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9.85% CTR – Paid Management for Duralock
Duralock, family-run since 1991, delivering superior performance fencing for sports clubs, equestrian venues, events, schools and commercial clients across the UK.
The Challenge
Duralock’s audiences don’t all live in the same place, or think the same way. A sports club manager sourcing pitch-side fencing and a racecourse facilities manager looking for equestrian solutions are both potential customers, but they search differently, browse differently, and respond to different messages.
Crucible manages both Google Ads and Meta Ads for Duralock, with each platform serving a distinct strategic purpose and requiring its own approach to targeting, creative and structure.
Google Ads, Sport-Specific Targeting
On Google, the focus has been precision. Rather than running broad fencing campaigns, Crucible built out sport-specific ad groups targeting rugby clubs, football clubs, cricket clubs and more — ensuring that someone searching for cricket boundary fencing sees an ad that speaks directly to their need, not a generic fencing message.
The equestrian and horse racing campaigns have been a particular standout, performing strongly against a highly specific audience with real commercial intent. Across Google Ads, the campaigns are achieving a 9.85% CTR, an exceptional figure that reflects how tightly the targeting and messaging have been aligned.
Alongside campaign management, Crucible provided CRO advice on Duralock’s enquiry forms, ensuring the traffic being driven was converting as effectively as possible once it landed on site.
Meta Ads, Volume at Remarkable Efficiency
On Meta, the strategy has centred on sports fencing and sports club audiences, where Duralock’s offer resonates strongly. The results have been remarkable: 68 form submissions generated in just 8 weeks, at a cost per click of just 37p.
That’s not a misprint. For a considered, project-based purchase in a specialist sector, generating qualified enquiries at that cost per conversion is an exceptional outcome, and a clear demonstration of what well-targeted Meta advertising can do when the audience, creative and offer are properly aligned.
Two Platforms, One Joined-Up Strategy
The story here isn’t just about individual platform performance, it’s about understanding that Google and Meta serve fundamentally different roles. Google captures demand from people already searching. Meta creates demand by reaching the right people before they start looking. Used together with distinct strategies for each, Duralock now has a paid media presence that works across the full buying journey.