Mobility Plus: From Leads to Lasting Brand Value

Overview

Mobility Plus, the leading supplier of adapted bathrooms in the UK, had relied heavily on lower funnel marketing activity with more than 90% of investment going into lower funnel channels in 2023 to generate leads from older homeowners (70+).

This approach was limited. The core audience are less confident online and media targeting for 55+ is broad and imprecise.

In a crowded market, a pure lower-funnel focus was no longer enough. Our challenge was to protect sales while building a distinctive, trusted brand.

Strategic Shift

Harvest introduced a mid-funnel brand awareness layer to shift Mobility Plus away from pure last-click dependency.

Alongside optimised search, we supported the launch of a new website, developed creative messaging around trust, quality and service and tested awareness channels including Meta and programmatic display.

By making every pound of the performance budget work harder, we created headroom for brand activity, proving that you don’t need TV-sized budgets to evolve performance marketing into a more sustainable mix. This balance allowed Mobility Plus to continue capturing demand while also generating it.

Results

We went from spending 8% of our budget in mid-funnel in 2023 to spending 37% of our budget in 2024 on mid funnel, to then spending 44% of our budget in mid-funnel in 2025. Not only did search volumes for branded keywords increase, but we also saw real growth in the metrics that matter for the business.

• 408% increase in impressions for pure branded keywords for 2025 versus 2023

• Revenue increased by 31% for 2024 versus 2023 and then by a further 18% for 2025 versus 2024

• Simultaneously shifting our approach to focus on higher quality leads in addition to pulling in new customers to the brand, we also maintained efficiencies with only a 6% increase in marketing cost for 2024 versus 2023 followed by a 14% increase for 2025 versus 2024.

• Market share gains, now holding 35% of bath searches and 41% of shower searches (up from previous levels of ~10% in just one month)

• A clearer, more trusted brand identity in a commoditised market

• Products increasingly viewed as a considered choice rather than a ‘distress purchase’

All of this was in an increasingly competitive market and under tough economic conditions for consumers

Reassuring the client with strong high quality lead volumes, while introducing new layers of creative and channel activity, meant we could guide Mobility Plus towards a more resilient marketing mix – one that protects immediate sales but also strengthens the brand for the future, which we have seen for two strong growth years on the bounce.