Combining data, technology and creativity to power businesses in  a digital-first world.

Experts in every aspect of  the product lifecycle.

Very very happy with the service provided and would have no hesitation in recommending them.

Fantastic team to work with, they really know their stuff

They have played a pivotal role in the design, build and rollout of the new websites

A leading Digital & Software Agency combining data, technology, creativity and engineering to help power and transform digital-first businesses.

Folifi - A Leading Digital & Software Agency

This year Google announced another change by eliminating broad modified match type, this is another significant step towards keyword management defaulting to automation. Although it may seem like a big change broad match modified is now being applied to the updated phrase match as the graphic shows below.

To get the best results from your Google Ads campaigns, it’s important to have the right campaign set up for the product or service you are trying to sell. It’s also critical to ensure your campaign type matches the budget you have set aside for your marketing efforts.

Pretty much every time a customer comes to us for help with their campaigns we see the same mistakes over and over again which is not only costing them money but potential revenue as well. So here are a few tips on how to pick the right strategy for your business.

Choosing the best Google Ads bidding strategy for your campaigns is not always an easy decision especially if you don’t have experience using Google Ads. From the outset, it’s important to define the objectives for your campaign.

For example, if you’re a plumber you may have a PPC campaign for boiler and heating installation, you could also have a campaign for brand protection where you’re bidding on your brands’ keywords.

Going back to the plumbing example, you’re a plumber and you want your phone to ring or for customers to complete a contact form. This leaves three bidding strategies.

The key to smart bidding campaigns is you need volume if your campaign is restricted by budget or you’re only getting a few conversions a day. Smart bidding won’t work as Google needs data volume to make good decisions in order to optimise and automate your campaigns. That’s why Manual CPC is always a good start. 

So what do you pick if you’re not budget-restricted or are generating enough conversions for Google to optimise your bidding strategy?

Target CPA gives you more comfort due to the ability to set a target cost per acquisition – in terms of how much you are willing to pay per lead giving you control and flexibility to make sure your leads come in at a certain price. 

But say you’re a business such as a call centre with no budget restrictions and need the phones to be ringing then maximise conversions could be better for you. Google will optimise your campaign to find the maximum conversions for your budget which can make it more expensive per conversion but your overall conversion volume should be higher.

For a sales strategy, manual CPC is used in the same way that I’ve described in the lead strategy. 

If your budget is fixed and you want to ensure you don’t go outside of your fixed budget then Target ROAS is the best strategy for you.

Maximise conversion requires a lot of conversion data to be optimised efficiently for your campaign – meaning if you have the data and are not restricted on budget giving google free reign to optimise your campaigns could be the best option. 

What we tend to do with our clients is start the campaigns on a fixed target advertising spend and as we generate conversion data is to run split experiments to see what Google can do with the data. 

To ensure a certain amount of impressions and to maximise impression share for your brand’s terms. Then target impression share could be quite useful.

Another example is some breaking news within your niche and you want to capitalise from people looking for this story you can then bid on this particular term to generate traffic. 

Choosing the right bidding strategy isn't easy. With many options to pick from it can be quite overwhelming for users new to the platform. Before selecting your bidding strategy make sure to assess your campaign goals, this will make it easier in picking which setup to go for. 

To get the best results from your Google Ads campaigns, it’s important to have the right campaign set up for the product or service you are trying to sell. Find out How to Pick the Right Bidding Strategy for Google Ads.

How to Pick the Right Bidding Strategy for Google Ads

Monolithic CMS architecture has been the standard for years, but companies are now looking for increased security, performance and scalability provided by a headless CMS. Should you adopt this new approach to content management? Or stick with a monolithic system? Let’s dive right in and find out.

So, what actually is “headless”? Well, the “head” relates to where your content ends up, and the “body” is where your content is stored and authored. A headless CMS is a type of content management system that provides an alternative to authoring content over a traditional monolithic CMS, the CMS or “body” is decoupled from the presentation layer “head”. Content that is stored in a headless CMS is delivered via APIs and can be displayed across different devices simultaneously. 

