🔥 654% increase in leads for a UK based stove installer 

✅ 300% increase in leads for a national commercial cleaning company

💰 115% ROAS for a high quality furniture eCommerce store

🏎 178% increase in enquiries for a PPF installer in North Yorkshire

Hey, we're Folifi, a Google Ads Agency focused on one thing - growing your revenue. Our PPC management services offer a full-service solution to building and managing ad campaigns on Google.

We work with a range of clients. It doesn't matter if you're a startup, a small local business or a well established company. We understand all aspects of paid advertising from inception through strategy, to Google and social. As our PPC services are tailored to suit the client and the project requirements, we get you results.

178% increase in enquiries for a PPF installer and luxury detailer in North Yorkshire.

300% increase in leads through strategic ad campaigns for a nationwide commercial cleaning company.

654% increase in conversions through PPC campaigns for a UK based stove installer.

115% ROAS for a high quality furniture and home accessories eCommerce store.

My PPC campaigns aren't getting enough leads.

Without consistent site traffic, you’re missing out on valuable visitors, leads, and revenue. Thankfully, our custom PPC solutions can get you back on track by targeting your ideal audience.

I need to improve my Google Ads CTR, can you help?

We absolutely can! A low click-through-rate can be because of poor ad copy, keyword selection or bidding strategy. We'll devise a strategy bespoke to your business to improve your CTR.

Is Google Ads a good fit for my business?

Definitely. Google Ads gets 85% of all search engine volume (over 8.5 billion searches per day), so if you want to get your business in front of your ideal audience - Google Ads is a great way to go.

we’re here to solve your digital bottlenecks

I can’t express enough how good these guys are. Sam, is exceptional in the marketing and has literally smashed our Google Ads and web marketing out of the park. Highly recommend!

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're a Google Ads Agency focused on one thing - growing your revenue. Get everything you need with our Google Ads management services that offer a full-service solution to building and managing ad campaigns on Google.

Google Ads Agency | Google Ads Management | Folifi

WordPress has dominated the CMS market for years and with a 65% market share (and growing!), it's showing no signs of slowing down. It's easy to see why it's so popular, with a drag-and-drop editor, thousands of plugins, widgets and themes, all combined to enable users of all skill levels to put a functional website together.

Even though WordPress has its benefits, it also has some downsides. Before we go into alternatives, let's explore why you'd consider an alternative CMS to WordPress.

The most glaring weakness in WordPress is the security, this isn't because WordPress itself is poorly developed; almost all security issues in WordPress are down to plugins and themes from third-party developers, for example, a critical plugin bug that left 320,000 websites open to attack - because of this, WordPress accounts for 94% of CMS infections according to a 2019 report by Sucuri, not great...

So if you're going to use WordPress, make sure it's up to date and not overly reliant on plugins!

WordPress' main function is blogging. Unfortunately, to take full advantage of this, you must install third-party plugins to have a website with the slightest amount of complexity, which is an issue we mentioned earlier.

Having said this, WordPress has improved flexibility in authoring with the release of the Gutenberg editor back in 2018. As well as more built-in flexibility regarding SEO, so you don't have to rely on Yoast so much.

So to get enough functionality which you typically find in an enterprise or headless CMS, you have to rely on third-party plugins.

According to a CMS benchmark by Yottaa, WordPress is the mainstream CMS with the slowest performance. WordPress is typically slower than other CMS platforms because each plugin requires several JavaScript files to be loaded, thus bogging the performance.

To summarise, WordPress is a good CMS if you're a small business that requires a website with little functionality and uses barely any, if any, plugins. But if you want something more or don't like WordPress for any of the reasons listed above, here are some alternatives you should check out!

Prismic is a headless CMS; our go-to for small website developments that don't require much functionality. What we love most about Prismic is the simple, intuitive interface and unique page builder that uses a feature called Slices. Slices make it easy for authors to mix and match components as well as customise them whenever they’re editing or creating a page. The way we design in Figma, utilising a component structure, works seamlessly with our development team when building out Slices, creating a much smoother process. 

As much as we love Prismic, it does have its limitations, so we generally build smaller sites that don't require much functionality.

Headless CMS for speed, scale and security.

Content slices for easy content authoring.

