44% Increase in order volume
Total customer orders grew substantially over the first two years post-launch (2022 to 2024).
Increasing orders by 297% in three years
Founded in 1994, TJ started life as a haulage company, sourcing suppliers and delivering construction materials.
Over the decades, the business has grown organically and expanded into complementary industries, now serving both commercial and domestic clients across the South of England. TJ Group is the strategic parent of two operating businesses - TJ Waste and TJ Transport - with services spanning waste management, recycling, aggregate supply, skip hire and haulage, delivered from multiple yards, recycling sites and quarries.
Total customer orders grew substantially over the first two years post-launch (2022 to 2024).
Monthly sales revenue achieved strong, consistent growth across the initial two-year period (2022 to 2024).
Steady uptick in the total monetary value generated per conversion between 2023 and 2025.
TJ Group had decades of experience, a growing range of services and a strong reputation across Hampshire and the South of England. When we first began working together over a decade ago, TJ was running Google Ads but they weren’t getting the most from them. After optimising conversion rates and building a positive relationship with the team through proven results, we were asked to review their website.
While functional, the website simply wasn't keeping pace with the growth and ambition of the business. They needed a digital presence and marketing infrastructure capable of reflecting that and working hard to bring in new business. With three distinct entities under one group, TJ Group, TJ Waste and TJ Transport, there was a challenge in ensuring each business spoke clearly to its own audience without losing the coherence of the wider group.
What began as a straightforward Google Ads management partnership quickly evolved into a much wider collaboration. As the partnership developed and trust was established, this expanded to cover website design and development, content marketing including email marketing newsletters, social media management, copywriting blog and article content, as well as strategic SEO.
Google Ads
Serenity have successfully managed TJ's paid search advertising for more than a decade, continuously refining the approach over the years. At the beginning, we conducted a full PPC account audit, tightening geographic targeting and improving conversion tracking.
When the new website launched, we updated the strategy to align with it, ensuring campaigns and landing pages were working in tandem. Thorough keyword research, clear and targeted ad copy and dedicated landing pages optimised for conversion have been the backbone of this work throughout. Paid advertising remains a central part of TJ's marketing strategy, but it's only one piece of a much bigger picture.
Website design and build
Since our initial engagement with TJ, Serenity has rebuilt and refreshed TJ's websites twice - in 2016 and again in 2022, each time to keep pace with the business's growth and evolving standards in web design. The brief remained consistent throughout, develop a WordPress website that was clear and professional, with a genuine focus on being useful to the people visiting it.
The 2022 rebuild was the most significant. Drawing on our experience providing bespoke website design in Portsmouth and Hampshire, we refreshed the design and updated content across TJ Group, TJ Waste and TJ Transport. We built in a piece of functionality that would fundamentally change how the business generates revenue: a fully integrated ecommerce system allowing customers to order and pay for products and services directly through the website. What had previously required a phone call could now be completed in minutes, at any time of day. This level of technical integration is the type of feature we specialise in. While many agencies only take into account how a business website looks, at Serenity, we take time to understand the operations of a company as a whole so we can utilise our expertise to help companies make efficiencies that contribute to the wider growth of the business.
All written content across the sites was produced by our copywriters with a focus on plain language, search-friendly structure and targeted landing pages built around the questions customers are actually asking.
Content marketing & SEO
Before and during the website build, our team took a considered approach to ensure that TJ was in a strong position from an SEO perspective. This included conducting keyword research to understand how the target audience was searching for their products and services, auditing the existing site structure and content, and building a technical SEO foundation covering page speed, site architecture and metadata, so that once the new site launched it had everything in place to start ranking and attracting organic traffic from day one. For TJ Waste, this led to a 97% increase in organic search visibility in just one year.
With the website foundations in place, our team took on the broader content marketing following the website launch. This included managing social media across Facebook, Instagram, Twitter/X and LinkedIn, writing regular blogs and articles and delivering targeted email newsletters to keep TJ at the forefront of their customers' minds.
To manage content output efficiently without placing unnecessary demands on a busy internal team, we introduced quarterly content-gathering sessions which were designed as structured conversations to give our team enough material to plan and produce content with minimal back-and-forth. This kept content consistent, on-brand and relevant to each of the three businesses, while respecting the time of TJ's staff.
Whilst search engine advertising addressed the immediate need for visibility and leads, content marketing and SEO were building something longer lasting, a sustainable source of organic traffic and brand presence that would continue to deliver results well beyond any single campaign.
Sales generated directly from Google Ads campaigns more than doubled between 2023 and 2025.
Nearly quadrupled the total volume of customer orders completed between 2022 and 2025.
Achieved a massive overall expansion in sales revenue across the three-year period from 2022 to 2025.
TJ Group is exactly the kind of client that brings out the best in a long-term marketing partnership. A business with real operational scale and multiple distinct audiences, needing marketing that actually works rather than simply looking good on the surface.
Over more than a decade, we've built websites, managed advertising, produced content and grown their organic presence with each part of the work informing the others. Developing ecommerce functionality to TJ's websites is a good example of how a business’ daily operations can be transformed to free up time and increase revenue. Digital marketing, done properly, stops being a cost and starts being infrastructure, a genuine asset on the books that adds measurable value to the business rather than simply supporting it.
That's what we set out to deliver for every client: growth, efficiency, and assets that increase the value of the business itself. The best results come from a partner who knows your business well enough to spot the next opportunity, and has the capability to build it.
If you're keen to learn more about this case study or have similar challenges, don't hesitate to reach out.
