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Half of adults want more effort from partners on Valentine’s Day

Helen Greaney
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Half of adults want more effort from partners on Valentine’s Day

Valentine’s Day has been dubbed a waste of money with novelty mugs and cheap underwear amongst the worst presents.

More than half of the 2,015 adults polled, said their partner should make more effort, rather than splurge on presents they don’t even want.

Respondents reported the rubbish gifts they had received included ‘wrong’ perfume, socks, candles and even, a car mat.

But while most said the day of lovers is a waste of time, one in three said they’d be gutted if their better half did nothing to celebrate.

Travel together

The research by Railcard.co.uk, found that one in five said a trip away would be the best romantic gesture with the Lake District top destination in the UK.

Relationship expert and coach, Sarah Louise Ryan, said: “Couples who travel together often end up more fulfilled and happier in their relationship.

“There are many reasons for this; inclusive of the fact it encourages communication and can deepen feelings of commitment as they plan their trips ahead of time, looking towards the future.

“Travel allows more opportunities for romance and time outside of the day-to-day routine, meaning romantic sparks can be reignited.

“Where flowers and chocolates can play a part, this Valentine’s Day I’d encourage all couples to carve out some time to book and experience a romantic getaway, whether for a day trip or a long weekend.”

The study also found 36% had considered a trip together as a way to rekindle a floundering relationship.

BCN Strengthens Microsoft Collaboration with Managed Partner Designation

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BCN Strengthens Microsoft Collaboration with Managed Partner Designation

MANCHESTER, UK, July 30, 2026 – BCN has expanded its strategic relationship with Microsoft after securing Microsoft Managed Partner status. The recognition acknowledges the company’s growing expertise in delivering cloud, data, security and AI solutions, while reinforcing its role in helping UK organisations accelerate digital transformation through Microsoft’s technology ecosystem.

The designation gives BCN greater opportunities to collaborate with Microsoft teams on customer engagements, ensuring closer alignment on business objectives and increasing co-sell opportunities. It also reflects the company’s sustained investment in Microsoft capabilities, technical certifications and successful customer outcomes across the UK mid-market.

Rob Davies, CEO at BCN, said: “Achieving Microsoft Managed Partner status reflects the capability, commitment, and customer outcomes our team has delivered over many years. More importantly, it strengthens our ability to help organisations navigate one of the most significant technology shifts of our generation.

“Our ambition is simple: to help customers realise tangible business value from AI, data, cloud and security technologies through practical, secure and measurable transformation. This closer alignment with Microsoft enables us to bring even greater expertise, innovation and support to organisations looking to accelerate their digital and AI ambitions.”

Liz Leigh-Bowler, Director Partner Development at Microsoft UK, said: “As organisations increasingly look to harness the power of AI, partners like BCN play a critical role in helping customers innovate with confidence. We’re thrilled to welcome BCN as a Microsoft Managed Partner and look forward to accelerating our shared growth and customer success.”

Demand for AI, automation and intelligent business technologies continues to grow as organisations look for new ways to improve productivity and competitiveness. Through its enhanced partnership with Microsoft, BCN is well positioned to help customers translate AI strategies into practical solutions that deliver measurable business benefits.

As a Microsoft-first technology partner, BCN continues to support organisations in building secure, scalable foundations for AI adoption. Its expertise covers Microsoft Azure, Microsoft Fabric, Microsoft Copilot, Security, Data & AI and Managed Services, enabling customers to progress confidently through every stage of their digital transformation.

BCN has also embraced Microsoft’s AI technologies within its own business operations before introducing them to customers. By applying these tools internally, the company has developed valuable implementation experience, allowing it to offer customers practical guidance based on proven real-world use cases.

The company’s Microsoft credentials reinforce its technical expertise. BCN holds every core Microsoft Solutions Partner designation, has achieved multiple advanced specialisations and was one of the first organisations worldwide to earn Microsoft’s Support Services designation. Together, these achievements demonstrate the depth of BCN’s Microsoft capabilities and its commitment to helping customers generate long-term value from technology investments.

