Win Report: A year’s worth of PPC leads in just three weeks

Published: April 2025

Win Reports help you to grow your business by showing our methodology at work. Each article highlights a real-world test, sharing the research, insights, and techniques that led to the win.

In the next four minutes we’ll demonstrate the process we used to create a new PPC landing page that delivered 12 months of leads in just three weeks for SFG20, a specialized B2B SaaS company.

The original and variation screens for this test.

SFG20 is the UK industry standard for building maintenance specification. Its comprehensive library of schedules helps building owners and managers keep track of changes in legislation, regulation, and codes of practice. SFG20 sells cutting-edge software that helps customers ensure that buildings are safe and legally compliant.

Research: Analyzing visitor intent

PPC is an important part of SFG20’s marketing strategy, delivering “top of funnel” visitors who may be aware of the standard but not of the software service that the company sells.

The original PPC landing page focused on driving demo requests for their software, but wasn’t driving many leads. Visitors were bouncing without taking any action—an issue we see with many clients who are concerned about the rising costs of PPC advertising.

We began by reviewing the existing landing page (in line with our methodology), starting with visitor behavior. The following heatmap and scrollmap show (just part) of the original page.

The images show that users weren’t scrolling down the page, but we’re using the menu to move to other pages in the site. — The scrollmaps and heatmaps showed that visitors were not getting far down the page.

While long pages are often the best way to sell complex products, the heatmap and scrollmaps showed us that few visitors saw the full content of the page. In fact, many of these costly users were either leaving completely or using the navigation to jump to other areas of the site.

That kind of abandonment signaled the page wasn’t giving visitors what they wanted.

To better understand the visitor intent, we analyzed the data from the Google Ads account. We didn’t just look at keywords, but also at the search queries that matched these keywords. Here are the first few, accounting for the vast majority of search queries that triggered paid ads. What do you notice?

What is sfg20?
sfg20 meaning.
sfg20 guidelines.
sfg20 standards.
sfg20 standards pdf.
sfg20 download.
sfg20 maintenance schedules pdf.
sfg20 maintenance schedule excel.

The vast majority of queries are focused on the SFG20 standard, not the software. Alongside the on-site behavior, this led us to conclude that SFG20’s visitors were looking for high-level information and were unlikely to immediately convert to a demo of SFG20’s software.

How could we give users the information they’re looking for while still offering a demo of SFG20’s software?

The variation (or contender)

The analysis gave us (and SFG20) the confidence to reposition the page, creating content more aligned with visitors’ actual goals and needs.

As you can see, the variation design evolved rapidly through multiple iterations.

The image shows three iterations of the landing page. — The evolution of the new landing page (although we’ve intentionally obscured the comments.)

Rapid iteration is a hallmark of high-performing CRO engagements. From the initial idea, it took us just a few days to create a mockup, integrate feedback from SFG20, complete the usability research, and launch the test.

Here’s the top of the final page we tested (with numbers relating to our notes below).

The variation landing page with the features listed above. — The variation landing page.

Through the evolution we:

Added a low-commitment call to action (CTA): To satisfy the “high-level” user intent, we bundled five of SFG20’s most valuable resources into a single download that gave visitors a compelling reason to give their email address. (If a visitor isn’t ready to commit to a software demonstration, we can still capture a lead.)
Added a low-effort demo request: Visitors downloading the resources could request a full software demo with a single click.
Created a value proposition that was crafted specifically for, and perfectly matched, the visitors’ search intent.
Rewrote almost all the content, improving the page structure and hierarchy: For SFG20, this required explaining the standard, the company, and the product in a way that visitors would immediately “get it”—structuring the page into persuasive sections that also provided a mini-customer journey.
Replaced the site menu with “sticky” navigation (that stayed in place as users scrolled). This helped visitors navigate the long page (rather than jumping off to less optimized pages on the website).
Prioritized actions based on intent: The page now gives high-intent visitors a shortcut to book a demo, while also offering lower-intent visitors the option to download a resource.
Supported claims with proof: We added stats, client logos, and compelling visuals that increase trust and reduce perceived risk.
Wrote benefit-led bullets: The content was rewritten to communicate what users get—not just what SFG20 does.

The result: 12 months of demo requests in just three weeks

During the test, the variation generated a year’s worth of demo requests (in just three weeks). In addition, the page delivered:

A new funnel for Resource Pack leads that SFG20 can nurture over time.
Far stronger engagement (with a much-reduced bounce rate).

As we started this Win Report with a scrollmap, let’s end with a look at the difference the variation made to how far visitors traveled down the page. The images below show the original (left) and variation (right) pages. We’ve cropped each one at the point that 50% of the users stopped scrolling.

Users of the variation page scrolled over three times farther that users of the original.

Engagement like this is a strong reminder that every landing page is a sales conversation, and the importance of meeting customers where they are. This win was possible because we:

Took time to understand where the audience was coming from.
Answered their questions in a compelling and attractive way.
Created a new CTA that respected where they were on their journey.

Once we had a winning variation, we worked directly with SFG20’s developer to ensure it was implemented quickly and accurately, supporting them throughout the process. This took further work off of the client’s hands and allowed us to swiftly move on to the next phase of optimizing the page.

What next?

As usual, we added the test to our proprietary Wins Database, then looked for ways to apply its lessons to other parts of SFG20’s business (and to other clients).

If you want us to grow your profits—quickly and efficiently—check if you qualify for a free one-on-one strategy session with one of our CRO consultants.

We’ll only work with you if we believe we can get amazing results together. Our success has come entirely from positive word of mouth, and we plan to keep it that way.

Thanks to SFG20 for letting us share these insights (and for being such a fantastic team to work with).

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