Infrared Training Centre (ITC) SERVICES PPC 94% increase in conversions across all markets (YoY) 47% reduction in cost per conversion (YoY) 47% improvement in conversion rate (YoY) 307% growth in impressions (YoY) Infrared Training Centre – the world’s largest and most well-known infrared training centre and part of the global FLIR group – has partnered with Carrington Communications for over three years to drive lead generation and build awareness of their specialist infrared training courses across key markets. With a highly technical, professional audience and a competitive search landscape spanning the UK, Germany, France and Italy, the campaigns needed to reach the right specialists at the right moment and convert that interest into qualified enquiries. As part of our ongoing account management, Carrington conducted a conversion health check to ensure ITC’s tracking was capturing the full picture. We identified a nuance in the tracking configuration that was potentially causing some conversions to go unrecorded in Google Ads. Our core focus was the conversion structure and previously identified issues. Working alongside the ITC and FLIR teams, our Conversion Tracking investigation pointed to a refinement needed in the GTM cookie setup. The client’s development team implemented the update, and after further testing, we confirmed tracking was working correctly end-to-end. We also ensured the account’s conversion setup was structured correctly with all relevant primary and secondary goals identified. Accurate conversion data is the backbone of any well-optimised campaign, and getting that foundation right informed everything that followed. Across all four markets, Carrington maintained a programme of ongoing Search campaign optimisation: monitoring competitor activity, managing budgetary spend, and interrogating performance data to find opportunities to drive more conversions at lower cost. This, combined with our audit and fixes in the tracking, helped conversions nearly double year on year. Not to mention the cost per conversion was cut by almost half and impressions grew by over 300% — all with spend held essentially level. It just goes to show, when the data is clean and the campaigns are well-managed, the numbers follow. Driving leads, building visibility and solving the tracking challenges that hold campaigns back
“Carrington has played a key role in advancing our marketing strategy – helping us optimise campaign performance and develop a stronger analytical foundation so we can make decisions backed by real, actionable data“
Alex Chrusciel
Global Director, Infrared Training Centre
Results
The Brief
Our Approach
