Caldermoor Group
Commercial interiors & workplace fit-out — London, Manchester, Birmingham & Leeds
Organic Rankings
47
↑ 31 this month
Top 10 Keywords
14
↑ 18 vs last month
Monthly Clicks
342
↑ 18% MoM
Domain Authority
24
↑ 9 since Jan
Ads Spend MTD
£842
Budget: £14,000/mo
Ad Conversions
11
↑ 21 vs last month
Recent Activity
- 18 Jul 2026Published 3 new location landing pages — Manchester, Birmingham & Leeds
- 15 Jul 2026Paid media budget rebalanced — Display reduced, LinkedIn document ads increased after Q2 qualified-rate review
- 10 Jul 202614 new backlinks secured from construction trade press and industry bodies
- 3 Jul 2026Monthly review call held — Q3 strategy confirmed. Focus on regional SEO expansion to Bristol and Glasgow
Open Tasks
Write content for Office Fit Out Bristol page
Due 25 Jul
Create schema markup for service and case study pages
Due 28 Jul
Google Ads negative keyword audit — July
Due 22 Jul
Technical audit fixes — mobile page speed
Done 14 Jul
Submit Leeds and Bristol GBP updates
Done 9 Jul
Account Balance
Retainer usage, time allocation and invoice history
Available Balance
£4,120
From £7,500 monthly retainer
Hours Used (July)
61.5
of 90 hours allocated
YTD Spend
£48,600
Across 7 months
July 2026 — Time Log
| Date | Task | Category | Hours | Value |
|---|---|---|---|---|
| 18 Jul | Location landing pages — Manchester, Birmingham, Leeds | SEO Content | 4.0 | £280 |
| 15 Jul | Paid media restructure — Google bid strategy & cross-channel reallocation | Paid Ads | 2.5 | £175 |
| 14 Jul | Technical fixes — Core Web Vitals & mobile speed | Technical | 3.0 | £210 |
| 10 Jul | Authority building — trade press outreach & digital PR | SEO | 3.5 | £245 |
| 7 Jul | Monthly report & strategy review preparation | Account | 2.0 | £140 |
| 3 Jul | Monthly review call — 60 min + follow-up notes | Account | 1.5 | £105 |
| 1 Jul | Keyword research — Bristol & Glasgow expansion | SEO | 2.0 | £140 |
Task Board
Open and completed work across your account
Bristol location page — Write 1,200-word SEO content for office fit out Bristol
25 Jul 2026
Schema markup — Add Service + Organization schema to core pages
28 Jul 2026
Ads negative keywords — Review search term report and add July negatives
22 Jul 2026
Mobile page speed improvements — LCP reduced from 4.8s to 2.3s
Done 14 Jul
Google Business Profile update — Leeds and Bristol offices
Done 9 Jul
12 new backlinks — home improvement directories and local business citations
Done 10 Jul
Manchester landing page published and submitted to GSC
Done 18 Jul
Google Ads campaign restructure — separate Search campaigns per region and service line
Done 15 Jul
Monthly SEO report — June performance analysis delivered
Done 3 Jul
Full Timeline
Complete record of all account activity
- 18 Jul 2026Published Manchester, Birmingham and Leeds location landing pages
- 15 Jul 2026Restructured paid media — Google bid strategy updated and LinkedIn target-account list expanded to 180 accounts
- 14 Jul 2026Technical fixes deployed — mobile LCP improved to 2.3s, CLS issues resolved on case study pages
- 10 Jul 202614 quality backlinks secured via outreach to construction and workplace publications
- 3 Jul 2026Monthly strategy review call — Q3 plan confirmed. Bristol and Glasgow local SEO expansion agreed.
- 30 Jun 2026June performance report delivered — click growth +22% MoM, 4 new top-10 rankings achieved
- 15 Jun 2026Regional office pages optimised — internal linking improved, content refreshed with new keyword targets
- 2 Jun 2026Paid media audit completed — 3 underperforming ad groups paused, £1,840/mo budget reallocated
Email Record
All correspondence across your account
| Date | From | To | Subject |
|---|---|---|---|
| 18 Jul 2026 | james@digital-scientists.co.uk | marketing@caldermoor.com | Location pages published — Manchester, Birmingham & Leeds |
| 15 Jul 2026 | james@digital-scientists.co.uk | marketing@caldermoor.com | Google Ads update — bid strategy change & July budget plan |
| 3 Jul 2026 | marketing@caldermoor.com | james@digital-scientists.co.uk | RE: Monthly Review — Q3 priorities & regional expansion |
| 30 Jun 2026 | james@digital-scientists.co.uk | marketing@caldermoor.com | June Performance Report — SEO & Ads Summary |
| 2 Jun 2026 | james@digital-scientists.co.uk | marketing@caldermoor.com | Ads audit findings — paused campaigns & budget reallocation |
Meeting Minutes
Notes and agreed actions from all review calls
July 2026 Monthly Review — 3 Jul 2026
Attendees: James Thornton (DS), Helena Marsh, Scott Reyner (Caldermoor Group)
SEO Performance: June saw 31% click growth. Regional service terms are performing well. "Commercial fit out contractors" moved from position 14 to position 6. Bristol and Glasgow expansion agreed as Q3 priority — 3 new location pages to be built in July.
