A market creation and education campaign for the UK’s first Positive Input Ventilation company. We reimagined their digital marketing approach to both educate consumers about this innovative product category while simultaneously establishing PIV-UK as the market leader, dramatically improving marketing efficiency and reach.
Our optimised digital marketing strategy dramatically improved the efficiency of their advertising while establishing PIV-UK as the authority in their category. The combined approach created sustainable growth through both immediate leads and long-term organic 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 pioneers in their category, PIV-UK faced the significant challenge of introducing an unfamiliar product concept to consumers who had limited understanding of Positive Input Ventilation. They needed to simultaneously create market awareness for the product category while establishing their brand as the market leader, requiring educational content alongside promotional messaging. Their existing ad campaigns were generating inefficient results with high costs per lead, draining marketing budget without delivering adequate returns.
We enhanced their existing website to better communicate product value and benefits, completely reimagined their Google Ads strategy, and implemented a comprehensive multi-level SEO approach.
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 extensive market research to understand customer awareness levels and perceptions of ventilation solutions, identifying key knowledge gaps and misconceptions that needed addressing in PIV-UK’s marketing communications.
Our analysis uncovered distinct customer segments with different motivations—from health-conscious homeowners concerned about air quality to property owners battling condensation issues—allowing for more targeted messaging and channel selection.
We developed a comprehensive education-first approach that prioritised building consumer understanding of Positive Input Ventilation technology before focusing on brand-specific messaging, creating a foundation of category knowledge that positioned PIV-UK as the natural solution provider.
The seasonal marketing calendar we created acknowledged the cyclical nature of condensation and ventilation issues, intensifying marketing efforts during autumn and winter periods when consumer awareness and urgency peaks. We established clear metrics for both educational and commercial goals, measuring not just conversions but also engagement with educational content as a leading indicator of market development.
We restructured the site architecture to create clear, logical pathways that guided visitors from problem recognition through education and solution selection to conversion, recognising the need for a more comprehensive journey in an emerging product category.
Our wireframes implemented a progressive disclosure approach that layered information appropriately for different knowledge levels, allowing new visitors to grasp basic concepts while providing technical depth for those further along in their decision journey.
We developed specialised content modules that addressed different problem scenarios (condensation, mould, air quality, etc.), helping visitors self-identify their specific issues and see the relevance of PIV solutions to their situation. The lead generation wireframes were redesigned to capture critical qualification information while minimising friction, allowing for more personalised follow-up and higher conversion rates.
We created interactive prototypes that simulated complete user journeys from different entry points and scenarios, testing the effectiveness of educational pathways before implementation.
We reimagined PIV-UK’s visual presentation to balance technical credibility with approachable solutions, moving away from overly industrial imagery toward more relatable home environment visuals that helped customers envision the product in their own spaces.
Our design approach emphasised clear visual explanations of complex ventilation concepts, using custom illustrations, infographics, and simplified diagrams that made the technology understandable without technical knowledge.
We developed a content hierarchy that visually prioritised key benefits and problem-solving capabilities, addressing common customer pain points prominently while providing access to more detailed technical information for those requiring it.
The responsive design system was carefully optimised for lead generation across all devices, recognising that many customers researched on mobile but preferred to enquire through more substantial forms on larger screens. We refined the visual treatment of trust signals including installation examples, customer testimonials, and accreditations, giving these elements greater prominence to overcome the natural hesitation associated with emerging technology categories.
We enhanced the existing website platform to better communicate PIV-UK’s value proposition, focusing on performance improvements and user experience refinements rather than a complete rebuild, minimising disruption while maximising impact.
Our development implemented an advanced content management structure that facilitated easy updates to educational materials and product information, allowing PIV-UK to rapidly respond to customer questions and market developments.
We created dynamic content components that personalised information display based on user behaviour and entry points, presenting the most relevant problem-solution pairings based on their journey. The lead capture functionality was redesigned with conditional logic that adapted form fields and follow-up processes based on user inputs, improving both conversion rates and lead quality.
We implemented comprehensive event tracking and conversion analysis, providing granular insight into user pathways and education-to-enquiry progression that informed ongoing optimisation efforts.
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 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.
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 sophisticated keyword strategy targeting both problem-based searches (condensation issues, mould problems, etc.) and solution-aware terms (ventilation systems, PIV systems, etc.), creating complete content journeys for customers at different awareness stages.
Our localised SEO approach targeted major UK regions with specific content addressing regional weather patterns and housing stock characteristics that affect ventilation requirements. We developed an extensive content strategy that established PIV-UK as the authoritative resource for ventilation information, with comprehensive guides, FAQ content, and problem-specific explanations that generated both search visibility and consumer trust.
Technical optimisation focussed on site speed, mobile usability, and structured data implementation, ensuring perfect alignment with Google’s increasingly user-focussed ranking factors. Our link-building strategy targeted relevant home improvement, property management, and health-focussed websites, building authority signals within topically appropriate neighbourhoods.
The comprehensive approach secured over 50 first-page keywords within three months and maintained consistent growth in organic visibility thereafter.
Expanded from 50 to 100+ first-page rankings within 3 months
Dive deeper into our work and see how we’ve helped businesses across industries achieve measurable results through strategic, data-driven solutions.
Contact London Marketing Company with any enquiries – our team is on hand to assist and will respond promptly.
Lorem ipsum dolor sit amet consectetur. Egestas bibendum est ultricies in dictum nibh fusce.
© 2025 Tristan James Enterprises LTD T/A London Marketing Company – 13375416
