Sustainability / Collections Service
A household collections service heavily dependent on rising PPC costs needed a fundamental shift in acquisition strategy. An organic-first SEO approach delivered 300% traffic growth in one year and saved £200,000 in annual PPC spend.
The Challenge
Anglo Doorstep Collections was heavily reliant on PPC to drive traffic and conversions, but costs were rising and returns were diminishing. Their target audience was becoming harder and more expensive to reach through paid channels.
The business needed a fundamental restructuring of its acquisition model, moving from a dependency on escalating paid costs to a sustainable organic channel that could capture the same high-intent traffic for free.
Our Approach
We mapped the full landscape of collection, recycling, and sustainability queries that Anglo's target audience uses, identifying significant organic opportunity across doorstep collection, furniture recycling, and local service searches.
A content strategy was built to systematically capture high-intent queries across the entire collections funnel, from awareness-stage sustainability content through to conversion-ready service pages.
Technical improvements to site architecture, local SEO, and schema markup ensured Anglo could rank effectively for the location-specific service queries that drive direct conversions.
The Results
Within a year, organic traffic grew by 300% and the business saved £200,000 in annual PPC spend. The shift from paid dependency to organic sustainability is one of the most commercially significant outcomes we deliver.
| Metric | Before Viaduct | After Viaduct | Change |
|---|---|---|---|
| Organic Traffic | Baseline | +300% | 4x growth |
| PPC Spend | £200K/yr | Significantly reduced | £200K saved |
| Primary Channel | PPC-dependent | Organic-first | Shifted |
| Cost per Acquisition | Rising | Falling | Reversed |
| Sustainability | Paid-reliant | Self-sustaining organic | Achieved |
PPC costs were rising and returns were diminishing - we needed a fundamental shift in how we acquired customers. Viaduct Generation delivered exactly that: 300% organic traffic growth in one year and £200,000 saved in annual PPC spend. It’s not just a traffic story, it’s a complete restructuring of our acquisition economics.
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