Record-Breaking Results: How We Increased Product Approvals' Sales by 129%
Red tape to revenue: Read the digital marketing strategies that paid off for this UK certification company.
Since 2014, Product Approvals has been a trusted partner for businesses seeking product certification to enter UK and EU markets.
Specialising in regulatory approvals such as UKCA, CE marking, UL marking, and EMC compliance, the company plays a crucial role in ensuring product compliance across industries.
Despite their expertise, Product Approvals. faced challenges in generating a steady stream of high-quality leads, particularly for their Compliance Management Service (CMS).
Seeking to improve their digital marketing performance, they partnered with Add People to refine their strategy and scale their success.
Read on to discover how we helped Product Approvals achieve record-breaking sales and growth.
The Challenge
Before working with Add People, Product Approvals relied primarily on PPC marketing but struggled to attract the right audience.
Their key challenges included:
- Low lead volume – particularly for their CMS offering, which provides retainer-based compliance support.
- High cost per conversion – inefficiencies in their existing Google Ads campaigns led to wasted budget.
- Irrelevant traffic – their ads were attracting businesses that weren’t in their target market.
- Lack of lead tracking – without clear attribution, it was difficult to assess the quality of enquiries.
As a result, their digital marketing was not generating the level of returns they needed to expand their business.
Our Strategy
When our Lead Generation team took charge in June 2023, the focus was on realigning the marketing strategy to drive meaningful results. Our approach included:
Targeted Google Ads Campaigns – Implemented a new broad match search campaign for CMS and a Performance Max campaign, designed to reach high-intent users across multiple Google platforms.
Budget Optimisation – Increased the daily spend by £11.50 (a 20% increase) to prioritise more valuable leads and improve return on investment.
Call Tracking for Lead Quality – Introduced third-party call tracking to assess which ads were generating the most qualified leads, allowing for smarter budget allocation.
Conversion Rate Improvements – Worked closely with Product Approvals Ltd. to understand their sales process, ensuring the ads and landing pages aligned with customer intent.
This collaborative and data-driven approach led to immediate and measurable improvements.
The Results
Since implementing these strategies, Product Approvals has seen remarkable growth, including:
- 129% increase in sales – the company recorded its best-ever sales month following the campaign improvements.
- Conversions doubled – from 25 to 51 per month, significantly improving lead volume.
- 40.5% increase in Average Order Value (AOV) – customers are now spending more per transaction.
- Increase in daily conversions – rising from 60 to 73 per day.
- Hiring new engineers – due to increased demand, the company is expanding its workforce to handle the growing workload.
The impact of these results has been transformational, allowing Product Approvals to scale operations and set ambitious new goals for future growth.
With a solid foundation in place, Product Approvals is set for continued success and growth.
What the client said...
“You went out on an exceptional high with us since October’s sales conversions are currently around £198.7K (18 orders received from 43 enquiries, AOV £11K). Our previous highest sales month was £86.7K, so we are on quite a roll at the moment. I’m sure October will be absolutely exceptional, our best month ever!”