Driving Exceptional Growth in Business Broadband at Zen Internet

The Challenge

Business Broadband was underperforming with inconsistent lead generation, unclear conversion pathways, and fragmented customer journey experiences. The e-commerce channel was underutilised, and the PPC strategy needed optimisation to deliver quality leads at scale while maintaining cost efficiency. The business needed a data-driven approach to unlock growth potential and achieve sustainable month-on-month sales increases.

Strategic Approach

1. Audit & Analysis

I began with a comprehensive audit of the existing Business Broadband digital ecosystem:

  • Analysed historical PPC performance data and conversion patterns
  • Conducted customer journey mapping across agent and web channels
  • Interviewed stakeholders across Sales, Marcomms, and operational teams
  • Identified pain points in the e-commerce experience, including lengthy forms and unclear conversion paths

2. Collaborative Strategy Development

Working closely with Business MD, Marcomms team and the Sales department, I developed an integrated strategy focusing on:

  • Lead Generation Optimisation: Maintaining steady volume (400 leads/month) while improving quality
  • Cost Efficiency: Targeting £25–35 CPL and £340–380 CPA ranges
  • Conversion Pathway Testing: Moving from direct e-commerce conversion focus to a staged form approach
  • Customer Experience Enhancement: Implementing a “thank you” page with online conversion options

3. Test, Learn, Optimise

My sacred ritual kicked in: constant testing, monitoring, and optimisation:

  • A/B tested multiple form structures and conversion pathways
  • Optimised PPC campaigns for quality over pure volume
  • Collaborated with teams to reduce dial times to an impressive 4-minute average
  • Conducted extensive CRO work across webpages, results pages, and product selection grids

Key Results: FY25 Performance

Record-Breaking Sales Performance

  • 383 total Business Broadband sales (Agent + Web combined) in July–August 2025
  • Best month in 2 years achieved in August 2025
  • 36 e-commerce sales in August—second-best month on record

Efficient Lead Generation

  • Maintained ~400 leads per month consistently
  • Achieved £25–35 cost per lead (CPL)
  • Delivered £340–380 cost per acquisition (CPA)
  • 7–12% conversion rate from lead to sale

PPC Excellence

  • 39 PPC-driven sales in July 2025—best performance since May 2025
  • Sustained month-on-month sales growth trend (MoM↗)
  • Monthly budget management at £15K with strong ROI

E-commerce Channel Growth

  • 36 e-commerce sales in August—proving digital-first strategy effectiveness
  • Improved customer journey completion rates through continuous CRO
  • Laid foundation for future growth with refined order journey

“Her work in PPC, lead generation, and demand generation for business broadband has directly driven opportunities for our sales teams.”

-Tonnia Wilde (Business Sales Manager)

What Made It Work

Cross-Functional Collaboration

Success wasn’t achieved in isolation. Close collaboration with Sales, Marcomms, and operational teams ensured alignment between digital strategy and business objectives. Open communication helped us navigate challenges like conversion tracking issues and optimise dial times.

Data-Driven Decision Making

Every optimisation was backed by data. From testing staged forms vs. direct conversion to analysing customer journey drop-off points, I let the data guide strategic pivots while maintaining focus on the core KPIs.

User-Centric Mindset

By stepping into business customers’ shoes—understanding their need for quick quotes, clear pricing, and seamless purchasing—I shaped the digital experience around real user behaviour rather than assumptions.

Agile Optimisation

The willingness to test, fail fast, learn, and optimise constantly meant we could pivot from e-commerce-first to staged form approaches when data showed better results. This agility was key to unlocking growth.

Key Takeaways

  1. Collaboration amplifies results: Digital success requires buy-in and partnership across sales, marketing, and operations
  2. Test your assumptions: What seems like the best approach (direct e-commerce conversion) may not be—let data guide you
  3. Balance efficiency with growth: Maintaining cost discipline while scaling lead volume is achievable with the right strategy
  4. User experience drives conversion: Understanding your audience’s journey and pain points unlocks optimisation opportunities
  5. Celebrate wins, but keep optimising: Record months are milestones, not finish lines

This case study demonstrates how strategic PPC management, continuous CRO, cross-functional collaboration, and data-driven decision-making can transform business outcomes—even within a short timeframe.