Running Google Ads To A Bad Website Is Like Burning Cash: This Is How Will Co Logistics Generated A 10X Return On Ad Spend
Dan Willcocks, owner of Will Co Logistics, was losing hope after a previous Google Ads campaign failed spectacularly. This is the story of how our crew first built him a website designed to win clients, then launched a Google Ads campaign that delivered a 10X return and restored his confidence in digital marketing.
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Dan's Goal Was Specific: Generate A Predictable Stream Of High-Quality Logistics Leads
Dan’s primary objective was to generate a consistent and predictable stream of high quality leads for his third party logistics, interstate logistics, and temperature controlled storage services. He needed a system that worked, after being let down by a previous campaign that produced zero results.
An Existing Website Can Still Hold A Business Back: Bspoke's Was Actively Hurting Growth
Will Co Logistics started with a basic one-page website that was getting zero traffic. Even if a potential customer landed on the site, it wasn’t engineered to turn them into a lead. It lacked the crucial information and trust signals needed to convince someone to get in touch.
A One-Page Website Destroys Trust: It Makes A Professional Business Like Dan's Look Amateur
Dan is an expert logistics operator, but his online presence didn’t reflect that. His one-page website meant customers couldn’t find him. If they did, they were met with a confusing and unprofessional page. This made it impossible to grow and left him feeling frustrated and hopeless about marketing his business online.
A High-Converting Website Is The Foundation Of Any Successful Ad Campaign
The entire strategy was built on one core principle. A crystal clear online presence that perfectly mirrored the physical reality of their two separate barbershops. A business with two front doors needs two digital front doors.
The Problem: Sending Good Traffic to a Bad Website
Running Google Ads to an unprofessional, one-page website is one of the fastest ways to waste money in marketing. The old site for Will Co Logistics gave potential high value clients no reason to trust them. It lacked detailed service information and had no social proof, like reviews. This created massive friction and confusion, causing visitors from the previous ad campaign to leave immediately.
The Fix: Build the Asset, Then Drive the Traffic
Our first move was to build a brand new, professional multi page website designed to convert visitors into leads.
We created dedicated, optimised pages for each of his core services. We wrote compelling copy that answered customer questions and engineered trust into every page with reviews and professional imagery.
Only after this high converting asset was live did we launch a new, highly targeted Google Ads campaign. We performed deep keyword research to find high intent commercial terms and wrote ad copy that perfectly matched the new service pages.
Why It Worked: Trust Before Traffic
This “foundation first” approach works because it builds trust before asking for a sale. When paid traffic landed on the new website, they encountered a professional, credible business that instantly answered their questions. This eliminated the confusion and friction of the old site, giving them the confidence to get in touch. It turned a failing ad budget into a predictable lead generation machine.
Tangible Growth From Day One: 51 National Leads Were Generated For Will Co Logistics In 90 Days
The new website and Google Ads campaign produced immediate and dramatic results. After being sceptical of digital marketing, Will Co Logistics had a system that was generating high quality national leads from the first month. It was an incredible transformation to be a part of.
Dan Willcocks no longer has to worry about where the next job is coming from. He has a predictable system that brings in over 40 high quality leads every single month. This has not only secured his business financially but has also given him the confidence to scale his operations nationally. We’re genuinely pumped for his success.
Scaling Your Business Should Be Predictable
Will Co Logistics
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51+
National Leads
10x
Ad Spend Return
$100K+
Monthly Pipeline
Generating 51 national leads from zero in 90 days is a game changer. The 10x return on ad spend proves this team knows exactly how to scale.
Will Co Logistics
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