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Smash Case Studies

Made by the Forge

The Customer

Founded in 2006, Made by the Forge is a small, family run business specialising in world class handcrafted solid iron and metal curtain poles, accessories, and homeware. They supply to a growing clientele, including top interior designers and some very important individuals across the globe.


The Problem

Made by the Forge had been running Google Ads for a long time prior to working with us. These ads were proving costly and weren’t performing as well as they could have done. Their cost per click was extremely high, and despite reaching a lot of people and receiving a lot of clicks – conversions were comparatively low with an extortionate cost per conversion that averaged over £99 in 2019.
Reduced cost per purchase from £99 to


Return on Ad spend currently over


Increased sales from 4.8% per month to 30.5%


In September 2020
Increased users to website by


The Solution

Working alongside Made by the Forge, we carried out keyword research for their ads to ensure that they were being optimized to display to the right people. We then reviewed their landing pages to make sure that they were optimized correctly and the user experience was fluent.

Once this was carried out, we built the ads and monitored them daily to make small alterations where needed. This included reviewing search terms and marking any irrelevant terms as negative keywords. We also monitored the recommendations section to make sure we were following Google’s recommendations. The recommendations helped us identify clashing negative keywords and where we needed to change keywords from broad to exact or phrase match.

The Result

As a result of working with Smash Marketing, Made by the Forge’s Ads are experiencing excellent results, this includes:

Significant increases in the amount of conversions received.

In 2019, Made by the Forge averaged 4.8 conversions per month across their ads. In September 2020 alone, they received over 30 conversions from their ads. Paid search is now responsible for over 29% of their conversions.

Significant reductions in the cost per conversion.

In addition, their previous cost per conversion sat at over £99. As a result of working with us, this cost has almost quartered; reducing to (as it stands) under £20 per conversion made.

A huge return on ad spend.

Most excitingly, Made by the Forge have experienced huge returns on ad spend – totalling over £8,400 in revenue from £585 ad spend in September alone, which equates to a return of over 1400%.

Best of Suffolk

The Customer

Best of Suffolk began in 2006 with 6 holiday cottages, which has since grown to over 400 self-catering cottages in Suffolk and Norfolk.

The Problem

Best of Suffolk wanted to improve their search rankings, rise above their competitors in search results and be the first found holiday cottage company in Suffolk. They had been working with another digital agency but were not seeing the results they hoped for and wanted to restore confidence in working with an external agency. The previous agency had been working mainly on technical issues with the site and had not prioritised SEO work.
No 1 Ranking for 6 of the 8 main keywords


Increased users to website by


Decreased website bounce rate by


Increased goal completions (bookings - enquiries) by


Increased share of web traffic from 29.06% to 44.9%


89 keywords in the top 3 positions of Google, and 128 on page 1 of Google (top 10 results)

89 Top 3

The Solution

We began with a full SEO audit and developed a strategy that included several ‘white hat’ SEO activities including keyword research, link building and directories, copy writing and website auditing. We worked in partnership with a web developer who were responsible for technical work on the site and updating/upgrading as necessary.

Best of Suffolk already had 8 key phrases that were a priority to rank for; we allocated these to relevant pages and carried out further keyword research to ascertain semantic and related words and also key phrases for other pages that were not yet ranking well.

The site was also lacking in content, with many of the key pages only having a few sentences. We wrote long-form quality copy, initially for the priority pages and later for other pages that were related to keywords with high search traffic.

Other SEO work carried out included link building and regular backlink audits, not only to gain links to the Best of Suffolk site, but also link out to other trusted, relevant sites. Regular backlink audits ensured that toxic backlinks were disavowed from the Best of Suffolk site, in order to prevent them affecting search rankings.

The Result

Best of Suffolk’s share of UK web traffic against its main competitors has increased from 29% to 44%, and 6 of their 8 main keywords are in No 1 position.

In addition, 89 of Best of Suffolk’s keywords are within the top 3 positions of Google searches, and 128 keywords are on page 1 of Google search results.

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