Marketing for Wirral businesses that sell across three markets
Wirral firms rarely sell only to Wirral. Most are reaching into Liverpool, Chester and North Wales at the same time, and that changes how a campaign should be built.
Working across Merseyside and Cheshire
Client advertising spend under management
Certified on the platform your budget mostly goes into
A peninsula with three doorsteps
Wirral has an unusual commercial geography. A business in Bromborough or Birkenhead is a short drive from Liverpool, well within reach of Chester and the Cheshire market, and close enough to North Wales that a good share of enquiries come from across the border.
That sounds like an advantage, and it is, but it makes campaign targeting harder than it looks. Advertise to a generic North West radius and you pay for a lot of Manchester traffic you cannot serve well. Advertise to Wirral alone and you miss most of your addressable market.
The industrial base along the east of the peninsula, around the Wirral International Business Park and the Bromborough corridor, is largely manufacturing, engineering, chemicals and distribution. That is B2B, with long sales cycles and high value orders. The west and the residential belt supports a very different set of businesses: professional services, trades, healthcare and hospitality selling to households.
Those two economies need almost opposite campaigns. One is about being found by a buyer with a specification. The other is about being the obvious local choice at the moment somebody needs you.
| Source | Leads | Qualified | Revenue |
|---|---|---|---|
| Google Ads | 142 | 88 | £61,400 |
| Organic search | 96 | 54 | £38,900 |
| Google Business Profile | 61 | 44 | £24,150 |
| Paid social | 38 | 19 | £9,800 |
Where Wirral digital marketing usually goes wrong first
For most Wirral businesses that come to us, the same three problems turn up.
Getting the geography right
Targeting drawn around where you can actually serve profitably, rather than a radius somebody picked once and never revisited. This alone frequently cuts wasted spend.
Tracking the phone
B2B and trade enquiries arrive by phone far more often than by form. Untracked, that traffic looks like it produced nothing, and the campaign gets blamed.
Separating the two audiences
If you sell both to businesses and to households, one campaign will serve neither well. They need different terms, different pages and different budgets.
A campaign targeted at the whole North West spends most of its budget on people you cannot profitably serve.
What Wirral businesses ask
You are based in Liverpool, not on Wirral. Does that matter?
Practically, no. We are about twenty minutes through the tunnel and we are happy to come to you. Most of the work happens over calls and email regardless of who is where, and none of it depends on postcode.
Should we target North Wales as well?
Often yes, and it is regularly missed. If you can serve Flintshire and Denbighshire profitably, that is a market with less competition than Merseyside and it is worth testing separately rather than lumping it into one campaign.
We sell to both businesses and homeowners. How does that work?
As two separate campaigns with separate budgets and separate landing pages. Blending them produces a cost per enquiry that describes neither audience and optimises towards whichever is cheaper, which is usually the one worth less to you.
Is Wirral cheaper to advertise in than Liverpool?
Usually a little, because there is less competition on locally modified terms. The saving is smaller than people expect though, since most of the expensive terms are not location specific at all.
Get in touch about digital marketing on Wirral
We will look at whether your targeting matches your real service area, and what it is costing you if it does not.
