The situation
The client is a growth business that had outgrown its website. The site was an old WordPress build — slow, dated, and awkward to work with. For a business trying to grow, that is not a cosmetic problem. The site is where prospects form a first impression and where paid traffic lands, and an antiquated WordPress install was holding both back.
The paid side had its own problem: a Google Ads campaign that was spending more than it needed to for the leads it returned. Money was going out of the door every month without the targeting, efficiency or lead quality to justify it.
Constraints
Two facts shaped everything we did.
The first is mobile. More than 70% of this client's click-through traffic and website visits come from mobile phones. That is not a site where mobile is a secondary view to be tidied up at the end — mobile is the site for most of their visitors. Anything we built had to be genuinely fast and properly responsive on a phone first, not a desktop layout squeezed down to fit.
The second is that the two halves of the problem are connected. The paid campaign sends traffic to the site, and the quality of that landing experience affects what the spend actually buys. Rebuilding the site and managing the ads as separate, unrelated projects would have left value on the table. We took on both, plus the SEO, so the build, the organic strategy and the paid campaign pull in the same direction.
What we're building
We are building a brand-new website from the ground up — completely custom-coded, not a theme dropped onto WordPress. The goals are concrete: highly optimised, highly efficient, modern in design, and fully responsive and reactive on mobile.
Custom-coding the site is a deliberate choice. It lets us strip out the weight that an old WordPress install carries — the plugins, the page-builder bloat, the database calls that slow a page down — and ship something lean. Because more than 70% of visits are on a phone, we are building mobile-first: the phone experience is the primary design target, with the page reacting cleanly to whatever device and screen it lands on.
Alongside the build, two things are already live and running:
- SEO management — ongoing work to grow the client's organic visibility and bring in traffic that does not carry a per-click cost.
- Google Ads management — we run the client's full Google Ads (AdWords) campaign end to end: spend, targeting, bids and the quality of the leads it produces.
Why it's built this way
Custom code over WordPress, mobile-first over desktop-first, and one team across web, SEO and PPC — each of those is a senior judgement call, not a default.
A growth business does not need a website that merely looks modern; it needs one that loads fast, converts the mobile traffic that makes up the bulk of its visits, and gives the paid and organic campaigns a strong place to land. Running the SEO and the Google Ads campaign under the same roof as the rebuild means the targeting, the landing experience and the organic strategy are designed together rather than bolted on afterwards. That is how you get a campaign that spends less and returns better leads, instead of one that simply spends.
There is a reason we can deliver this level of value. We build the site and run the campaigns with an AI-assisted workflow — the same approach we bring to our production AI work — rather than the billable-hours, everything-by-hand model a traditional web or marketing agency runs on. The latest models do the heavy, repetitive parts — generating and optimising pages, researching keywords, tuning bids and targeting — while our senior people make the judgement calls and own the quality. Working that much smarter is what lets the client get a state-of-the-art site and a sharper campaign that returns more for every pound they invest — a far better price point than the manual route, with nothing cut but the wasted effort. It is also why this work sits naturally alongside everything else we do: the same engineering rigour and the same AI workflow, pointed at the web and the ad account instead of a service desk or a bid library.
Outcomes
The paid side is already delivering, and the numbers are real. Our management of the Google Ads campaign has:
- Cut monthly ad spend by over 75% against what the client was previously spending.
- Increased click-through rate at the same time.
- Reduced the average cost per click.
- Sharpened the targeting, so the leads coming through are much better quality.
Lower spend, higher CTR, lower CPC and better-quality leads at once is the combination you want from PPC cost reduction done properly — taking cost out without taking results out. The effect has carried through to the business: since the changes went live at the start of 2026, the client has seen a real uptick in their sales pipeline.
The custom website build is in progress. As it goes live, it gives the SEO and the paid campaign an even stronger foundation to land traffic on — particularly for the majority of visitors arriving on a phone.
Where this goes next
The pattern here is straightforward: rebuild the foundation properly, and run the campaigns that depend on it as one joined-up programme rather than separate line items. We will keep the website build moving to completion and continue managing the SEO and Google Ads work that is already paying off.
If you want the same look at your own setup — your website, your SEO, your ad spend, or where AI could help across them — our AI Readiness Diagnostic is a free, no-obligation way to find out what is worth doing first. You can also book a free 30-minute call and tell us what you are trying to improve.