How EPC-Hub Cut Cost Per Lead by 40% and Got Commercial Leads Firing on All Cylinders
EPC-Hub is the kind of business you want in your corner when compliance matters. They are a trusted UK partner for commercial Energy Performance Certificates, helping everyone from single-site owners to multi-location operations stay on the right side of the rules.
Matt, Tommy, and Rich are the driving force behind EPC-Hub, with all three as hands-on as possible.
By June 2025, they were ready to look for a smarter way to grow. They already knew there was demand out there, but their Google Ads activity was pulling in the wrong crowd. Residential leads were slipping through, budgets were being chewed up, and the enquiries they actually wanted were not landing often enough.
They came to Add People for a Google Ads trial with a clear aim: less noise, more commercial. Not just any commercial, either, but larger multi-site opportunities where EPC-Hub could really flex their experience.
The Challenge
Before we got to work, the signs were frustratingly familiar. Their Google Ads investment was being wasted on irrelevant residential enquiries, and the lead flow was inconsistent to the point that they could go up to a week without a lead.
Performance reflected that reality. They were dealing with a 3% conversion rate and a cost per lead of £86, which is a painful combination when you are trying to scale.
The bigger problem was opportunity cost. Every irrelevant enquiry stole attention from the commercial decision makers they needed to reach, and it made multi-site growth feel further away than it should have been.
The challenge was clear: stop the wasted spend, attract the right commercial audience, and build a steady stream of high-quality enquiries that could support ambitious growth.
The Strategy
When our Lead Generation team took charge in June 2025, the focus was on turning Google Ads into a commercial lead engine, not a residential magnet. EPC-Hub were hungry for growth, so they stepped up from the trial and joined our Lead Generation Platinum package to keep communication tight and strategy aligned.
Lead quality lockdown
First, we went on the offensive. Residential enquiries were still occasionally sneaking in early on, so we implemented an aggressive negative keyword strategy, tightened ad copy, and layered in audience signals to make it crystal clear who we wanted to attract. The aim was simple: fewer wrong clicks, more right conversations.
Conversion-first Smartsite testing
We didn’t just drive traffic and hope. We A/B tested the original landing page against a Smartsite, then made the switch once it was clear which option produced stronger conversion performance. That gave users a smoother, more focused journey, and helped turn high-intent searches into real enquiries.
Commercial intent targeting, nationwide
To attract the bigger jobs that the client was after, we built the account around consistently finding the best quality traffic. That meant keeping the targeting focused on decision makers in multi-site businesses across UK industries, ensuring EPC-Hub showed up when people were actively searching for an EPC partner they could trust.
Location-based bid adjustments for high-value areas
Not all locations are created equal. We prioritised the areas that convert efficiently, sit closer to EPC-Hub, or show strong commercial activity, including key corridors like the M4 and M1. As we learned more, we adjusted bids for commercially viable locations with high concentrations of warehouses, business parks, and commercial land use, so we could push harder where larger projects were more likely.
Content that supports better rankings and better leads
Paid performance improves when the website backs it up. We encouraged website content improvements aligned with the best-converting keywords and the terms we wanted to grow impression share for.
That helps quality score, supports stronger ad ranks, and keeps the message consistent from search to click to enquiry. Over time, this also supported organic conversions beginning to come through.
Throughout it all, collaboration mattered. The EPC-Hub team shared sharp insights on their ideal customers and priority services, and their feedback helped us refine keywords, location priorities, and exclusions. We also aligned on 2026 revenue goals, adjusting investment to match ambition.
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The Results
Six months on from when EPC-Hub joined us, and the change is night and day. They went from inconsistent lead flow to being inundated with high-quality enquiries, and the numbers backed it up.
In January 2026, the cost per lead dropped to £41.25, down from £86 before working with us.
Conversion rate climbed to 9.55% in January 2026, up from 3% before the campaign, and also rising from 5.6% in August 2025.
Even better, the leads were the right kind. The client secured multiple confirmed multi-site projects through Google Ads, with revenue so far from enquiries received in Q4 reaching £8,282, and more growth expected as quotes convert into sales.
They also began converting through organic search thanks to ongoing monthly website content, strengthening their presence beyond paid search alone.
Best of all, though, the confidence came back. EPC-Hub increased their Google Ads budget because they could finally see clean tracking, real ROI, and a reliable stream of commercial enquiries they actually wanted.
We’re proud to be helping EPC-Hub build on this momentum, with strategy and investment aligned to their ambitious 2026 targets.
Testimonial
Finally, a word from the client:
“The team at Add People have impressed us from the start. Our Google Ads campaign is producing great results, and our website and logo design are attracting the right sort of customers. Jessica, Gabrielle and Alice have proactively driven our marketing plan. Well done!”
Richard Williams, EPC-Hub
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