Google advertising & Conversion Optimisation increase customers

This project aims to increase the number of free trial sign-ups (I would like to get 100 sign ups in the next 6 weeks) and paying customers for an online product by combining targeted Google Ads campaigns with conversion rate optimisation (CRO) techniques. The product is a digital food safety management app designed to help UK hospitality businesses comply with Safer Food Better Business (SFBB) guidelines and successfully pass Environmental Health Officer (EHO) inspections.

The project will focus on attracting high-intent users through Google Search Ads by targeting relevant keywords such as “SFBB app”, “food safety app UK”, and “EHO compliant software”. Ad campaigns will be created and optimised to drive qualified traffic to dedicated landing pages.

In parallel, the website will be analysed and improved to increase conversion rates. This will include refining messaging to highlight key benefits (such as passing inspections, saving time, and reducing paperwork), improving call-to-action (CTA) elements, and adding trust signals like testimonials and EHO approval. The user journey from landing page to sign-up will be streamlined to reduce friction and encourage more users to start a free trial.

The success of the project will be measured using key performance indicators such as increased website conversion rate, reduced cost per acquisition (CPA), higher number of free trial sign-ups, and growth in paying customers.

Overall, this project integrates digital marketing and user experience strategies to drive measurable business growth for SFBB Pro.