From click to quote
Advanced Plastic Technology has machined, moulded and fabricated plastic parts in Milton Keynes since 1991. The engineering was excellent, but the old website undersold it, the ad budget was buying clicks rather than customers, enquiries lived in inboxes and every quote was costed by hand.
We started with a new website on a new domain, designed around how engineers and buyers read a page. We wireframed 24 page types and designed four homepage options, then built the one that puts a big, plain headline where the eye lands first, APT's ISO 9001 certification and accreditations straight underneath and a request a quote button on every screen.
Each of APT's 11 in house services, its materials and the industries it serves now has its own page, written for search and for the buyer. Every route ends at an optimised quote form that takes drawings and CAD files, so a buyer can go from a search to an enquiry in a couple of clicks. We also disavowed years of low quality backlinks left over from the old site.
Our audit of APT's Google Ads account found two automated campaigns that had spent substantial sums since 2023 chasing clicks rather than customers. Conversion tracking was reporting more leads than clicks, so Google was optimising for the wrong thing. Display ads were running inside 9,652 mobile apps, from puzzle games to colouring books, with no bid limits.
We fixed the tracking first, so only form fills and phone calls count as a lead. Then we rebuilt the account into structured campaigns, one for each service and buyer, from plastic fabrication and CNC machining to design for manufacture, laser cutting and competitor searches. Paid keywords went from 17 to 197, each with a bid limit, backed by a master list of negative keywords that keeps out job seekers and hobbyists. Ads now run on desktops and laptops between 7am and 7pm, when buyers are at their desks.
We review the account every week and move budget to whatever brings in enquiries. In September PPC delivered 32 leads, up over 500%.
We moved APT onto a new email platform, cleaned its contact lists of duplicates and generic inboxes and split them into dormant customers, prospects, existing customers and industry lists. Each group gets its own emails, from the new website launch with an offer for returning customers to industry campaigns for aerospace and data centres and guides written with APT's engineers.
Emails now go out every week. The CNC machining guide went to 1,291 contacts, with 99% delivered, a 42% open rate and a 12% click rate, all of it to the new website filled with thought leadership and clear CTAs for conversion.
Behind the site we built APT its own CRM, with no licence fee. Every enquiry from the website lands in one pipeline the sales team works from, so nothing gets lost in an inbox.
Our automated quote tool reads each request and drawing, costs every process from APT's own machine and material rates and drafts the quote and covering email for the team to check and send. We are piloting it on quotes under £5k, where a fast reply often wins the order.
Together it supported record growth in APT's first six months with us and its highest ever sales month in September 2026.
Got a brief like this?
Start a project
