How Tyrrells built a digital lead-generation system delivering around 10x ROAS
Tyrrells had been operating in the building consultancy industry for more than 30 years and had completed more than 105,000 inspections. The business had built its reputation through experience, referrals and traditional marketing, but the way people found building inspectors was changing.
Pulse helped Tyrrells build a building industry marketing and digital acquisition system around search, content, paid media and a new website. The result was a steady flow of leads, stronger brand demand and an advertising return of around 10 times spend.
Snapshot
Client: Tyrrells Property Inspections
Founded: 1983
Work: website, SEO, Google Ads, Facebook Ads, content, video and lead tracking
The challenge
Tyrrells already had the experience and credibility. The challenge was making sure potential customers could find and understand that value when they searched online.
Building inspections can also be difficult to market. Customers are often dealing with technical issues, unfamiliar terminology and important financial decisions. Simply appearing in search results was not enough. Tyrrells needed to explain complex problems clearly and give people a reason to choose an established specialist.
Pulse’s job was to turn that expertise into a digital marketing system capable of generating and measuring new business.
What Pulse did
Build around how customers actually search
We researched the problems people were trying to solve when they searched for building inspections and related services.
That search behaviour shaped the website structure, advertising campaigns and content plan. Instead of treating every search the same way, we matched pages and messages to the problem behind the query.
Turn technical expertise into useful content
Tyrrells had decades of knowledge inside the business. We helped turn that knowledge into content that answered the questions prospective customers were already asking.
Jerry Tyrrell’s illustrations became part of that approach. His drawings gave the campaign a distinctive way to explain complicated building issues and the different forces involved in buying, building and maintaining property.
The illustrations worked alongside written content and video to make technical subjects easier to understand and more engaging.
The new site gave SEO, Google Ads and social campaigns a stronger destination while also providing more space to demonstrate the team’s experience, methodology and ISO 9001-certified processes.
The redesign made Tyrrells’ experience and credibility much clearer at the point where prospective customers were deciding who to contact.
Tyrrells homepage before (October 2019) and after the relaunch (archived May 2021). Source: Wayback Machine.
Capture high-intent demand through search
Google Ads put Tyrrells in front of people actively searching for the services it provided.
SEO and content supported the same strategy organically, building visibility around the questions and services most relevant to prospective customers.
Extend reach with social and video
Facebook Ads and video helped Tyrrells reach people beyond immediate search demand.
The creative focused on practical building problems, expert advice and the people behind the business, giving potential customers more reasons to recognise and trust the brand.
Track leads through to sales
We also built customer intelligence dashboards to move beyond measuring clicks and form submissions.
This allowed Tyrrells to track lead volume, assess lead quality and understand how enquiries translated into sales.
Results
Tyrrells developed a repeatable lead-generation system generating hundreds of leads per month.
Paid advertising returned around 10x ROAS, while the broader program also produced measurable improvements in calls, sales and branded search demand.
Branded Google searches for Tyrrells also grew 18% during 2021, indicating increasing demand for the company by name.
Design work: Pulse’s 2021 website concepts for Tyrrells Building Advisory, elements of which later appeared in the launched site.
A marketing system built around expertise
The strength of the Tyrrells program came from connecting the pieces.
Search captured people with an immediate need. Content and video explained complex services. Jerry Tyrrell’s illustrations gave the brand a distinctive way to communicate. The website turned that attention into enquiries, and lead tracking connected marketing activity back to sales.
For an established building consultancy, digital marketing became an additional source of predictable new business rather than a replacement for the reputation it had built over decades.
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