CASE STUDY
Fully booked for 7 months!
This is a story of how Ochiltree built a predictable growth lever which they can stay in control of.
Client results at a glance
Meet Neil, Director of Ochiltree Joinery Ltd.
Ochiltree, a premium bespoke timber windows and doors company based in the North East, had always relied on word-of-mouth and organic traffic. And it works. The team is booked out four to five months ahead. But as the business grows, Founder Neil Blakeburn still needs one thing: predictability, so Neil can stay in control of what comes next in the growth of his business.
The Challenge
Strong foundations, but no safety net.
Neil wasn’t looking for a flood of enquiries. He wanted a reliable tap of quality leads that could be turned up or down when we needed them, based on capacity and need for work. Neil had a strong pipeline and a strong reputation for craftsmanship. But referrals alone couldn’t guarantee a full diary for the future.
Ochiltree came to WeAreSMC with:
- A healthy pipeline.
- A strong, trusted brand in a niche, high-end market.
- A steady flow of work from referrals and organic search.
The Turning Point
A trusted introduction.
Neil was referred to WeAreSMC by specialist construction and trades web designer George Howarth, who had built Ochiltree’s site, laying strong foundations for marketing to help Neil future-proof the business’s pipeline.
Quickly, it became clear to us that Google Ads was the right growth lever to test. This was a new tactic for Ochiltree. We started from scratch with one clear goal… Deliver the right leads, not just more leads.
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What we tested first
Early campaigns explored a wide set of search terms. This phase was about learning. Fast. What were people looking for? And, who was serious about quality timber windows, and who wasn’t. -
How we found high-intent buyers
As data came in, campaigns narrowed to signals of intent:- More specific keywords like “timber windows” or “bespoke French doors”.
- Searches for premium timber brands such as “Accoya”. This told Steve that someone had already done their research and was ready to buy.
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Removing friction
The team recognised that even small details can make a significant difference and made recommendations:
- Click-to-call buttons for mobile users
- A clear, visible phone number
- An exit prompt reminding visitors how to get in touch
- We started broad, but quickly honed in on the searches that mattered most.
The Outcome
The result - patience pays off
By Neil giving the marketing process time to learn and refine, the transformation over six months was dramatic and paid off for Ochiltree.
This wasn’t an overnight win. The early months took patience. It’s easy to panic if results don’t happen instantly. But we kept explaining the process, and once the campaigns found their stride, the results spoke for themselves.
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CPL reduced by 60%
From £80–90 to £30–35
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£75,000 in project value generated in one month
200% more than the average spend
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The pipeline extended to 6–7 months
They’re now booked into 2026
“What stood out was Steve’s focus on reducing the cost per lead while maintaining strong lead quality and volume. If you’re looking to get started with google ads for your business, I’d highly recommend speaking with Steve.”
– Director at Ochiltree Joinery Ltd, Neil Blakeburn
What this means for you
For Neil, this partnership has given him massive peace of mind. Instead of hoping referrals keep coming, Ochiltree now has a predictable way to control cash flow. It hasn’t just changed the numbers. It’s changed the way he thinks about the future.
“Working with Steve on our google ads has enabled Ochiltree Joinery to book out our diary over six months in advance, helping us to steadily grow the business in 2025.”
– Director at Ochiltree Joinery Ltd, Neil Blakeburn
Want a growth lever you can control?
…it’s time to talk WeAreSMC.
We will build a growth system that works for your business.
Testimonial
What stood out was their focus on reducing the cost per lead while maintaining strong lead quality and volume. If you’re looking to get started with google ads for your business, I’d highly recommend speaking with WeAreSMC."
