A programme designed to build market awareness and help consumers learn about the UK’s leading Positive Input Ventilation business. We overhauled their marketing approach to teach people about this ground-breaking ventilation solution whilst positioning PIV-UK as the trusted market authority, achieving substantial improvements in advertising performance and customer acquisition.
Our enhanced digital marketing framework established PIV-UK’s credibility as the category leader whilst dramatically improving campaign efficiency. This integrated approach created long-term business growth by combining immediate customer leads with sustained organic search rankings.
Tristan and his team have done a fantastic job with our website, SEO and managing our Google ads. They are always on hand for any queries, nothing is too much trouble! Wouldn’t hesitate to recommend.
Managing Director, PIV-UK
As category pioneers, PIV-UK faced the challenge of introducing an unfamiliar product—Positive Input Ventilation—to consumers with limited awareness. They needed to build both market understanding of the product category and brand authority as the sector leader, balancing educational content with promotional messaging.
Existing advertising campaigns were underperforming, generating high-cost leads that offered poor return on investment and strained marketing budgets.
We enhanced their existing website to better communicate product value and benefits, completely reimagined their Google Ads strategy, and implemented a comprehensive multi-level SEO approach.
50-page business report with extensive research & marketing support
Improved messaging to clearly communicate product benefits
Comprehensive approach at local, regional, and national levels
Complete restructuring of previously inefficient campaigns
We conducted in-depth market research to assess customer awareness and perceptions of ventilation solutions, identifying key knowledge gaps and misconceptions that PIV-UK’s marketing needed to address.
Our analysis revealed distinct customer segments with differing motivations—from health-conscious homeowners concerned with air quality to property owners managing condensation issues—enabling targeted messaging and channel selection.
We developed an education-first approach, prioritising consumer understanding of Positive Input Ventilation technology before introducing brand-specific messaging. This built a strong foundation of category knowledge and positioned PIV-UK as the natural solution provider.
The seasonal marketing calendar accounted for the cyclical nature of condensation and ventilation concerns, ramping up activity during autumn and winter when consumer awareness and urgency are highest. Clear metrics were established for both educational and commercial objectives, tracking engagement with educational content as a leading indicator of market development alongside conversions.
We restructured the site to guide visitors from problem awareness through education and solution discovery to conversion, creating a comprehensive journey for an emerging product category.
Wireframes used progressive disclosure, layering information for different knowledge levels—introducing basics for newcomers and technical depth for informed visitors.
Specialised content modules addressed issues such as condensation, mould, and air quality, helping users see the relevance of PIV solutions. Lead generation forms captured essential qualification information with minimal friction, enabling personalised follow-up and higher conversion rates.
Interactive prototypes simulated multiple user journeys, allowing educational pathways to be tested and refined before implementation.
We reimagined PIV-UK’s visual presentation to balance technical credibility with approachability, replacing overly industrial imagery with relatable home environments that helped customers visualise the product in their own spaces.
Our design highlighted complex ventilation concepts through custom illustrations, infographics, and simplified diagrams, making the technology understandable without specialist knowledge.
A clear content hierarchy prioritised key benefits and problem-solving features, addressing common customer pain points while offering detailed technical information for those who wanted it.
The responsive design system was optimised for lead generation across devices, recognising that many customers research on mobile but complete enquiries on larger screens. Trust signals—including installation examples, testimonials, and accreditations—were given greater prominence to reassure customers and overcome hesitation with an emerging technology.
We enhanced PIV-UK’s existing website to better communicate their value proposition, focusing on performance and user experience improvements rather than a full rebuild—minimising disruption while maximising impact.
An advanced content management system enabled rapid updates to educational materials and product information, allowing PIV-UK to respond quickly to customer queries and market developments.
Dynamic content components personalised information based on user behaviour and entry points, highlighting the most relevant problem-solution pairings. Lead capture forms incorporated conditional logic, adapting fields and follow-up processes to improve both conversion rates and lead quality.
Comprehensive event tracking and conversion analysis provided detailed insight into user journeys and education-to-enquiry progression, informing ongoing optimisation.
We conducted a comprehensive audit of PIV-UK’s existing Google Ads account, identifying significant inefficiencies in campaign structure, keyword selection, and budget allocation that were driving their excessive cost per lead.
Our restructured campaign architecture implemented a problem-solution framework that aligned ad groups with specific customer pain points and search behaviours, dramatically improving relevance scores and click-through rates.
We developed sophisticated negative keyword strategies to filter out non-commercial research queries and irrelevant industrial searches, focusing budget on genuinely qualified residential prospects. The ad copy testing programme systematically evaluated different benefit emphases, educational approaches, and call-to-action phrasing, continuously refining messaging for optimal performance.
We implemented conversion tracking improvements that provided accurate attribution across the extended customer journey, from initial awareness through consideration to enquiry or purchase. The comprehensive strategy reduced cost per lead from over £100 to under £10 within the first month, representing a 90% improvement in marketing efficiency while maintaining lead volume and quality.
We examined PIV-UK’s Google Ads account in detail and discovered major issues: the campaign structure wasn’t effective, the keywords weren’t right, and money was being spent poorly. This was the main cause of their expensive customer acquisition costs.
We reorganised the campaigns around problems and solutions. We grouped ads around specific customer needs and search patterns, which led to much better relevance scores and more clicks.
We built smart filters to remove search queries that weren’t commercial and irrelevant industry searches, concentrating spending on genuine homeowners ready to buy. We tested different ad messages thoroughly, trying various angles about product benefits, different educational approaches, and different calls-to-action to discover what worked best.
We upgraded conversion tracking so we could accurately follow customers from their first click all the way through to enquiry or purchase. The complete strategy brought cost per lead down from over £100 to under £10 in the first month—a 90% improvement in spending efficiency—while keeping lead numbers and quality high.
Reduced cost per lead from £100+ to under £10 in the first month
Qualified enquiries generated at profitable rates within month one
We built a detailed keyword strategy that covered both types of searches customers make: problem-focused searches (condensation issues, mould problems, etc.) and solution-focused searches (ventilation systems, PIV systems, etc.). This meant we could create full customer journeys for people at every stage of awareness.
We focused our local SEO work on major UK regions, creating content that matched local weather patterns and the type of houses in each area—factors that determine ventilation needs. We developed a large library of content that made PIV-UK the go-to expert for ventilation information, with detailed guides, frequently asked questions, and explanations for specific problems. This built both search visibility and customer trust.
We optimised the technical side of the site, focusing on speed, how it works on phones, and proper data formatting to match what Google looks for in rankings. Our strategy for building links targeted relevant websites in home improvement, property, and health sectors to establish authority in the right neighbourhoods.
This full approach secured over 50 first-page keyword positions within three months and kept delivering steady growth in organic search visibility after that.
Expanded from 50 to 100+ first-page rankings within 3 months
Dive deeper into our work and see how we’ve helped businesses across industries achieve measurable results through strategic, data-driven solutions.
Contact Oxford Marketing Company with any enquiries – Our team is on hand to assist and will respond promptly.
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