A monolithic or traditional CMS has to be self managed, or managed on a server environment. These sort of systems are called monolithic as they pack everything into a single system and only have one context for presenting content, this is usually a webpage; for example, a “What You See Is What You Get” type of interface. 

A Headless CMS can have content displayed across multiple devices and platforms at once, without the functionality and assumptions for how you want to work into a single system; giving you more freedom of choice.

There are so many benefits to choosing a Headless CMS over monolithic, here are a few:

The presentation layer is separated from the content meaning developer tools can be changed at any time, and benefit from sending your content to high-performance cloud-based hosting and build services like Vercel.

As mentioned above, your content is completely separate from the presentation layer so it’s a much smaller area of attack.

As a headless CMS doesn’t come bundled with unnecessary features or a requirement for plugins to do the most simple task, so it’s considerably faster than a monolithic CMS. Another added benefit to headless is the ability to create statically generated websites, meaning all the pages are created at build time; no database requests for visitors!

It's not very well known that Google uses page speed as a ranking factor for both desktop and mobile searches. 

Using the Google PageSpeed Insights tool you can test your website against many parameters including: 

The benefit of using headless CMS is that it would be hard not to score high with page speed providing the code structure and images are optimised correctly. 

Using our own website as an example, with Prismic for content management and React on the front end, our website loads super fast especially as our site is quite image-heavy. 

As content from a headless CMS is served over APIs, developers are not limited to what front end they can use. You can also change stacks completely without affecting the CMS. 


Headless CMSs are best used for websites and web apps, they integrate seamlessly with static-site generators like Gatsby and Next. Headless can also be implemented with eCommerce sites, for example, it’s possible to integrate headless content with Shopify, WooCommerce or SAP Hybris.

Conclusion - should you be using a headless cms?

So, should you be using a headless CMS? Well, it depends on your project requirements. We’ve found that most websites can use a headless CMS over their current monolithic system, and the results are night and day; so yes, you absolutely should be using a headless CMS if you can!

If you’re interested in using a headless CMS for your website? Setup a chat with our team today!

Explaining Headless CMS: What is it and should I use it? - Folifi, News & Articles

Explaining Headless CMS: What is it and should I use it? 

CCS Group is a commercial cleaning company focusing on the catering, medical and construction sectors.
 

Grow online enquiries through various advertising campaigns.

Due to the number of specialist services that Cater-Clean Solutions provide, we decided to restructure the company into 3 sections, catering & food production, medical & emergency and construction cleaning. This meant we were required to create a sub-brand for each company along with its own website, along with the umbrella brand 'CCS Group'.

This enabled us to create more effective advertising campaigns which would have a higher conversion rate due to each brand being specialists in their own sector.

They have played a pivotal role in the design, build and rollout of the new websites and brand image as well as offering comprehensive back-office support and lead generation.

We created ad group-specific landing pages with a strong CTA focus, such as positioning forms above the fold, clear contact and call buttons.

A large increase in sales pipeline throughout the UK

Sector diversification providing further income streams

CCS Group is a commercial cleaning company focusing on the catering, medical and construction sectors.

How Folifi helped CCS Group Scale through Marketing & PPC.

CCS Group is a commercial cleaning company focusing on the catering, medical and construction sectors.


How Folifi helped CCS Group Scale through Marketing & PPC

Hygenic came to us with their vision of becoming synonymous with producing the UK's best solution for Hygienic Wall Cladding, Ceiling Lining and Wall Protection products.

To help achieve this, the first stop on their digital journey was to work on relaunching their website, making it far more useful and relevant to their audience.

Our tech stack included 3 tools of Miro, Figma and WordPress, we always start our projects with a research phase where we pull all ideas together in Miro on one mood board, this includes key features, competitor analysis and layout components. Prototyping, wireframes and design phase was all done in Figma.

This new site now sits at the core of a wider digital marketing strategy, clearly focused on driving the new brand image whilst providing a seamless user experience across all devices.

A leading supplier in hygienic walls and ceiling linings.

A Leading Supplier in Hygienic Walls and Ceiling Linings.

