PHI Builders
The brief
Daryl Herring was already a trusted local handyman in Penwortham, Lancashire. His work spoke for itself. Clients loved him. But the business? It had plateaued.
The goal was to evolve Penwortham Home Improvements into something bigger – a construction brand that could win larger jobs, charge properly for its value and grow sustainably. Daryl didn’t need more work. He needed better work.
To do that, we had to shift perceptions – and implement a robust marketing strategy.
The challenge
Daryl had been dabbling in Meta ads himself. He’d get decent impressions but few serious leads. Meanwhile, the website didn’t convey the scale or quality of Daryl’s work. His services weren’t positioned to attract higher-value clients and without a clear brand identity, Penwortham Home Improvements blended into a sea of generic handyman businesses online.
There was huge potential. But without a smart, scalable marketing engine – that potential was stuck.
The challenge
Daryl had been dabbling in Meta ads himself. He’d get decent impressions but few serious leads. Meanwhile, the website didn’t convey the scale or quality of Daryl’s work. His services weren’t positioned to attract higher-value clients and without a clear brand identity, Penwortham Home Improvements blended into a sea of generic handyman businesses online.
There was huge potential. But without a smart, scalable marketing engine – that potential was stuck.
WHAT WE DID
This wasn’t just a new logo and a few ads. We delivered a full-service transformation.
Rebrand & messaging
We repositioned Penwortham Home Improvements as a construction business – specialists in roofing, garage conversions, landscaping and driveways. Now known as PHI Builders, there were no more ‘handyman’ jobs. Instead, the brand communicates trust, scale and expertise.
Website & SEO
A content-led refresh focused on converting customers and targeting high-value local keywords like “garage conversions Lancashire”. Organic rankings improved across the board – bringing in consistent, qualified traffic every week.
Paid media strategy
We ditched the DIY boosted posts and rolled out a full-funnel Meta ads campaign with clear messaging and creative, including bespoke video content. The results were instant. We later transitioned to Google Ads to capture high-intent search traffic and drive even better conversion.
Social media management
We created content that spoke directly to PHI’s ideal customers – affluent homeowners ready to invest in upgrades. The messaging matched the brand, the tone cultivated trust, and our consistent built momentum.
THE IMPACT
The transformation wasn’t gradual - it was exponential.
Early Meta campaign
1 ad
£300/month
Reach: 45,000
Revenue: ~£15K/month
Optimised Meta campaigns
3 ads
£600/month
Reach: 240,000+
Engagements: 4,500+
Revenue: £1.2M turnover
Google Ads
6 month period
2,865 conversions
Impression: 67,000+
CPC £0.65
Conversion Rate: 20.27%
SEO
Increased organic rankings for key phrases to 2nd in Google Search.
Ranked 1st in AI search results for key phrases.
What they said
“Cross Origin has transformed my business beyond recognition. I was always busy but getting frustrated by the types of jobs I was doing. I’d done my own Facebook ads, and the odd social media post but they just didn’t work. Now I’m receiving high value enquiries every day and I’ve built a business that supports a team of seven. Cross Origin know what they are doing and I wouldn’t hesitate to recommend them. The results speak for themselves!”
Daryl Herring, Managing Director, PHI Builders
Delivered by Cross Origin
- Rebrand and brand positioning
- SEO website content
- Google Ads campaign
- Social media management
- Paid media (Meta and Google Ads) strategy