Case Study · Commercial Refrigeration
Frostberg Refrigeration Case Study
How I helped Frostberg turn urgent, high-intent searches into a steady pipeline of commercial refrigeration enquiries across London.
The Challenge
Frostberg is a London-based commercial refrigeration and air conditioning engineering company, supporting restaurants, hospitality venues, food businesses and retail sites with urgent repairs, planned maintenance and installations. As a business-critical, engineer-led service, Frostberg needed a website and lead-generation strategy that could convert urgent, high-intent enquiries — not just look good.
What I Did
This one was built from nothing. A new website designed and developed from scratch, and every marketing and measurement account created alongside it, all pointed at a single goal: catch the customer at the exact moment their refrigeration fails.
Website, Built From Scratch. Designed and developed on WordPress with Elementor — fast, mobile-first, and structured so an urgent visitor can reach an engineer within seconds rather than filling in a form and waiting.
Google Ads & PPC. I launched tightly targeted campaigns around commercial refrigeration faults and maintenance across London, focused on high-intent keywords that signal an immediate need.
SEO. On-page optimisation and local SEO built long-term organic visibility, reducing reliance on paid clicks over time.
Google Business Profile. I claimed, verified and optimised their Google Business Profile — the single biggest local-visibility win for a service business — so Frostberg now shows up in the Map Pack for nearby searches.
Measurement, Consent and Reporting. Google Analytics 4, Search Console and Google Ads were all created from scratch and wired together, with conversion tracking so an enquiry ties back to the search that caused it, a cookie consent banner so visitors are asked before any tracking runs, and a Looker Studio dashboard Frostberg can open themselves.
Built and Set Up From Scratch
Nothing here was inherited or half-configured. Every asset and account below was created for this project:
- A WordPress website designed and developed in Elementor
- Google Business Profile claimed, verified and optimised
- Google Analytics 4 configured from zero
- Google Search Console set up and verified
- A Google Ads account structured around high-intent repair terms
- Conversion tracking, so enquiries tie back to the searches that produced them
- A cookie consent banner
- A Looker Studio dashboard for independent reporting
My Process
Discovery
I mapped the work Frostberg actually wanted more of — urgent breakdowns, planned maintenance and installations — and what each one is worth to the business.
Website build
Built on WordPress with Elementor: an engineer-led site where a direct line and a “speak to an engineer” route sit on every screen.
Search foundations
On-page and local SEO, a claimed and verified Google Business Profile, and the whole measurement stack — GA4, Search Console, conversion tracking and consent — built from zero.
Paid search
Tightly targeted Google Ads on high-intent repair and breakdown terms, so budget only chases searches that are ready to call.
Measure and refine
Ongoing review of which terms and pages turn into real enquiries, with copy and targeting adjusted from what the numbers show.
The Results
Within the first few months the combined approach began compounding — paid campaigns delivered enquiries immediately, while SEO and the optimised Google Business Profile grew organic and map visibility month on month.
These figures are representative of the trajectory a focused local campaign follows and reflect the mix of channels delivered for Frostberg.
The Looker Studio dashboard is theirs, not mine. It reads straight from their own analytics and ad accounts, so Frostberg can audit every figure on this page without asking me for a report.
What Made the Difference
Urgency before aesthetics
When a cold room fails, nobody is browsing. Contact routes sit above the fold on every page instead of behind a form, because speed to a human is the whole proposition.
High intent only
Campaigns were built around breakdown, repair and emergency language rather than broad refrigeration terms. Fewer clicks, but far more of them from people ready to book.
Organic and paid together
SEO builds the long-term base slowly, so Ads covered the same high-value terms from day one. Neither channel was left carrying the business alone.
★★★★★Within a few months, our rankings improved significantly. We’re receiving more organic traffic and enquiries without relying entirely on paid ads.
Explore the live site at frostberg.co.uk, or see how the same approach could work for your business.
Built with: WordPress · Elementor · Google Ads · Google Analytics 4 · Google Search Console · Google Business Profile · Looker Studio · cookie consent banner.
Next: read the Climate Flow Limited case study, or see all case studies.
Want results like these?
Let’s talk about how the right mix of channels can grow your enquiries.