Award celebrates Winchester firm’s commitment to outstanding service

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Award celebrates Winchester firm’s commitment to outstanding service

WINCHESTER, UK, July 21, 2026 – Local cleaning specialist Squeaky Clean Homes has been recognised at the Winchester Business Excellence Awards after earning praise for the high standard of service it provides to customers.

The Winchester-based business collected the Service Excellence Award at the 2026 Winchester Business Excellence Awards.

Founded in 2012 by former NHS nurse Rebecca Hopkins, Squeaky Clean Homes provides cleaning services for domestic properties, commercial businesses, property agents, public sector organisations, and private and commercial holiday accommodation.

Rebecca said: “We are over the moon to have won the Service Excellence Award, which recognises exceptional customer care.

“Thank you to our wonderful team, and to all the people who took time to make a nomination.”

Before launching the company, Rebecca spent 18 years working in the NHS, rising to the position of senior matron. She started the business after completing a Masters Degree in Management and Leadership, hoping for a career that better suited family life.

She said: “I had just completed a Masters Degree in Management and Leadership and felt that I could use my skills in a new way to start a business which would offer me more flexibility around my growing family.”

The company also places a strong emphasis on reducing its environmental impact.

Rebecca said: “We take our environmental impact very seriously and for this reason we provide a professional range of cleaning products, including a plant based range on request.”

Squeaky Clean Homes operates throughout Winchester and nearby communities.

This year’s awards were presented at Winchester Cathedral on June 18, celebrating the success of businesses and entrepreneurs across the Winchester district.

For more information about the company’s services, visit the Squeaky Clean Homes website.

Caroola Secures 34th Place in The Sunday Times Top 100 Apprenticeship Employers for 2026

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Caroola Secures 34th Place in The Sunday Times Top 100 Apprenticeship Employers for 2026

WARRINGTON, UK, July 30, 2026 – Caroola Accountancy has strengthened its position as one of the UK’s leading apprenticeship employers after moving up to 34th place in The Sunday Times Top 100 Apprenticeship Employers 2026. The latest result marks the company’s sixth straight appearance in the national rankings, recognising its continued investment in apprenticeship opportunities, programme diversity and learner success.

The rankings, produced by High Fliers Research, place Caroola ahead of several much larger organisations, including the Bank of England, the NHS, Lloyds Banking Group, Capita and NatWest. Among accountancy firms, it also ranked above Wescotts, Menzies, Monahans, Azets and PKF Francis Clark.

Caroola’s rise has been steady over recent years. After entering the Top 100 in 2021, the business climbed to 50th place in 2023, improved to 40th in 2025 and has now reached 34th.

A key driver behind this progress has been the work of Accountancy Academy Manager Katie Wild, who established Caroola’s in-house Academy following its launch in Warrington in September 2023. Since then, more than 30 apprentices studying AAT, ATT and ACCA qualifications have progressed through five intakes. The Academy has achieved an average first-time exam pass rate of more than 80%, exceeding the Department for Education’s reported national apprenticeship achievement rate of 65.4% for 2024/25 by over 15 percentage points.

Wild and her team have also created a structured development route that allows apprentices to advance within the company. Members of the first intake have already qualified as accountants at Caroola, reaching milestones that often take considerably longer elsewhere. Recruitment for a sixth intake is now underway, with the next cohort expected to begin in late summer 2026.

The latest recognition follows several significant milestones under Managing Director Paul Goodwin. Earlier this year, Caroola became the first UK accountancy practice to introduce opening hours until 7pm. The business also maintains an Excellent 4.8 Trustpilot rating from more than 6,400 verified reviews and recently launched a digital onboarding process that more than doubled online conversion rates. Goodwin says investing in people has been fundamental to the company’s wider growth.

Employing more than 300 people, Caroola supports clients across accountancy, payroll and employment services through brands including SJD Accountancy, Nixon Williams, First Freelance, ClearSky Accounting, Parasol and baa accounting.