Craft CMS is an open-source content management system for building custom websites, it's a blank slate that puts your content first and provides a flexible, tailored experience for developers and content authors.

Craft has a great interface, a more stripped back version of WordPress that's built and tailored to your needs and requirements. The simple interface makes updating and adding content a much more enjoyable experience.

A further advantage is the handy live preview feature Craft CMS offers. Authors can view the content edit section and a live preview next to each other at the same time, allowing you to see your edits in real-time, which makes updating content a far better alternative to WordPress!

Security and performance in Craft eclipses WordPress, with no need for a vast number of third party plugins that often result in heavy and unorganised code. Craft is a flexible and lightweight CMS that can be tailored around your current and future business offerings; it's a great choice and one you should seriously consider.

Highly customisable, tailored around you.

Flexible for both developers and authors.

Shopify is one of the best eCommerce platforms on the market today, designed to allow merchants to build and launch their online store, Shopify provides a great platform that's easily scalable to grow your business.

As you're dealing with sensitive customer information, your site needs to be fast, secure and always online. One of the big advantages of a hosted solution is the reliability it provides, meaning that all of your functionality comes to you from Shopify's servers. So you don't need to worry about installing software or buying web hosting, unlike a self-hosted WooCommerce website. 

Shopify will take care of all server maintenance and upgrades to keep your store and shopping cart available at all times, you don't get that with WooCommerce unless it's hosted through WordPress - even then, it's more susceptible to attack than Shopify.

Security & performance are much better than WooCommerce.

Another headless CMS alternative, Ghost is for businesses or individuals more focused on blogging. Ghost is a minimalistic blogging platform that lets you focus only on writing without distraction, the sole purpose of Ghost is to create a publishing platform.

Ghost comes with great SEO functionality built-in, so you don't need a plugin to optimise this like you would with WordPress. Other integrations are also available if you'd like to extend your content offering, for example, paid subscriptions can be activated easily through Ghost and integrated with Stripe.

Ghost is super lightweight and is available as hosted or self-hosted, just like WordPress. As Ghost runs on NodeJS, a modern technology stack, it is considerably quicker than WordPress - no need for boated plugins!

Interested in learning more about Ghost and why it's better than WordPress? Learn more about it here.

More affordable than a WordPress alternative.

So, do we still use WordPress? As a digital transformation agency, we are always looking to use the best technology for any given project. We want to offer our clients the best on the market, so we've explored many different ways of building websites and we've found that there are much better alternatives to WordPress. Not every website is the same, so we like to use different tech stacks and CMSs depending on the functionality required for each project.

While we always recommend any of the CMS' above over WordPress, we do occasionally use WordPress! Sometimes it's the ideal CMS for the job as a low cost, easy to use solution for a small business on a budget, or the client may prefer using it; but when we do use WordPress, there is no reliance on a plethora of plugins, we prefer custom-coded solutions as to not affect security or performance.

Regardless, a good CMS will enable you to build and manage a site that meets the needs of goals of your business over time. So whether you’re trying to generate brand awareness or convert visitors, any of the tools above will help you bring your business online. The key to selecting the right one for your brand is figuring out what you’re trying to achieve.

WordPress has dominated the CMS market for years and with a 65% market share (and growing!), it's showing no signs of slowing down.

If you want something more or don't like WordPress for any of these reasons, here are some alternatives you should check out...

4 Best WordPress alternatives & why you should consider them

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 is a headless cms? 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; we even built our own website this way using Prismic as the CMS, speed, performance and content editing has improved immensely compared to our previous website using WordPress.

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

Monolithic CMS architecture has been the standard for years, but companies are now looking for increased security and performance.

A headless CMS is a content management system that organises and manages content without a connected front end, this massively helps improve performance, security and scalability. 

Headless CMS: What is it and should my business use it? 

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. 

Google announced another change by eliminating broad modified match type, a rather significant change.

To get the best results from your Google Ads campaigns, it’s important to have the campaign set up for the product or service you are trying to sell.

How to pick the right bidding strategy for Google Ads

Launching a home service business can be a challenging endeavour, with no reputation and starting in a competitive market G20 needed our help to bring in consistent enquiries. The initial step involved conducting a thorough Conversion Rate Optimisation analysis across all their service pages.

