Generating a six-figure web enquiry value for a commercial cleaning manufacturer

We first worked with MAC in 2024, when we began managing paid search for their sister company and equipment dealer, Ruck Engineering.

Our web design & development and digital marketing strategies helped MAC International to a total web enquiry value of several hundred thousand pounds – an 86% jump.

That has since scaled into a full MAC web build, ongoing SEO and paid search retainer and, earlier this year, a further full web build for Ruck Engineering.

The result is revenue growth, strengthened messaging and a more strategic relationship between the two sister brands.

MAC is a manufacturer of specialist commercial cleaning equipment, based in the North East and operating across the UK and beyond.

Wriggle Marketing was briefed with improving MAC’s online platform, presence and relevance to customer intent across key product lines.

The agreed strategy was a full-team effort, combining expertise in web design, development, SEO, content, paid search and more.

Our initial focus for MAC was on updating its website to a more modern platform that was better suited to enquiry generation. A from-the-ground-up web build followed, with improved visuals, branding and customer journey.

We also advised on signposting and worked with MAC’s in-house team to develop new content and messaging that complemented the new site.

The site migration, also managed by Wriggle, rolled into an SEO and paid search retainer to ensure ongoing optimisations and performance.

Within six months of launch, the average number of web leads per month had quadrupled. And since then, that figure has almost doubled again.

It’s not just the quantity of web leads that’s improved, however – the quality of web leads has benefited, too.
Average web enquiry value was also up 86% within half a year of the new site launching.

We enabled this through targeted customer mapping, across organic and paid search, and a streamlined enquiry process that involved content, conversion rate optimisation (CRO), design and development input.

The ultimate, and enduring, result of our work with MAC is a healthy and growing ROI. Net return sits at 314% since the new site launched, based on the value of converted web enquiries and total retainer spend at the time of writing.

With a healthy web lead pipeline going into 2027, and lead times that are typically several months or longer, these figures could well grow in time.

A key driver of that strong lead generation is the improved online visibility our ongoing SEO and paid search strategies made possible.

Between January 2025 (pre-site launch) and September 2026, active users have increased 1,177%, bringing with it an increase in key on-site conversions and enquiries.

Our keyword cluster reporting, which tracks MAC’s visibility for key topics, shows this increased visibility is reflected across most product categories, too. In our current reporting window, 77% of the tracked clusters are on average ranking higher on Google than they were a year or so ago – some jumping by as many as five search results pages.

For more on what we can do for you and your business, book a 30-minute intro with our founder and CEO, Nick, below or read more on our capabilities.

Step 1

Book Your Consultation

Arrange a meeting with our CEO, Nick, to discuss your business. During this meeting, we will cover topics such as your goals, current challenges, budgets, and more.

Step 2

Creating The Proposal

Our experienced team will analyse your business and put together a list of initial ideas that can help you achieve your objectives.

Step 3

Onboarding

Once the services and budget have been agreed upon, we will send out our client onboarding documentation. After reviewing it, we will hold a kick-off meeting to introduce you to your team. In this meeting, we will align all onboarding objectives and finalise our strategies for you.

Step 4

Go-Live

Our team will commence work! We offer flexible communication options to suit your needs, along with 24/7 access to our custom digital reporting dashboard.