Reflecting on the achievement, Wild said the ranking is the outcome of a long-term commitment rather than one individual project.

“When we launched the Academy in 2023, our ambition was to create genuine career opportunities that would take apprentices all the way to becoming qualified accountants within Caroola. Seeing our first cohort achieve that shows the programme is delivering exactly what we intended.”

She said the Academy’s combination of professional qualifications, practical workplace experience and monthly development sessions has contributed to an average first-time pass rate of 80%.

“The national average is 65%. We are achieving 80%. That success comes from the dedication of our Team Leaders Katie Rodgers and Simon Millington, together with the wider business that supports every learner.”

Commenting on Caroola’s position above organisations including the Bank of England and NHS, Wild added:

“Those organisations operate on a completely different scale, but this recognition shows the quality of our apprenticeship programme stands alongside the very best. Everyone involved should be incredibly proud.”

London’s Traffic Chaos Is Pushing Fleets Toward Vehicle Tracking

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London’s Traffic Chaos Is Pushing Fleets Toward Vehicle Tracking

London’s fleets are getting smarter. Across the capital, firms running delivery vans, construction trucks, and service vehicles are turning to vehicle tracking technology to cut costs, dodge traffic, and keep customers in the loop. Congestion’s only getting worse. Costs keep climbing. And the rules around where and how vehicles can move keep shifting too.

So, it’s no surprise that more operators are reaching for tools that give them real visibility into what’s happening on the road.

Here’s the thing: this isn’t a niche trend anymore. Industry analysts say demand for fleet management tools has climbed steadily over the past year — logistics firms, construction companies, field service businesses, delivery operators, all jumping in. Real-time location data. Smarter routing. Better productivity numbers. That’s the appeal.

London doesn’t make it easy on fleet managers, though. Traffic chokes major routes most days of the week. Low-emission zones keep expanding. Regulations shift, sometimes with little warning. Vehicle tracking gives operators a way to spot delays early, steer around the worst congestion, and trim fuel costs before they spiral.

It used to be different. Vehicle tracking was, for years, mostly a security play — install a unit, recover a stolen van, move on. Not anymore. Modern systems pull driver behaviour reports, vehicle utilisation stats, journey times, maintenance schedules — a full operational picture, not just a theft deterrent.

Take Radius telematics solutions, for example: one of several platforms fuelling this shift toward digital fleet management. Companies are folding that fleet data into their wider business systems now, which means managers get a clearer read on where things are working — and where they’re not.

What’s really changed the game, though, is who’s buying in. Fleet tracking software used to be a big-company tool, priced out of reach for smaller operators. Not anymore. Costs have come down. Setup’s gotten simpler. Now a business running three or four vehicles can access the same visibility a 200-vehicle logistics company gets.

Customer service is a huge part of this too. Accurate arrival windows. Faster updates when something goes wrong. For courier firms, home maintenance businesses, anyone managing a mobile workforce — that kind of reliability is a genuine edge over competitors still working off guesswork.

There’s an environmental angle as well. Businesses face real pressure to cut emissions and prove they’re doing it. Vehicle tracking helps here too — flagging wasted mileage, cutting down on idling, tightening up routes that used to burn fuel for no good reason.

Insurers have noticed. Some now offer better rates to fleets that can show safer driving habits through telematics data, which has pushed even more operators toward tracking as part of a broader risk strategy — not just an efficiency play.

What’s coming next? More AI, mostly. Predictive maintenance alerts that flag a failing part before it strands a van on the North Circular. Deeper analytics. Cloud-based platforms that make rollout far less painful than it used to be.

Among the providers active in this space is radius.com, offering telematics and fleet management tools aimed at giving operators tighter control over day-to-day vehicle operations.

The pressures facing London’s businesses — rising costs, tightening regulation, customers who expect instant updates — aren’t going away anytime soon. Vehicle tracking has become one of the more practical responses to all of it. Not a fix for everything. But for fleet operators trying to stay efficient and competitive, it’s increasingly hard to ignore.

