Steadplan
Taking Steadplan’s van sales up a gear with holistic performance marketing.
Client
Steadplan
Industry
Automotive
Services
Performance Marketing
Paid Search
Paid Social
Video & Motion Design
Key Results:
210%
Increase in website conversions, driving significantly more high-intent leads from Google Ads.
150%
Uplift in website conversion rate from Google Ads, turning more clicks into real results.
125%
Increase in vehicle form enquiries from Meta, driving a major uplift in high-end social leads.
Challenge
Steadplan is one of the UK’s leading providers of flexible van finance and commercial vehicle solutions. After delivering their new brand and website, our next brief was more focused and ambitious. Turn the platform into a consistent, scalable lead generation engine to drive van sales.
Operating in a competitive commercial vehicle market, Steadplan needed to capture high-intent search demand while increasing lead volume, improving cost efficiency and building long-term brand visibility. The strategy had to deliver results immediately and compound performance year after year.
Approach
Comprehensive keyword research identified high-purchase-intent queries across finance, leasing and specific vehicle models. We launched tightly structured Google Ads search campaigns, supported by robust conversion tracking and 60-second call qualification tracking.
Ongoing search term analysis and negative keyword expansion ensured spend remained focused and efficient. This established a strong performance foundation and delivered immediate lead generation.
We planned, shot and edited a dedicated video campaign designed specifically for the platform. Campaign messaging aligned with the highest-performing search themes, ensuring continuity from keywords to creative to conversion.
Alongside video, we delivered a professional photoshoot to build a bank of high-quality static imagery. We then placed the assets across display, YouTube banners and discovery ads. Strong visuals reinforced quality and trust, a critical signal in commercial vehicle sales.
With Google consistently capturing high-intent demand, we introduced paid social across Meta to strengthen upper-funnel awareness.
Creative was repurposed and reformatted, adapting 16:9 video into more social-friendly 9:16 and 4:5 formats while maintaining consistent messaging across channels. At the same time, Google focused on intent capture, paid social increased brand familiarity and reinforced credibility, supporting performance across the wider ecosystem.
Performance marketing is never static. Ongoing optimisation, bid refinement and structured testing drove consistent improvement. We constantly reviewed search terms and adjusted them where necessary to maintain relevance and efficiency.
To prevent fatigue and maintain engagement, we introduced bi-annual creative refresh cycles. Imagery, messaging and video assets were updated while retaining proven conversion themes. The balance of evolution and consistency ensured performance remained strong over time.
Key Results:
210%
Increase in website conversions, driving significantly more high-intent leads from Google Ads.
150%
Uplift in website conversion rate from Google Ads, turning more clicks into real results.
125%
Increase in vehicle form enquiries from Meta, driving a major uplift in high-end social leads.
Google Ads
• Ad click-through rate increased by 39%
• Website conversions increased by 210%
• Website conversion rate increased by 150%
• Cost per acquisition reduced by 23.2%
Meta
• Post engagements increased by 19%
• Vehicle enquiries increased by 125%
• Ad click-through rate increased by 10.2%
Through strategic scaling, in-house creative production and continuous optimisation, Steadplan’s performance marketing activity evolved from standalone campaigns into a mature, multi-channel growth engine.
The result was sustained growth in enquiries, improved cost efficiency and stronger long-term brand visibility.
A performance strategy built not just for short-term wins, but for lasting impact.