Google Ads: Current campaigns delivering at £65/conversion on Google, £102 on LinkedIn but at a 65% qualified rate. Agreed to hold LinkedIn budget and increase total paid to £14,000/mo from £11,500.
Agreed Actions: DS to publish Bristol page by 25 Jul. DS to restructure Ads campaigns by 15 Jul. Client to supply 10 new product photos for gallery refresh.
SEO Performance — QuickFireSEO
Live search performance data for caldermoor.com
Keywords Tracked
47
Across commercial fit-out sector
Top 5
6
↑ 4 this month
Top 10
14
↑ 6 this month
Top 30
28
Strong mid-page presence
Avg. Position
18.4
↑ from 46.8
Domain Trust
24
↑ 9 since Jan
GSC Traffic — Last 16 Months
Total Impressions — Top Keywords
Traffic by Device
Traffic by Location
Live Rankings
Current keyword positions — updated daily
| Keyword | Position | Change | Impressions | Clicks | CTR |
|---|---|---|---|---|---|
| caldermoor group | 1 | — | 1,036 | 735 | 70.9% |
| caldermoor | 6 | ↑ 2 | 5,084 | 63 | 1.2% |
| office fit out companies | 4 | ↑ 5 | 289 | 23 | 8.0% |
| commercial fit out contractors | 8 | ↑ 6 | 1,507 | 24 | 1.6% |
| office refurbishment manchester | 6 | ↑ 3 | 118 | 6 | 5.1% |
| office fit out | 8 | ↑ 4 | 88 | 6 | 6.8% |
| office refurbishment birmingham | 10 | ↑ 8 | 131 | 7 | 5.3% |
| commercial interior fit out | 9 | ↑ 4 | 1,050 | 6 | 0.6% |
| commercial interiors leeds | 12 | ↑ 3 | 100 | 4 | 4.0% |
| office fit out manchester | 9 | ↑ 7 | 486 | 3 | 0.6% |
| fit out contractors near me | 23 | ↑ 4 | 559 | 11 | 2.0% |
| office fit out companies near me | 47 | ↑ 11 | 4,881 | 17 | 0.3% |
| made to measure office fit out companies near me | 28 | ↑ 6 | 158 | 7 | 4.4% |
| how to fit office fit out | 17 | — | 2,183 | 3 | 0.1% |
| office fit out bristol | 52 | ↑ 18 | 324 | 0 | 0% |
| office fit out edinburgh | 46 | ↑ 14 | 481 | 0 | 0% |
| workspace consultancy london | 15 | ↑ 22 | 354 | 0 | 0% |
| office design ideas | 10 | ↑ 9 | 552 | 0 | 0% |
| commercial office refurbishment uk | 8 | ↑ 12 | 480 | 0 | 0% |
Authority Building
Backlink profile and domain authority growth
Total Backlinks
4,180
↑ 47 this month
Referring Domains
68
↑ 31 this month
Dofollow Links
191
67% of profile
Domain Trust
24
↑ 9 since Jan
Top Referring Domains
| Domain | Domain Trust | Links | Type | Category |
|---|---|---|---|---|
| houzz.co.uk | 72 | 4 | Dofollow | Home Design |
| checkatrade.com | 68 | 2 | Dofollow | Trade Press |
| myjobquote.co.uk | 54 | 3 | Dofollow | Trade Press |
| constructionbriefing.co.uk | 41 | 2 | Dofollow | Local Business |
| constructionnews.co.uk | 63 | 1 | Nofollow | Trade Press |
| bisnow.com | 76 | 1 | Nofollow | News / Press |
| workplaceinsight.net | 35 | 2 | Dofollow | Workplace Media |
| britishcouncilforoffices.org | 28 | 1 | Dofollow | Local Business |
Competitor Intelligence
How you compare against key competitors in search
Your Avg. Position
18.4
vs 24.1 six months ago
Competitors Tracked
4
Primary national competitors
Keywords You Lead
14
Out of 19 shared terms
Best Competitor DT
38
Thorne & Vale
Keyword Comparison — Shared Search Terms
| Keyword | Marsh (You) | Thorne & Vale | Halston Interiors | Merrow Workspace | Blackwood Fit-Out |
|---|---|---|---|---|---|
| office fit out companies | 4 | — | — | — | 22 |
| commercial fit out contractors | 8 | — | — | — | 11 |
| commercial interior fit out | 9 | 3 | 7 | 12 | 18 |
| fit out contractors near me | 23 | 19 | 8 | 14 | 21 |
| office fit out companies near me | 47 | 6 | 4 | 2 | 15 |
| workspace consultancy london | 15 | 5 | 20 | — | — |
| office interior design london | 50 | 8 | 3 | 5 | 12 |
| office design ideas | 10 | 14 | 6 | 4 | 17 |
| commercial interiors leeds | 12 | 7 | — | — | 16 |
Technical Health
Website audit — last checked July 2026
78
Score
Errors
12
Warnings
34
Passed
89
Pages Crawled
48
Critical Issues to Fix
4 pages missing meta descriptions — product category pages
3 broken internal links detected
2 pages with duplicate title tags
LCP above 2.5s on 6 mobile pages — image optimisation needed
Images missing alt text on gallery pages
Core Web Vitals — Mobile
LCP
2.8s
FID
48ms
CLS
0.08
Speed Score
64
Google Ads — AdSpark
Paid search performance for caldermoor.com · 1–31 July
MTD Spend
£4,440
Budget: £7,000
Impressions
184,200
↑ 22% MoM
Clicks
3,420
↑ 18% MoM
CTR
1.86%
↑ from 1.44%
Avg. CPC
£1.30
Target: <£1.60
Conversions
68
↑ 21 vs last month
Cost/Conv.