Jewson supports young dancer’s World Cup Final dream

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Jewson supports young dancer’s World Cup Final dream

Builders’ merchant Jewson has supported the dreams of a young dancer who travelled to Dublin to take part in the prestigious Dance World Cup finals – and be part of the winning England team.

Iona Geoghegan, a 12-year-old student at American Dance School (ADS) in Wantage, Oxfordshire, was one of sixteen dancers, aged eight to 18, selected to represent England at the international event. The team earned its place after ADS secured top rankings in national competitions.

With more than 62,000 entries from dancers around the world, qualification was a significant achievement, requiring competitors to achieve some of the highest marks in their country.

The Dance World Cup Finals took place in Dublin from 8-18 July and saw 11,500 talented young performers from more than 60 countries compete on the international stage.

Through its sponsorship, Jewson helped Iona with the costs of travelling to Ireland and her accommodation during the competition, enabling her to take advantage of the incredible opportunity.

England came in first place with more than 400 medals, making them World Champions.

James Smith, Regional Director for Jewson, said: “We were delighted to support Iona as she represented England at the Dance World Cup.

“Her dedication, talent and hard work earned her a place among some of the world’s best young dancers, and it was incredible to see her do what she loves most Dublin.”

ADS offers dance classes for children aged three to 18 and currently serves more than 150 students from surrounding towns.

ENDS

About STARK UK –

STARK Group is a leading business-to-business merchant and distributor of heavy building materials for the construction industry in Europe, with a strategic focus on serving professional builders from its more than 1,050 branches. STARK Group has net sales of EUR 7.76 billion, serves a portfolio of 450,000 customers and collaborates with approx. 15,000 suppliers. Headquartered in Denmark, STARK Group employs more than 18,500 employees in Germany, Austria, the UK, Denmark, Sweden, Finland and Norway. The Group holds leading national or regional position in all markets.

STARK Group holds SBTi-approved and validated net zero climate targets for 2050, aligned with the 1.5°C pathway of the Paris Agreement. The company is a proud signatory of the UN Global Compact and ranks among the top 1% of companies worldwide, earning EcoVadis’ Platinum rating for sustainability performance.

https://STARKbuild.co.uk

Travel Uncertainty Drives More Brits to Choose Staycations, Hotukdeals Research Reveals

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Travel Uncertainty Drives More Brits to Choose Staycations, Hotukdeals Research Reveals

LONDON, UK, July 29, 2026 – Growing concerns about international travel disruption, combined with continued pressure on household finances, are prompting many Britons to rethink their summer holiday plans. New research from Hotukdeals, the UK’s largest deal-sharing community, found that 16% of people now intend to holiday in the UK or take day trips instead of travelling overseas, while a further 20% have decided not to take a holiday at all this summer.

The survey also found that just 27% of respondents said current events have had no effect on their travel plans. Meanwhile, 18% said they would still travel abroad if they found an exceptional deal, while 15% plan to go overseas but reduce spending elsewhere to make the trip affordable.

Commenting on the findings, Hotukdeals deals expert Ben Smye said: “The cost of living crisis is already stretching household budgets to breaking point. Add in the threat of fuel shortages and flight cancellations, and it’s a risk a lot of holidaymakers just aren’t willing to take this year.”

The research reflects trends being reported across the UK holiday sector. Parkdean Resorts has experienced an increase in staycation bookings, attributing the growth in part to concerns about overseas travel, as well as a renewed interest in traditional British seaside holidays.

A spokesperson for Parkdean Resorts said: “We’re seeing more Brits searching for destinations that offer those classic seaside experiences, combining familiar childhood comforts with the convenience of staying closer to home.”

Allens Caravans has also reported higher booking levels this summer, with more holidaymakers choosing beaches, countryside breaks and UK destinations instead of flying abroad. James Allen, CEO of Allens Caravans, said: “More people are rediscovering just how much the UK has to offer when it comes to holidays. We know families are looking for flexibility, value for money and memorable experiences.”

