget for new business terms and maintaining brand terms at a lower level to fend off competitors.

Note: Our average ROAS is now roughly 23:1, but overall site data has improved.

The approach

The biggest challenge L&S faced was the structure and targeting of their search terms. They had over 100 campaigns with more than 3,500 ad groups and keywords.

We analyzed each keyword's performance and restructured the campaigns and ad groups. This was complex but necessary to achieve their goals and scale their business.

We identified several issues:

  • Own brand search terms appeared in nearly every campaign, reducing visibility for product-branded terms.

  • 60% of the keywords were wasting ad spend without returns, diverting budget from high-performing keywords.

  • Generic ad copy was not tailored to each keyword or landing page, affecting the user experience.

the results

L&S's website experienced record months and years, attracting many new customers with high lifetime values. They expanded their product range to include many new brands, and the PPC campaign played a crucial role in these product launches, maintaining a ROAS of above 23:1 and generating an extra £400k per month.

  • 23ROAS

    23:1 return on ad spend

  • £400k

    increase in monthly revenue

  • 2.25.25m

    clicks

  • 216k

    conversions


What our clients say

  • Photo of Daniel B
    5 months ago

    We have been working with kaweb for a while now, We have been happy with the progress made upto date. superb company and really know there stuff regarding anything website/ coding/ SEO / CRO.

    Daniel B
    Director, Kitchen Warehouse
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    7 months ago

    A sincere thank you from Ashwood Nurseries to Kaweb for our new website and online shop. Their challenge was to fully understand the unique and complex nature of our business, and they approached this task with outstanding professionalism, exceptional patience and good humour throughout. They have been an absolute pleasure to work with.

    Barbara Cartwright
    Nursery Manager, Ashwood Nurseries
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    7 months ago

    The team at Kaweb are fantastic. From start to finish, they demonstrated an exceptional level of professionalism, technical expertise, and dedication to delivering the very best product. Would highly recommend, and I look forward to working with them again in the future.

    Daniel Davies
    Director, J6 Solutions
  • 10 months ago

    The team at Kaweb constantly go above and beyond. The management team have built a great dev team who are always on hand to support. They explain solutions in plain English so you don’t get wrapped up in jargon.

    We have been collaborating with them for about 13 years and have lost count of the number of new features and tools we have embedded thanks to Kaweb. I have always been pleased with the developments they deliver & the support they provide. Definitely couldn’t ask for more.

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    Emma Owen
    Friel Homes
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    Kaweb and the whole team are great and really personable. Special thanks to Claire Walker for her practical and thoughtful approach to getting our website up and running and for her ongoing support after we went live!

    Emily Martin
    Senior Clerk, 4-5 Grays Inn Square
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    2 years ago

    The team at Kaweb have been a dream to partner with for our new website, the whole process was seamless and enjoyable. We felt supported throughout the build and the team challenged us to ensure the result was better than we hoped.

    Natalie Mainwaring
    Brand Experience Director, BaxterStorey
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    2 years ago

    Kaweb designed our bespoke Website from scratch and it has transformed our business and really pushed us forward. They continue to offer support and SEO services which are having a real positive impact. We would not hesitate to recommend.

    Matthew Williamson
    General Manager, Webb's Training
  • Mary Galbraith - Budget Campervans
    2 years ago

    Kaweb took my website and gave it to their team of experts and have completely turned it around. My site is now easier to use, converts well and, more importantly, has generated a significant increase in business.

    Mary Galbraith
    Founder, Budget Campervans
  • Photo of Tim Hassell
    2 years ago

    Kaweb have built four websites for us over the last 12 years and have each time performed within budget and on time. Their UX testing is reliable, and we have brought each website to fruition without issue.

    Tim Hassell
    Managing Director, Draker Lettings
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    2 years ago

    We initially set out our plan and vision for the app. Claire and her team then put together designs and a detailed specification and proceeded with the build. Kaweb have been hugely helpful and professional throughout this process. Thank you sincerely for all your help thus far.

    Nick Purewal
    CEO, ToDate
  • Mindstream - Adam Biddlecombe
    2 years ago

    Kaweb were excellent to work with for SEO.

    Adam lead us expertly through onboarding, understanding our requirements and our current state of play. Happy to say we will be working with Kaweb for the long term.

    Adam Biddlecombe
    Co-founder, Mindstream
  • 3 years ago

    We love Kaweb! Super service, responsive, knowledgable and efficient (even when we disrupt their days - which we do frequently!!)

    Simon Haywood
    Founder, Jackshoot
  • 3 years ago

    An amazing agency with a wealth of experience. Paul and his team completely pushed the boundaries for our project with inspiring ideas, development and execution. A joy to work with and can't wait to get stuck in for our phase 2 plans.

    Highly recommend any new startup.

    Dhilon Solanki
    CEO, StoryLocker
  • 4 years ago

    Excellent customer service and technical support.
    We couldn't ask for more.
    They are always very helpful and make sure any problems we encounter (which are usually self inflicted) are dealt quickly and efficiently.

    Sean Atkinson
    Director, Seanic Retail Software Ltd
  • 4 years ago

    At Compusoft, we started working with Kaweb for our website development just over a year ago. We had originally worked with a small agency to build our WordPress website and were having difficulties with the speed and stability of the site.

    Freddie McGrath
    Compusoft Group
  • 4 years ago

    I've worked with Kaweb for many years. Not only is their expertise second-to-none, but their responsiveness means I've never felt left in the lurch. They're a great bunch of people as well - highly recommended.

    Dave Worth
    Marketing Manager, Airband
  • 5 years ago

    We have been working with Kaweb over the last 18 months and we have found them to be excellent in understanding our business, collaborating and working with our other marketing partners to ensure the success of our marketing activities. We would recommend them.

    Elite Systems GB
    Elite Systems GB
  • 5 years ago

    Partnering up with Kaweb was the best commercial move we've ever made. World class development without doubt - our platform is used globally now and the relationship has gone from strength to strength : )

    Richard Abbotts
    Founder & CEO, Inventory Hive
  • 5 years ago

    The team at Kaweb are absolutely wonderful to work with, they deliver and really take the time to understand your needs. We have worked together a number of years and I highly recommend them.

    Karine Hauser
    Director, Love Underdogs