£65.29
↓ from £88
Conversion Actions
| Action | Conv. | Value |
|---|---|---|
| Phone Call — Ads | 6 | — |
| Contact Form Submit | 3 | — |
| Get a Quote Click | 2 | — |
Top Performing Keywords
| Keyword | Clicks | CPC | Conv. |
|---|---|---|---|
| office fit out companies near me | 84 | £2.40 | 4 |
| commercial fit out contractors | 47 | £1.90 | 3 |
| cat b fit out contractors | 38 | £3.10 | 2 |
| workplace design consultants | 29 | £2.80 | 1 |
Paid Media — all channels
Google Ads, LinkedIn and Meta side by side · 1–31 July
Total Spend
£9,840
Budget: £14,000
Impressions
725,200
↑ 31% MoM
Clicks
6,502
↑ 24% MoM
Leads
150
↑ 42 vs June
Blended CPL
£65.60
↓ from £81.40
Qualified
61
41% of all leads
Pipeline Added
£412k
From 61 qualified
Spend against leads, by channel
Channel comparison
| Channel | Spend | Leads | CPL | Qual. |
|---|---|---|---|---|
| Google Ads | £4,440 | 68 | £65.29 | 31 |
| LinkedIn Ads | £3,480 | 34 | £102.35 | 22 |
| Meta (FB & Instagram) | £1,920 | 48 | £40.00 | 8 |
LinkedIn costs the most per lead and produces the best ones — 65% of its leads qualify, against 17% from Meta. Judging the three on cost per lead alone would point the budget the wrong way.
What each channel is actually doing
| Channel | Role in the mix | Measured on |
|---|---|---|
| Google Ads | Captures existing demand — people already searching for a fit-out contractor | Cost per qualified enquiry |
| LinkedIn Ads | Reaches the decision makers by job title and company size before they search | Qualified rate and pipeline value |
| Meta | Project photography, completed schemes and recruitment reach | Assisted conversions and brand search lift |
LinkedIn Ads — AdSpark
B2B reach by job function, seniority and company size
MTD Spend
£3,480
Budget: £4,500
Impressions
128,400
↑ 18% MoM
Clicks
742
↑ 14% MoM
CTR
0.58%
Benchmark: 0.44%
Avg. CPC
£4.69
↓ from £5.80
Leads
34
↑ 11 vs June
Cost/Lead
£102.35
65% qualify
Audience reached — by job function
| Function | Impr. | Clicks | Leads |
|---|---|---|---|
| Operations | 38,200 | 241 | 12 |
| Real Estate & Facilities | 31,400 | 218 | 11 |
| Finance | 24,600 | 118 | 5 |
| Human Resources | 19,800 | 102 | 4 |
| Executive | 14,400 | 63 | 2 |
Seniority & company size
| Segment | Share | Leads | Qual. |
|---|---|---|---|
| Director+ | 41% | 18 | 14 |
| Manager | 34% | 11 | 6 |
| Senior / other | 25% | 5 | 2 |
| 201–1,000 employees | 48% | 19 | 13 |
| 1,000+ employees | 29% | 9 | 7 |
Campaign performance
| Campaign | Format | Spend | Clicks | Leads | CPL |
|---|---|---|---|---|---|
| Workplace Strategy Guide — Lead Gen | Document ad | £1,420 | 4,180 | 19 | £74.74 |
| Completed Schemes — Sponsored Content | Carousel | £980 | 241 | 8 | £122.50 |
| Retargeting — Site Visitors 90d | Single image | £640 | 152 | 6 | £106.67 |
| Brand Awareness — Target Account List | Video | £440 | 65 | 1 | £440.00 |
The document ad is doing the heavy lifting. The target-account video is expensive per lead by design — it is measured on reach into the 180 named accounts, where it is now at 61% coverage.