Search data also points to growing interest in domestic breaks. According to Google Trends, UK searches for “staycations” have increased by 500% over the past three months compared with the same period in 2025. Interest in terms such as “cheap staycations” and “seaside breaks” has also risen significantly.

Ben Smye added: “Hotukdeals search data shows that interest has shifted noticeably towards UK holidays in 2026. Between April and June last year, almost 25% of travel-related searches on the platform were for UK trips or staycations. During the same period this year, that figure climbed to more than 35%.”

He continued: “Holidaymakers should keep an eye on the travel deals shared on Hotukdeals. Our community of three million members posts the latest offers every day, covering everything from overseas holidays to UK staycations. It’s a great place to find inspiration and save money on a last-minute getaway.”

Five maintenance jobs landlords should tackle before stricter housing standards take hold

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Five maintenance jobs landlords should tackle before stricter housing standards take hold

As property regulations become more demanding during the second half of 2026, landlords are being encouraged to focus on five essential areas of maintenance that can help prevent costly repairs, minimise disruption for tenants and demonstrate that homes are being properly managed.

George Edwards, Managing Director of property care specialist Timberwise believes landlords should use the coming months to assess the condition of their properties rather than waiting until problems become obvious. He says taking a preventative approach now can reduce repair bills and avoid recurring defects.

The advice follows reports that landlords in England could face civil penalties of up to £7,000 if serious housing hazards remain unresolved, with damp, mould and electrical safety receiving increased scrutiny.

Edwards has identified five key maintenance priorities for landlords over the months ahead.

1. Find the source of the problem

“Visible damp or mould is rarely the root cause,” said Edwards. “Discoloured walls or musty odours often point to hidden leaks, poor airflow, defective pointing or structural timber decay. Simply cleaning the surface or repainting it without addressing the underlying issue is likely to result in the same problem returning.”

2. Carry out regular property inspections

Edwards recommends routine inspections of roofs, gutters, walls, windows, suspended floors and internal finishes instead of relying on tenants to report issues. Spotting defects early often keeps repairs straightforward, while delays can lead to damage affecting plaster, timber, masonry and indoor air quality.

3. Use contractors with suitable expertise

According to Edwards, selecting the right contractor is just as important as identifying the defect. Different property types require different approaches, so surveys and repair recommendations should reflect the building’s construction. Choosing experienced specialists can help avoid unnecessary work and reduce delays.

4. Address summer wear before wetter weather arrives

Although damp is often associated with winter, Edwards says summer conditions can create problems that become more serious later in the year. Dry ground, ageing sealants and roof deterioration can all contribute to water ingress. He advises landlords to check for cracked render, damaged sealants, blocked ventilation, sticking windows and moisture around external walls.

5. Record every inspection and repair

Edwards says thorough documentation is becoming increasingly important as enforcement increases. Keeping records of inspections, findings and completed repairs helps demonstrate that a property has been actively managed if questions arise from local authorities.

He added that landlords who deal with maintenance before defects become severe generally face fewer expensive repairs than those who wait until problems are impossible to ignore. The second half of 2026 offers an ideal opportunity to review previous repairs and ensure they resolved the underlying issue rather than simply improving appearances.

Miles & More Expands Everyday Rewards with New Pointspay Checkout Integration in Switzerland

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Miles & More Expands Everyday Rewards with New Pointspay Checkout Integration in Switzerland

ZURICH, SWITZERLAND, July 28, 2026 – Miles & More, the Lufthansa Group’s loyalty programme, has partnered with Pointspay to introduce a new way for members in Switzerland to use their miles while shopping online. Through Pointspay’s M&Pay payment solution, members will be able to earn and redeem miles instantly during checkout, making loyalty rewards a seamless part of everyday purchases rather than something reserved solely for travel.

