PIV UK is the UK’s leading provider of Positive Input Ventilation systems. We developed a comprehensive digital marketing campaign to educate consumers about this advanced ventilation technology while positioning PIV UK as the industry’s top authority. This integrated approach delivered significant improvements in marketing performance and audience growth.
Our refined digital marketing strategy substantially improved campaign performance and established PIV UK’s position as the category leader. This comprehensive approach combined rapid lead generation with strong, sustained search engine visibility.
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 a category pioneer, PIV UK faced the significant challenge of introducing an unfamiliar product to consumers with limited knowledge of Positive Input Ventilation technology. The company needed two concurrent objectives: building awareness of the product category itself while establishing PIV UK as the market leader. This required balancing educational content with marketing communications. Additionally, their existing paid advertising was underperforming, with prohibitively high cost per lead that wasted budget without delivering satisfactory results.
We upgraded their website to better communicate product benefits, completely redesigned their Google Ads campaigns, and implemented a comprehensive three-tier SEO programme.
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 detailed market research to assess consumer awareness and attitudes towards ventilation products, identifying key information gaps and misconceptions requiring correction in PIV UK’s messaging.
Our research revealed multiple customer groups motivated by different factors—from health-conscious buyers prioritising air quality to homeowners struggling with damp and condensation—enabling more targeted messaging and media selection.
We developed an education-focused approach emphasising the importance of helping customers understand Positive Input Ventilation technology before pushing sales messages. This established foundational product knowledge that naturally positioned PIV UK as the preferred choice.
We created a tailored annual marketing schedule recognising seasonal patterns in damp and air quality issues, increasing promotional activity during autumn and winter when buyer interest peaks. We established clear success metrics covering both educational engagement and sales conversion, measuring not only enquiries but also interaction with educational content as an indicator of market growth.
We reorganised the website structure to create clear, logical pathways guiding visitors from recognising their problem, learning about solutions, comparing options, and finally converting to enquiries. This longer customer journey was essential for a new product category.
Our site structure used layered information presentation suited to different knowledge levels, allowing first-time visitors to understand basic concepts while offering detailed information for advanced buyers.
We created custom sections addressing specific problems (damp issues, mould concerns, ventilation problems, etc.), helping customers identify their challenges and understand how PIV systems provide solutions. Lead capture pages were redesigned to collect qualification information while removing barriers to action, enabling more targeted follow-up and higher conversion rates.
We built prototypes testing visitor experiences from different sources and user scenarios, validating educational content sequences before launch.
We refreshed PIV UK’s visual style to balance technical credibility with accessible solutions, moving from harsh technical aesthetics to warm residential settings enabling customers to visualise the system in their homes.
Our design approach emphasised clear visual explanation of sophisticated ventilation engineering, using custom illustrations, visual statistics, and simple diagrams simplifying complexity without requiring specialist terminology.
We created a visual hierarchy emphasising key features and problem-solving, highlighting common customer concerns prominently while making detailed technical information available for those needing comprehensive data.
The responsive design was optimised for lead generation across devices, recognising that customers typically research on mobile phones but prefer submitting detailed enquiries on desktop computers. We strengthened trust signals including case studies, customer testimonials, and certifications, placing these elements prominently to overcome typical concerns about innovative technology sectors.
We enhanced the existing website framework to communicate PIV UK’s competitive advantages more effectively, focusing on speed improvements and user experience rather than a complete overhaul, minimising disruption while maximising results.
Our technical approach created a sophisticated content management system enabling rapid updates to information and product details, allowing PIV UK to quickly respond to customer questions and market changes.
We built intelligent content modules that customised visible information based on user behaviour and traffic source, highlighting the most relevant problem-solution combinations reflecting their visit experience. Lead capture systems were rebuilt with conditional pathways customising form fields and follow-up based on customer responses, improving conversion performance and lead quality.
We implemented comprehensive visitor tracking and conversion monitoring, providing detailed understanding of customer interactions and educational-to-enquiry journeys guiding continuous improvement.
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 conducted a thorough review of PIV UK’s existing Google Ads setup, identifying critical issues in campaign structure, keyword selection, and budget allocation responsible for their high customer acquisition costs.
Our restructured campaign framework used a problem-solution approach connecting ad groups with specific customer problems and search behaviours, significantly improving relevance and click-through rates.
We developed advanced keyword exclusion strategies eliminating irrelevant searches and research-only queries, directing budget towards genuinely interested homeowners. We systematically tested ad messaging, exploring different feature emphasis, educational angles, and call-to-action wording, progressively improving performance.
We improved conversion tracking to provide reliable attribution analysis across the complete customer journey, from initial awareness through consideration to enquiry or booking. This comprehensive approach reduced customer acquisition costs from over £100 to under £10 within the first month, representing 90% improvement in advertising efficiency while maintaining lead quality and volume.
Reduced cost per lead from £100+ to under £10 in the first month
Qualified enquiries generated at profitable rates within month one
We implemented a targeted SEO strategy addressing both problem-focused searches (e.g., condensation, mould) and solution-aware queries (e.g., ventilation systems, PIV systems), creating complete content journeys for users at every stage of awareness.
Our localised approach covered key UK regions, tailoring content to regional weather patterns and housing characteristics that influence ventilation needs. We developed extensive guides, FAQs, and problem-specific resources that established PIV-UK as an authoritative source while boosting both search visibility and consumer trust.
Technical optimisation improved site speed, mobile usability, and structured data implementation, aligning with Google’s user-focused ranking signals. Strategic link-building targeted home improvement, property management, and health-related websites to strengthen topical authority.
Within three months, the campaign secured over 50 first-page keywords and continued to deliver sustained growth in organic visibility.
Expanded from 50 to 100+ first-page rankings within 3 months
Contact Bristol Marketing Company with any enquiries – our team is on hand to assist and will respond promptly.
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