Worked example, not a client
A Wilmslow landscaper's account split along the Cheshire line: Manchester and Cheshire side by side
A landscaping firm based in Wilmslow had run one campaign across Greater Manchester and north Cheshire for two years and could not say which side paid. This page shows the quarter after the split, the two campaigns side by side, with the figures chosen to be realistic for a six-person landscaping business and the enquiry values the owner supplied from his own quotes. The firm is a composite.
Written by Daniel Stoychev. The firm and its figures are illustrative; the method is the one in the Cheshire line guide linked below.
Worked example. The landscaper and every figure are invented to show the split in the form a report carries it. The reason the dearer campaign wins, enquiry value against cost per enquiry, is the real test.
Side by side
The quarter after the split, illustrative figures
| Line in the report | Manchester campaign | Cheshire campaign | Note |
|---|---|---|---|
| Budget | £900 a month | £900 a month | Equal to start; the first quarter decides the split |
| Clicks and cost per click | 1,450 at £1.85 | 610 at £4.10 | Fewer, dearer clicks south of the airport |
| Enquiries | 48 | 31 | A form with a postcode, or a call over a minute |
| Cost per enquiry | £56 | £80 | Read alone, Manchester wins |
| Average quote value, from the owner | £3,100 | £9,400 | Patios and fencing against full garden builds |
| Quotes won | 11 | 9 | From the owner's own log |
| Won work per pound of ad spend | £12.60 | £31.30 | The line the budget follows |
| Next quarter's budget | £700 | £1,100 | Moved south, on the last line, not the fourth |
What was changed to make the split work
Five settings
- Cheshire targeted by town, Wilmslow, Alderley Edge, Knutsford, Prestbury, Hale, with the presence setting; Manchester by borough.
- Ad groups by town on the Cheshire side, with the town in the headline and a page per town carrying the gardens built there.
- A bid ceiling on the Cheshire campaign set from the quote value, not copied from Manchester.
- Negatives for the Cheshire towns on the Manchester campaign and for the Manchester boroughs on the Cheshire one, so the two never bid against each other.
- The form asking for a postcode, so that every enquiry lands on the right side of the line in the report.
What the report declined
Two things the owner asked for
- A single radius from the yard, which would have put the two sides back in one pot and averaged the line away.
- Cutting the Cheshire campaign in month two because its cost per enquiry was higher. The quote values were not in yet, and the fourth line is not the decision.
Where this leads
The pages that do this work
Say what the ads are for. The fee and the first three changes come back in writing.
Calls, sales, bookings or leads, roughly what you spend, and the part of Greater Manchester you sell to. Daniel Stoychev reads it himself and answers within one working day with the tier, the fee and what he would change first. Already spending? The free check reads your account in 72 hours.