M&Pay enables Miles & More members to collect and redeem miles in real time with participating retailers during the payment process. Members can choose to pay entirely with miles or combine miles with cash in a single transaction, offering greater flexibility at checkout. By bringing loyalty rewards directly into the purchasing journey, the partnership enhances the value of the programme for members while helping merchants engage with an audience that is both travel-focused and highly engaged.

The collaboration combines the reach of the Miles & More programme in Switzerland with Pointspay’s expertise in integrating loyalty rewards into online payment experiences. Members benefit from a smooth and rewarding checkout process, while merchants gain access to a customer base motivated by loyalty incentives and repeat engagement.

Katrin Jüttner, Head of Partner Sales & Ambient at Miles & More, said: “Our members are among the most engaged loyalty participants in Europe, and they deserve a programme that delivers value beyond the flight. With Pointspay, miles are brought directly to checkout, enabling instant earning and redemption during everyday shopping.”

Dominic Hofer, CEO of Pointspay, added: “Miles & More is one of the world’s best-known loyalty programmes, and we are delighted to support the next stage of its development. Integrating M&Pay into merchant checkouts makes miles more useful in everyday life, creating meaningful value for members, merchant partners and the programme itself.”

Key benefits of the partnership

Earn and redeem miles at checkout
Miles & More members can collect miles on eligible purchases and redeem them instantly at participating merchants. They can choose to pay entirely with miles or use a combination of miles and cash, all within the merchant’s existing checkout experience through M&Pay.

Making rewards part of everyday shopping
The partnership extends the value of the Miles & More programme beyond air travel, allowing members to earn and spend miles across an expanding range of retail, fashion, lifestyle and travel brands.

Helping merchants reach valuable customers
Retailers gain access to a highly engaged, loyalty-driven customer audience while benefiting from joint marketing opportunities with Miles & More that help connect their brand with members at the point of purchase.

Creating stronger customer loyalty
By offering flexible payment options through M&Pay, merchants can improve the checkout experience, encourage higher conversion rates, increase average basket values and build stronger long-term relationships with customers through repeat engagement.

Teesside Electrical Engineering Consultancy named one of The Sunday Times Best Places to Work 2026 

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Teesside Electrical Engineering Consultancy named one of The Sunday Times Best Places to Work 2026 

STOCKTON-ON-TEES, UK. July 24th, 2026 – Engineering Power Solutions (EPS), a Stockton-on-Tees headquartered electrical engineering consultancy, has been named one of The Sunday Times Best Places to Work 2026 (powered by WorkL), in the Best Small Places to Work category.

The recognition is based on independent employee feedback, with EPS recording an overall engagement score of 93%, significantly above the Energy and Utilities sector average. 96% of employees surveyed said they are proud to work for the company.

The award caps a period of rapid growth for the consultancy, which was founded and led by a husband-and-wife duo with Teesside roots and who still live locally. Since employing its first member of staff in 2020, EPS has grown to a team of 37, recently moving into its own newly renovated premises, EPS House, at Preston Farm Industrial Estate in preparation for further planned growth.

The firm delivers power system studies, high-voltage (HV) design, power earthing sitetesting, and grid code compliance for clients across transmission & distribution, renewables, battery energy storage, data centres, and manufacturing sectors. Many of its engineers have came through Teesside University and have progressed into senior and specialist roles as the company invests heavily in training and professional development, creating high-quality engineering careers and building a long term home for technical talent in Stockton-on-Tees.

Adrian Hall, Managing Director at EPS, said: “Being named one of The Sunday Times Best Places to Work is a proud moment for everyone at EPS. As a growing electrical engineering consultancy, our strength lies in the skill, commitment and professionalism of our people.

“We have worked hard to build a culture where people feel trusted, supported and able to do their best work. This recognition is a credit to the whole team and reflects the workplace we have built together.”

Lord Mark Price, Founder of WorkL, comments: “I’m absolutely delighted for this year’s winners of The Sunday Times Best Places to Work, powered by WorkL. Many brilliant companies entered the Awards in the hopes of being recognised, so it’s a real achievement to have made the list. WorkL are proud to power these Awards and support organisations in retaining and recruiting the very best employees.”