Folifi is partnering with TFP Care to deliver digital transformation across their customer base, through product innovation, accessibility and design. 

High Quality Care Providers with a Person Centered Approach

Digital transformation for the healthcare industry.

We empower the digital capabilities of businesses within the healthcare services from hospitals to gyms, pharmaceuticals and fitness brands. More insight, better patient care, greater efficiencies and superior service - all driven by digital transformation.

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We empower the digital capabilities of businesses within the healthcare services from hospitals to gyms, pharmaceuticals and fitness brands.

Transform your business with  automotive solutions.

We provide bespoke automotive solutions and marketing initiatives to service the automotive industry from retailers and manufacturers. Our digital engineers forge next generation websites and technology to provide a unique user experience for our clients and their customers. 

The results help our clients' nature more dynamic, productive and profitable relationships with their customers.

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Uk's Premier Wheelchair Accessible Vehicle Manufacturer 

We provide bespoke automotive solutions and marketing initiatives to service the automotive industry from retailers and manufacturers.

Expert digital solutions for small businesses. 

Answer key business questions and scale winning combinations of message and design across your brand's digital footprint. We focus on accelerating the growth of small businesses through organic and bespoke digital strategies to suit clients' individual needs and profiles.

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Answer key business questions and scale winning combinations of message and design across your brand's digital footprint.

Folifi - Small Business Digital Marketing

Deliver more efficiency with a connected experience.

Our strategic digital team works in conjunction with B2B organisations in commercial services, professional services, utilities and manufacturing to optimise processes, transform digital strategies and deliver optimal experience to clients and partners. 

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A leading supplier in Hygienic walls and ceiling linings. 

Our strategic digital team works in conjunction with B2B organisations to optimise processes, transform digital strategies and deliver optimal experience to clients and partners.

Digital placemaking for the property sector.

Whether you are a house builder, a housing association, an estate or letting agent or a commercial property business, we have the expertise that will help you bring intelligent property services to life and market them profitably.

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We have the expertise that will help you bring intelligent property services to life and market them profitably.

Folifi - Digital Solutions for the Property & Construction Industry

Smart, inventive and out-of-the-box digital marketing for the hospitality sector.

From luxury hotel brands, to independent boutique hotels and restaurants, we work with our clients to discover the character of their brand and transform it into a unique design aesthetic. Functional, beautiful and meaningful is our mantra.

From luxury hotel brands, to independent boutique hotels and restaurants, we work with our clients to discover the character of their brand and transform it into a unique design aesthetic

From luxury hotel brands, to independent boutique hotels and restaurants, we work with our clients to discover the character of their brand and transform it into a unique design aesthetic.

Improve your organic growth locally and nationwide.

Your potential customers are always searching online, but are they finding you? With more search features than ever, including maps, knowledge panes, PAAs, hotel booking forms, carousels and rich snippets; knowing how to optimise your site for organic search is a minefield.

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The most cost effective way to win online is through an effective organic search engine optimisation strategy.

Organic growth provides lasting and more stable results, it should not be neglected. With relevant and quality content, organic SEO will generate more clicks and ultimately, more customers.

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The design team to make your product stand out on the market.

User Interface Design (or UI Design for short) is the visual style and layout of the various elements that make up what a user can see on a screen at a given moment. This can be anything from a website, a mobile app, the screen of an ATM, or a complex medical device.

The goal of a user interface is not only aesthetic but also functional. It must be created with all the key use cases in mind, and avoid the typical clutter that one often expects.

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We’re committed to using industry leading tools and technologies to create meaningful products for our clients. By being mindful at every step, we climb the slope of progress.

The pursuit of constant improvement becomes reality through a rich toolkit of design systems that we have used for mobile apps, web platforms and embedded systems.

Always human-centred, our UI/UX design team weave user needs and business goals into effortless, effective interfaces.

Having built websites for more than 10 years, our team understands that multi-device design, and a clear interface, is key to a unique user experience.

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Make your product stand out on the market.

Not just a pretty face, our bespoke websites are designed with functionality in mind that delivers results.

