UK Packaging Wholesaler

The Hook

We turned a doubting client into a UK Excellence Award 2026 finalist by proving exactly which clicks were turning into high-value custom packaging orders.

The Hurdle

The client was sceptical. Despite a steady stream of leads for their wholesale packaging business, they were convinced the enquiries were simply old customers returning, rather than fresh fruit from our Google Ads campaigns. Furthermore, without a dedicated sales team to sift through the volume, they were overwhelmed by low-value enquiries for standard tiffins and tissues, while high-margin custom branding leads (like 10,000+ MOQ pizza boxes) were getting lost in the shuffle.

The Play

We decided to box up the doubt by implementing a sophisticated lead-tracking architecture. Using Google Tag Manager (GTM), I engineered a custom script to capture the GCLID (Google Click ID) from the user’s browser and inject it into a hidden field within their PrestaShop contact forms. This allowed us to execute two strategies most PPC managers miss:

• Definitive Proof We mapped every single lead directly back to a specific ad and keyword, leaving no room for attribution debates.
• Value-Based Bidding By feeding this data back into Google Ads via Enhanced Conversions, we trained the algorithm to ignore the “small fry” and hunt specifically for high-value custom branding leads. We assigned higher values to leads interested in premium, custom-print products, effectively telling Google exactly where to spend the next pound.

The Payoff

The results were, quite literally, award-winning. The campaign was named a finalist for the UK Digital Excellence Awards 2026. Beyond the trophy cabinet, the business impact was transformative: the client stopped questioning the ROI and started planning a dedicated department just to handle the influx of premium leads. By focusing on high-MOQ custom orders, we helped the client begin a strategic pivot away from low-margin wholesale.