Entries for the 2027 The Sunday Times Best Places to Work are now open at https://workl.com/business/workplace-awards/sunday-times-uk/.

How to unify your PPC strategy with your landing pages

Helen Greaney
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How to unify your PPC strategy with your landing pages

Running a PPC campaign is only half the job. If the landing page you direct your audiences towards doesn’t match the promise you make in your ads, that’s a recipe for a high bounce rate and traffic leaving as fast as it arrives. 

Unifying your PPC campaigns and your landing page strategy is the difference between a campaign that burns through your marketing budget and one that actually converts.

The main ways businesses break the landing page-PPC connection

Before we dive into what a good strategy looks like, let’s take a look at some of the most common mistakes people make with their campaigns (you might even be guilty of a few of these).

  • * Sending all your traffic to a homepage instead of a dedicated landing page
  • * Ad copy making promises the landing page doesn’t deliver
  • * Complicated forms creating friction at the point of conversion
  • * No single, clear call to action (on the ad copy or the landing page)
  • * Uploading a landing page and never testing or updating it
  • * Not segmenting pages by campaign, keyword group or audience
  • * Skipping the trust signals, e.g., reviews, case studies or guarantees

Any of these sound familiar? If so, there’s a good chance you’re wasting a lot of ad spend on a bad landing page-PPC strategy. Here’s how to fix that.

Why PPC and landing pages need to work as one

Annoyingly, in a lot of businesses, these two tasks are handled by two different people or are treated as entirely separate. Never forget, for the user, moving from an ad to a landing page takes one click. If the people or strategies behind these two things aren’t aligned, something looks off to the user, trust drops, and they bounce. Misalignment will ruin your conversion rate.

On the platform side of things, low trust and high bounce rate will signal that your content is low-quality, which will push up your cost-per-click. Treating PPC and landing pages as one, connected thing will protect your budget and improve your results.

However, staying aligned across a business is sometimes easier said than done, especially if you’re going through busy times or your team is at capacity. In these situations, working with a specialist in pay-per-click advertising in London can help.

Hitting the same message across ad copy and page copy

If your ad says “20% off your first order”, your landing page better say the same thing. Matching your message means that the headline, offer, and tone a person sees in the ad are accurately reflected in the landing page copy. Repetition and reinforcement are what keep audiences locked in from the first click, right the way through to conversion. Continuity reassures the viewer that they’ve landed in the right place and that they’ll get what they came for.

Mapping campaigns to dedicated landing pages

A common, and costly, habit is sending PPC audiences to a general homepage. This is bad practice because homepages are built to serve many different users with a wide array of intents. PPC audiences have one specific goal in mind, so the page you send them to needs to address that goal. PPC audiences are primed and ready to take action, while home pages are bad at converting. See the problem? Building a dedicated landing page for each campaign, or even each ad group, keeps your messaging tightly focused and makes it easier to track which campaigns are actually performing.

Using keywords and search intent to shape page content

The keywords you bid on tell you what your audience is searching for: informational, navigational, commercial or transactional. Your landing page needs to reflect that intent directly. Just think, someone searching in highly transactional terms is ready to make a purchase, not looking for an introduction to a product. Misaligning on intent and content is a sure-fire way to let customers who are ready to convert slip through your fingers. Auditing your top-performing keywords against the page they go to is a simple and effective way to keep your alignment on point.

Testing and iterating

Once the fundamentals are in place, testing is what pushes your ad performance further. Here are some things worth prioritising:

  • * Headline variations
  • * CTA wording and placement
  • * Form length
  • * Trust signals
  • * Hero images and videos vs a static layout

Consistent testing compounds over time into a better conversion rate.

How a joined-up PPC and CRO strategy can improve ROI

Businesses that get the most out of PPC recognise that when ad copy, targeting, and landing page experience work together, cost per acquisition decreases and ad results become more reliable over time.

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