Building a full-service digital acquisition engine for a growing M&E contractor.
(Jan - Apr 2026, GSC)
(Jan - Dec 2025, GA4)
(Jan - Dec 2025, Google Ads)
The enquiries are coming through thick and fast from the website … we’re getting schools, councils, film studios, warehouses – proper commercial work, not small residential jobs. People are finding us on Google and coming to us ready to talk because they’ve already seen what we can do … we’ve got engineers out on jobs across London and the South East, people see the vans everywhere – why shouldn’t they see us online too?
Akehurst were a commercial electrical contractor covering London and the South East.
When they came to us in early 2022, their online presence was practically non-existent.
The website was a basic brochure site generating little to no traffic.
There was no paid advertising in place, and virtually all enquiries came through word of mouth and referrals.
The initial goal was simple: start generating commercial enquiries online.
Akehurst were not looking for domestic or residential work. They wanted to attract larger commercial projects, contracts with schools, hospitals, councils, warehouses and commercial property, the kind of work that comes with higher contract values and longer relationships.
Rather than jumping straight into a full website rebuild, we took a phased approach.
We launched Google Ads campaigns first, directing paid traffic to the existing site so we could immediately drive leads, see how traffic converted, where visitors dropped off, and what they were actually looking for.
Using heatmaps and conversion data, we built a clear picture of what was working and what needed to change before committing to a new build.
That insight also helped shape the organic strategy that followed, giving us a data-backed foundation for site architecture, service page structure and content priorities.
When Akehurst later acquired a heating and plumbing company and rebranded as Akehurst Group, the brief expanded significantly.
We rebuilt the site from the ground up to support the full mechanical and electrical operation, covering entirely new service areas, new keyword markets and new Google Ads campaigns, all while maintaining the momentum already built on the electrical side.
Starting from zero, the chart above shows the growth in monthly enquiries from search over the course of the engagement.
At its peak, the site was generating over 100 enquiries per month from organic and paid search combined.
The site held 95 page 1 rankings in the UK with 37 keywords in the top 3 positions.
Google Ads delivered 471 enquiries across 2025, while organic search generated 300 enquiries without any ad spend behind them.
The work directly supported Akehurst’s growth from an electrical-only contractor into a full M&E operation, with the website generating commercial enquiries from schools, hospitals, councils, aerospace companies, chemical manufacturers, service stations and commercial property managers, exactly the type of work Akehurst were set up to deliver.
Before building anything new, we needed to understand how Akehurst’s market actually behaved online.
Our Google Ads management started with directing paid traffic to the existing website targeting commercial electrical services.
We then used heatmaps and conversion tracking to learn what prospects responded to, where they dropped off and which services generated the most interest.
This gave us a real data foundation for everything that followed. Rather than designing a website around assumptions, we could build around proven demand.
By 2025, the Google Ads account had matured into a structured programme across all service lines, delivering 471 enquiries over the course of the year.
We replaced the original brochure site with a conversion-focused web design built around the service areas and locations that the paid data had shown us mattered most.
When Akehurst acquired a heating and plumbing business and rebranded as Akehurst Group, we extended the site with dedicated service pages, location pages and supporting content for every new vertical.
The site architecture was designed to scale with the business rather than requiring a second rebuild.
Every page was structured for both search visibility and lead generation, with clear service descriptions, enquiry forms and calls to action throughout.
With the website in place and paid data confirming which services drove the strongest demand, we built an organic SEO strategy targeting commercial electrical, heating, plumbing and HVAC services across London and the South East.
The approach combined service page optimisation, location-targeted content and ongoing technical SEO. From a starting point of just 2 keywords on page 1, the site grew to hold 95 page 1 rankings with 37 keywords in the top 3 positions.
Local SEO was a particular focus given the geographic nature of the work. Google Business Profile optimisation and locally targeted content supported visibility for area-specific searches across the full service region.
