Garden Rooms 365 is an Essex-based garden room company designing and building bespoke garden rooms, offices, gyms, salons, studios, bars and annexes. They already had a strong service, a good product range and real experience behind the business, but they weren’t getting the level of enquiries they needed online.
We approached the project from a full-service angle. Rather than relying on one channel, we looked at the whole customer journey: the website, landing pages, local SEO, Google Ads, Google Business Profile, reviews, tracking and conversion rate.
The outcome was clear: Garden Rooms 365 went from no consistent leads to around 70 leads per month.
The client’s challenge
The main issue was simple: the business wasn’t generating enough leads.
Garden rooms are a high-value service, so people rarely enquire after seeing one advert or one page. They want to see the quality of the work, understand the options, compare styles, read reviews and feel confident that the company can handle the full project.
The website needed to do more than look good. It had to showcase the different types of garden rooms properly, explain the service clearly and turn visitors into enquiries.
There was also a local visibility challenge. Garden Rooms 365 serves Essex, but customers search in different ways depending on where they live and what they want built. Some search for “garden rooms Essex”, while others search for more specific terms like garden office, garden gym, garden salon or garden room in Chelmsford, Billericay, Brentwood or Southend.
That meant the campaign needed proper structure.
Our approach
We knew this campaign needed more than a basic website and a few ads.
Our strategy focused on building a stronger online presence across the main areas that drive leads for local home improvement companies:
- A professional, conversion-focused website
- Dedicated service pages for different garden room types
- Local SEO pages targeting towns across Essex
- Specific Google Ads campaigns and landing pages
- Google Business Profile optimisation
- Real reviews displayed on the website
- Clear tracking to understand where leads were coming from
The aim wasn’t just to bring in more traffic. It was to bring in the right traffic and give people enough confidence to enquire.
The work we carried out
Website and landing page builds
The website was a key part of the campaign.
Garden Rooms 365 needed a site that immediately showed the quality of their work. With a visual service like garden rooms, design matters. People want to see finished projects, understand the style, and imagine what the space could look like in their own garden.
We built the website to properly showcase the company’s products and services, including garden offices, garden gyms, garden salons, garden bars, games rooms, studios and annexes.
We also made sure reviews were fed directly into the website rather than added as screenshots. This helped build trust because visitors could see real customer feedback connected to live review platforms.
The ad landing pages were built differently from standard website pages. They were cleaner, more direct and designed to keep people focused on one action: making an enquiry. No clutter. No unnecessary distractions. Just the product, the offer, the trust signals and a clear route to contact the company.
Local SEO and content
Local SEO was another major part of the strategy.
We created content around the different types of garden rooms people were actively searching for. This included service-focused pages for garden offices, garden studios, garden gyms, garden games rooms and other popular uses.
We also built local service pages targeting additional areas across Essex, such as Billericay, Chelmsford, Brentwood, Southend and nearby towns.
Each page was written with unique content, not copied and pasted with the town name changed. That matters because local SEO only works properly when the pages are genuinely useful.
We then internally linked the pages throughout the site so Google could better understand the services, locations and structure of the business.
Google Ads campaign setup
Google Ads gave us a faster route to enquiries while the SEO work built up over time.
The campaigns were structured around specific buyer intent. Instead of running one broad campaign for “garden rooms”, we separated the account into focused ad groups.
For example, someone searching for a garden office is likely to need different messaging from someone looking for a garden gym, garden studio or games room. By matching the ad groups to the right landing pages, we improved relevance and gave each visitor a more tailored experience.
We also added extensive negative keywords from day one. This helped protect the budget and reduce wasted clicks from people searching for unrelated, low-intent or unsuitable terms.
That structure helped improve lead quality and made the ad spend work harder.
Google Business Profile optimisation
For a local business, the Google Business Profile is often just as important as the website.
We optimised the listing by reviewing the main business category, adding the right services, improving the image content and keeping the profile active.
Regular posting was also part of the plan. We posted three times per week to keep the listing fresh and show that Garden Rooms 365 was active, established and regularly completing projects.
The profile also supported the wider local SEO strategy because it helped connect the business with the areas they serve across Essex.
Tracking and reporting
Lead tracking was essential.
We didn’t want to simply say “the marketing is working”. We needed to know where the enquiries were coming from.
We tracked leads from the website, Google Ads, organic search and the Google Business Profile. This helped us understand which pages, campaigns and search terms were driving enquiries.
That information allowed us to make better decisions as the campaign developed. If a certain service type was performing well, we could push it harder. If a landing page needed improving, we could adjust it. If wasted searches were appearing in Google Ads, we could exclude them.
Conversion rate improvements
A lot of marketing campaigns fail because they focus only on getting more traffic.
For Garden Rooms 365, conversion rate was just as important.
We improved the user journey by making calls-to-action clearer, showcasing real reviews, improving the way services were presented and making the site easier to use on mobile.
This was especially important because many potential customers browse on their phones first. If the mobile version is slow, messy or hard to use, leads are lost before the customer even makes contact.
The results
The campaign helped Garden Rooms 365 move from no consistent online leads to around 70 leads per month.
That result came from combining several parts of the marketing together rather than relying on one single channel.
Google Ads helped generate enquiries quickly. Local SEO helped build long-term visibility. The Google Business Profile supported local search. The website and landing pages gave visitors a reason to trust the company and enquire.
What made the difference
The biggest difference was the structure of the campaign.
We didn’t send all traffic to a generic homepage. We built pages around what people were actually searching for.
A garden office customer saw garden office content. A garden gym customer saw garden gym content. Local searches were supported by local pages. Reviews were visible. The work was showcased properly. The calls-to-action were clear.
The negative keyword work in Google Ads also played an important role. By reducing wasted spend, the budget could focus on people who were more likely to become real enquiries.
The review feed also helped. For high-value services, trust matters. Seeing real customer feedback on the website gave potential customers more confidence before picking up the phone or submitting a form.
Final thoughts
This project showed the value of a full-service digital marketing approach for a trades and home improvement business.
Garden Rooms 365 didn’t need one isolated marketing tactic. They needed a joined-up system that brought together the website, SEO, Google Ads, local search, reviews and tracking.
That’s what created the improvement.
When each part of the campaign supports the next, the whole marketing system becomes stronger. The ads bring in the right visitors. The landing pages convert them. The SEO builds long-term visibility. The Google Business Profile supports local trust. The tracking shows what’s working.
For Garden Rooms 365, that approach turned a lack of consistent enquiries into a steady lead flow.
Need help with your digital marketing?
If your trades or home improvement business isn’t getting enough leads, the issue might not be one single thing.
It could be your website, your landing pages, your Google Ads, your local SEO, your Google Business Profile or the way everything connects together.
We can review your current setup and show you where leads are being missed, where spend is being wasted and what needs improving first.