Meta Ads — AdSpark
Facebook and Instagram · brand reach, project work and recruitment
MTD Spend
£1,920
Budget: £2,500
Impressions
412,600
↑ 44% MoM
Reach
148,200
2.78 avg. frequency
Clicks
2,340
↑ 38% MoM
CTR
0.57%
↑ from 0.49%
Avg. CPC
£0.82
↓ from £1.04
Leads
48
£40.00 per lead
Facebook against Instagram
| Placement | Spend | Impr. | Clicks | Leads |
|---|---|---|---|---|
| Instagram Feed | £642 | 148,200 | 918 | 17 |
| Facebook Feed | £584 | 112,400 | 742 | 21 |
| Instagram Stories | £386 | 84,600 | 402 | 6 |
| Instagram Reels | £208 | 48,200 | 198 | 3 |
| Facebook Right Column | £100 | 19,200 | 80 | 1 |
Campaign objectives
| Campaign | Objective | Spend | Result |
|---|---|---|---|
| Completed Schemes — Q3 | Traffic | £720 | 1,284 visits |
| Site Retargeting — 30d | Leads | £540 | 31 leads |
| Fit-Out Enquiry — Lookalike 1% | Leads | £380 | 17 leads |
| We Are Hiring — Trades | Awareness | £280 | 42,800 reach |
Creative performance
| Creative | Format | Impr. | CTR | Cost/Result |
|---|---|---|---|---|
| Manchester HQ — before and after | Carousel | 96,400 | 0.94% | £28.40 |
| Time-lapse — 14-week fit-out | Video | 84,200 | 0.71% | £36.80 |
| Breakout space photography | Single image | 71,800 | 0.52% | £52.10 |
| Client quote card | Single image | 58,400 | 0.31% | £94.60 |
Before-and-after carousels beat everything else by a wide margin, and have done for four months. The quote card is being retired at the end of the month.
Campaign Performance
Breakdown by campaign — July 2026
| Campaign | Type | Status | Spend | Clicks | Conv. | CPA |
|---|---|---|---|---|---|---|
| Office Fit Out — National Search | Search | Active | £1,840 | 1,420 | 5 | £58.10 |
| Commercial Refurbishment — Search | Search | Active | £1,210 | 946 | 4 | £62.40 |
| Regional — Manchester & Leeds | Search | Active | £880 | 684 | 2 | £71.20 |
| Brand & Case Studies — PMax | PMax | Active | £100 | 28 | 0 | — |
| Workplace Strategy Guide — LinkedIn | Display | Paused | £0 | 0 | 0 | — |
Traffic Sources
Google Analytics 4 — overall digital performance
Sessions
41,280
↑ 24% MoM
Users
32,500
↑ 21% MoM
Bounce Rate
48%
↓ from 61%
Avg. Session
2m 14s
↑ 38s MoM
Goal Completions
318
↑ 74 MoM
Traffic by Channel
Top Landing Pages
| Page | Sessions | Conv. |
|---|---|---|
| / | 11,840 | 14 |
| /office-fit-out | 6,240 | 9 |
| /commercial-refurbishment | 4,180 | 7 |
| /case-studies | 3,420 | 6 |
| /completed-schemes | 2,860 | 3 |
| /contact | 2,140 | 4 |
Systems We Manage
Platforms, tools and credentials managed on your behalf
| System | Platform | Managed By | Status | Notes |
|---|---|---|---|---|
| Website CMS | WordPress | Digital Scientists | Active | Hosting via Cloudflare + managed WP, DS have admin access |
| Google Search Console | Digital Scientists | Active | DS delegated access — property verified | |
| Google Analytics 4 | Digital Scientists | Active | GA4 property configured, events tracking active | |
| Google Ads | Digital Scientists | Active | Managed under DS MCC account — 3 campaign types live | |
| Google Business Profile | Digital Scientists | Active | 4 locations — London, Manchester, Birmingham, Leeds | |
| SE Ranking (SEO) | SE Ranking | Digital Scientists | Active | 184 keywords tracked, weekly reporting |
| LinkedIn Campaign Manager | Digital Scientists | Active | Lead Gen Forms synced to CRM, 180-account target list | |
| Meta Business Manager | Meta | Digital Scientists | Active | Facebook & Instagram, Conversions API configured |
| Hotjar | Hotjar | Digital Scientists | Pending | To be installed — awaiting WP access confirmation |