Optimising beyond transactions with AAL Group
BACKGROUND
- AAL Group sell mobility products across a range of owned websites to support a better quality of life for those living with physical disabilities. They appointed Addesu in March 2025 to help them break through a performance ceiling they felt had been reached.
- AAL Group’s paid media performance had plateaued. After initial good results with their previous agency, they felt that ideas around how to keep driving growth dried up as time went on. This lack of attention on innovation had led to stagnating business performance.
- Upon taking over their account, our primary objective was to move beyond basic tracking and unlock the true revenue potential of the business. A year later, the data confirms the significant shift in both scale and efficiency we have helped achieve.
SOLUTION
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We immediately overhauled the campaign structures and bidding strategies. A major part of this was identifying waste. By shifting budget away from low-return platforms and into high-performing Google campaigns, we maximised the impact of every pound spent.
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We also moved from merely tracking clicks and started tracking value. For instance, Implementing robust tracking for phone calls gave us a clearer picture of how customers actually interact (and convert) with the business. This data then allowed the algorithms to optimise for lead quality rather than just volume.
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The most significant wins came from acting on direct feedback. By tailoring campaigns to the areas where the AAL team felt the most direct impact, we were then able to push particular products forward and see strong results. For instance, after identifying ceiling hoist surveys as a high-margin area, we built a dedicated campaign that delivered a strong ROAS of 13, significantly higher than the account average.
RESULTS
- Focusing strictly on purchase data, the account has seen a massive transformation. We increased spend by 48% to capture more market share, whilst improving efficiency. Purchase revenue surged by 245%, and the ROAS sits 133% higher than the previous year.
- However the purchase data alone only tells part of the story. By working closely with the AAL team to identify high-value offline actions, we implemented tracking for calls, quotes, demos, and surveys. When these additional revenue drivers are factored in, overall revenue ended up increasing by 364%.
- By collaborating closely, we’ve built a system that doesn’t just find potential customers, but finds the right customers for the highest performing areas of the business.
Stephen Pritchard, Founder at AAL Group – “Their biggest strength is that they listen. They listen and take the time to fully understand our business, then put forward solutions that work.”
IMPACT
YoY Revenue Uplift
364
+
%
ROAS Improvement
+
%
Cost Increase
+
%
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