SHS Handling Solutions partnered with Lambourn Digital in April 2025 with the objective of increasing ecommerce sales, generating more phone enquiries and promoting higher value service and repair enquiries across the UK.
Following an initial audit, we identified several opportunities that were preventing the account from reaching its full potential.
- Google Merchant Center had not been connected, meaning Shopping campaigns were unavailable despite SHS having a catalogue of approximately 1,000 products.
- Conversion tracking also required attention, making it difficult to accurately measure campaign performance.
- A large proportion of spend was being allocated towards branded searches rather than attracting new customers.
- SHS also wanted to increase visibility for its service and repair division, an area of the business that had previously received very little digital marketing investment.
- In addition to paid advertising, SHS wanted to strengthen its organic visibility and improve rankings across a wide range of high value commercial search terms.
Rather than making small adjustments, we rebuilt the account from the ground up, focusing on campaign structure, data accuracy and long term scalability.
Accurate Tracking & Better Decision Making
The first priority was ensuring every meaningful action could be measured correctly. By improving conversion tracking, we created a more reliable foundation for optimisation and smarter bidding decisions.
Building a Shopping Strategy
One of the biggest opportunities identified was the complete absence of Google Shopping.
We connected Google Merchant Center, built optimised product feeds covering approximately 1,000 products and launched dedicated Shopping campaigns segmented by product category.
This immediately expanded SHS’s visibility across Google’s Shopping results while allowing us to promote their highest value products more effectively.
Rebuilding Performance Max
Performance Max campaigns were completely refreshed through updated ad copy, new creative assets and YouTube video content.
Campaigns were restructured around product categories, while product groups were continually optimised to prioritise the highest performing products. This allowed budget to be focused where it generated the strongest return while reducing spend on lower performing inventory.
Smarter Search Campaigns
Search campaigns were continuously refined through weekly optimisation. This included:
- Reducing unnecessary spend on branded searches
- Excluding competitor brand searches
- Monitoring search terms each week
- Applying negative keywords to improve traffic quality
- Testing and refining bidding strategies
- Reallocating budget towards the strongest performing campaigns
This ongoing optimisation ensured advertising spend was continually invested where it generated the greatest business impact.
Expanding Into Service & Repairs
To support another area of the business, we developed a dedicated Google Search campaign promoting SHS’s repair and maintenance services.
Working closely with the client, we also created a dedicated Pallet Truck Servicing & Repairs landing page to increase enquiry rates and improve Quality Scores.
This enabled SHS to attract businesses searching for ongoing maintenance and servicing, generating higher value enquiries that have the potential to develop into long term customer relationships.
Ongoing SEO Growth
Alongside Google Ads management, SHS also benefits from our fully managed SEO service.
Our SEO work covers every aspect of improving long term organic visibility, including:
- Keyword research and strategy
- On-page optimisation
- Technical SEO improvements
- Content optimisation
- Metadata optimisation
- Internal linking
- Landing page creation
- Ongoing performance monitoring
- Competitor analysis
- Monthly reporting and recommendations
As part of this case study, we’ve also attached a table highlighting keyword ranking improvements achieved during June 2026, demonstrating continued growth in SHS’s organic search visibility.
Over the first year of management, the account delivered consistent improvements across both ecommerce and lead generation.
- Shopping campaigns became the account’s highest ROAS campaign type.
- Liftek Shopping and Performance Max campaigns became the highest converting campaigns for SHS’s own product range.
- Dedicated Repair & Maintenance campaigns generated a consistent flow of high value phone enquiries while increasing awareness of an under-promoted service.
- Continued improvements in organic keyword rankings across key commercial search terms through ongoing SEO activity.
Google Ads and SEO success aren’t achieved through a one off campaign launch.
- The SHS account is reviewed weekly, with search terms monitored, campaign structures refined, bidding strategies adjusted and budgets reallocated based on performance.
- Our SEO activity also continues each month through ongoing content improvements, technical optimisation, keyword monitoring and the development of new landing pages to ensure SHS continues to grow its organic presence alongside paid advertising.
- Regular meetings with the SHS team ensure both Google Ads and SEO remain aligned with business priorities while new opportunities are identified as the business continues to grow.
Since partnering with Lambourn Digital, SHS Handling Solutions has transformed both its paid and organic digital marketing performance.
By introducing Google Shopping, rebuilding Performance Max, improving campaign structure, expanding into dedicated lead generation campaigns and implementing an ongoing SEO strategy, SHS has strengthened its ecommerce performance, increased high value commercial enquiries and significantly improved its visibility across Google Search.
Since partnering with Lambourn, we’ve seen a clear increase in website traffic and sales. Aaron & the Lambourn team quickly identified PPC and SEO opportunities that had previously been overlooked, and the team continues to deliver excellent results through ongoing optimisation.
Georgina Challis
Marketing Manager