We use well-esteemed development software and technologies to build successful products from scratch or increase the performance of an existing one. With the right technology solutions, we build a secure, stable platform that delivers exceptional user experience to a client and their customers.

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With the latest technologies alongside high quality coding standards, we craft memorable website experiences that transform perception, strengthen bonds, and drive change.

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We have a proven track record in bespoke PPC search & display campaigns delivering monthly increases in leads and sales. Strategic PPC campaigns provide the perfect opportunity for more traffic, leads and customers instantly. With the right campaign and website setup, you could be generating customers and a positive ROAS in no time.

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Running paid traffic successfully takes a multi-faceted approach. At the core, paid traffic requires knowing your numbers, but also takes strategy, creativity, and a high level of knowledge of the ad platform.

We have a proven track record in bespoke PPC search & display campaigns delivering monthly increases in leads and sales.

Our expert marketing team have a proven track record in bespoke PPC search & display campaigns delivering monthly increases in leads and sales.

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Robust cross-platform software built for scalability and ease of use. 

There’s no limit to the size of a company that can benefit from custom software development – from small businesses to enterprise-sized organisations, if you have a business problem that can be solved by smart software, we can help you bring it to life.

Our dedicated team of engineers scope out the requirements of your software with you to deliver an intuitive system; desktop, web and mobile applications, we design and build secure interfaces.

Software that scales fast and drives user engagement 

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Our goal is to help grow your business, not simply sell you software. By utilising the right tools and methodologies, you can be sure that your custom software will be well-built and aligned with your organisation’s needs.

We're Folifi, a leading digital agency creating industry-leading software for all digital platforms; we build software that scales fast and drives user engagement. 

From internal process automation and support for key business operations to cutting-edge customer-facing platforms, we strategically support clients to create industry-leading software.

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Creating industry-leading software for all digital platforms

Start a conversation

SEO

UI/UX Design

Website Development

Paid Advertising

Combining data, technology and creativity to power businesses in  a digital-first world.

SEO

UI/UX Design

Website Development

Paid Advertising

Software Development

Healthcare

Automotive

Small Business

B2B

Property & Construction

Hospitality

Experts in every aspect of  the product lifecycle.

Hygenic

A Leading Supplier in Hygienic Walls and Ceiling Linings.

TFP Care

High Quality Care Providers with a Person Centered Approach

“Very very happy with the service provided and would have no hesitation in recommending them.”

Sophie Hall - Hygenic

“Fantastic team to work with, they really know their stuff”

Darren - Pro-fit Wardrobes

“They have played a pivotal role in the design, build and rollout of the new websites”

Drew McGilvray - CCS Group

Trusted by businesses from across the UK

News & Articles

How to Pick the Right Bidding Strategy for Google Ads

Explaining Headless CMS: What is it and should I use it?

How Folifi helped CCS Group Scale through Marketing & PPC

Let's get your project started

SEO

UI/UX Design

Website Development

Paid Advertising

Combining data, technology and creativity to power businesses in a digital-first world.

SEO

UI/UX Design

Website Development

Paid Advertising

Software Development

Healthcare

Automotive

Small Business

B2B

Property & Construction

Hospitality

Experts in every aspect of the product lifecycle.

Hygenic

A Leading Supplier in Hygienic Walls and Ceiling Linings.

TFP Care

High Quality Care Providers with a Person Centered Approach

“Very very happy with the service provided and would have no hesitation in recommending them.”

Sophie Hall - Hygenic

“Fantastic team to work with, they really know their stuff”

Darren - Pro-fit Wardrobes

“They have played a pivotal role in the design, build and rollout of the new websites”

Drew McGilvray - CCS Group

Trusted by businesses from across the UK

News & Articles

How to Pick the Right Bidding Strategy for Google Ads

Explaining Headless CMS: What is it and should I use it?

How Folifi helped CCS Group Scale through Marketing & PPC

Let's get your project started

Combining data, technology and creativity to power businesses in  a digital-first world.

Experts in every aspect of  the product lifecycle.