We prioritise optimising the ad destination to align with our guidelines before commencing any marketing campaigns, by doing so, we ensured that potential customers would have an optimal experience when landing on G20's website, increasing the likelihood of converting leads.

G20 was receiving over 30 enquiries per month from the get go. The increased enquiries further contributed to building G20's reputation in the market, establishing a strong foothold in the industry. 

As G20's reputation and social proof continued to grow, the company made a strategic decision to shift their focus from general plumbing work to specialise in stove installations. Embracing this transition, the brand Instaheat was born. Throughout this transition, we continued to support and collaborate with Instaheat, ensuring a seamless rebranding process and a consistent flow of enquiries for their new services.

Sam, is exceptional in the marketing and has literally smashed our Google Ads out of the park!

Over 1,035 enquiries through Google Ads for a local plumbing & heating engineer over a two year period.

G20 Plumbing & Heating | Case Study | Folifi

Over 1,120 enquiries through Google Ads for a local plumbing & heating engineer over a two year period.

V&F set out to curate beautiful and unique home accessories and furnishings that stand out from the bland at affordable prices. They approached us needing an identity, a website to sell and promote their products, and a strategy to drive traffic to the website.

V&F curate beautiful and unique home accessories and furnishings that stand out from the bland at affordable prices.

Hygenic Walls & Ceilings offer hygienic cladding to some of the largest brands within the health, pharmaceutical, food, education and leisure. 

With a proven reputation for providing the highest quality cladding systems to some of the UK's largest brands, they were ready to invest in their website and marketing to increase their target audience visibility and drive new business enquiries.

A fantastic company to work with. They created a new website for us along with a new digital 8 page brochure, they made the whole process completely stress and worry free.

Wall Cladding Website Design Case Study  - This is a website design case study for Hygenic, a hygienic wall cladding supplier based in the UK.

Hygenic - Case Study, Wall Cladding Website Design

Google ad campaigns create a 457% increase in enquiries for a leading supplier in hygienic walls and ceiling linings.

Automotive Group are a leading wheelchair accessible vehicle manufacturer located in the UK. With an underperforming website due to legacy issues, we provided a comprehensive technical audit and streamlined their digital estate that incorporated their existing brand, which the client wished to retain. 

Alongside the build of the new website we created an SEO campaign to improve Automotive's position on Google. The website was built with this SEO campaign in mind from the outset, which has helped it render fantastic results and continues to do so!

Our main focus was the create a website that was easy to use and not cluttered this allowed users to be able to see CTA's clearly which was lacking on the previous website.

The post-launch results have shown huge increase in conversion engagement and large reduction in bounce rate.

Great team that have done a wonderful job with our new website, we're super happy with it and the SEO work they've done works wonders - thoroughly recommend!

This is a website design case study for Automotive Group, the UK's Premier Wheelchair Accessible Vehicle Manufacturer.

160% increase in organic enquiries through strategic SEO for a wheelchair accessible vehicle manufacturer. 

CCS Group is a commercial cleaning company focusing on the catering, medical and construction sectors. We provided marketing support, website development and lead generation to take their growth to the next level.

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. 

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.”

Marketing for a Nationwide Cleaning Company | CCS Group

Instaheat are stove installers based in North Yorkshire. Struggling to get a consistent amount of enquiries, with most coming via word of mouth, they came to us to create a digital campaign to elevate their online visibility.

The first phase involved the development of a new website with the primary objective of enhancing conversion rates. Drawing from our extensive experience collaborating with diverse home service companies, we have gained valuable insights into optimising page structures to achieve peak performance. This entailed enhancing imagery, showcasing social proof, and implementing clearer and more compelling call to actions. Additionally, leveraging effective PPC management, Instaheat is now generating new enquiries every day! 

While organic traffic drives low-cost organic leads, PPC creates an opportunity to drive calls consistently. Instaheat has been able to scale its business through strategic PPC and retargeting.

Tracking and measuring key analytics, split testing, and fine-tuning their paid search and retargeting campaigns have helped us achieve superior results!

I can’t express enough how good these guys are. Sam, is exceptional in the marketing and has literally smashed our google  ads and web marketing out of the park. Highly recommend.

PPC Management for Stove Installer | Instaheat | Folifi

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