Case Study: CGBS Ltd (Commercial Gas Boiler Service Ltd.)

Client: CGBS Ltd (now Re-branded Flair Facilities)
Sector: Commercial Heating & Engineering
Tenure as SEO/PPC consultant: 4.1 Years
Services Delivered: SEO Strategy, Website Development, PPC Campaigns, Competitive Analysis
Website: www.flairfacilities.co.uk

The Challenge

When I began working with CGBS Ltd (now Flair Facilities)., they were a newly formed business with just three field engineers covering the Greater London area. Their online presence was limited, and their Joomla-based website was underperforming in both visibility and user engagement. The challenge was to position them as a leading provider of commercial boiler services in one of the UK’s most competitive markets.

The Solution

 Website Transformation

I redeveloped their website from the ground up, migrating from Joomla to WordPress to enable greater flexibility, better performance, and easier content management. The new site was built with SEO-first architecture, optimised for speed, conversion, and mobile responsiveness.

In-Depth Competitor Analysis

To gain a competitive edge, I conducted deep research into major market players including Pimlico Plumbers, JLA London, PHS Engineers London, PES Heating, and others. I performed gap analyses to identify weaknesses in their strategies, which allowed us to exploit missed keyword opportunities, improve user experience, and outpace them organically.

SEO Implementation

I developed and executed a full-scale SEO strategy, including:

  • Technical SEO (site structure, speed, crawlability)

  • On-page SEO (content optimisation, metadata, keyword targeting)

  • Off-page SEO (authority-building through targeted backlink acquisition)

Pay-Per-Click Growth Strategy

As organic traffic and leads grew, I rolled out targeted PPC campaigns to complement SEO and drive high-intent enquiries. These campaigns were continually refined for conversion efficiency and cost-effectiveness. The ROI was significant and accelerated annual turnover by 1455% 

The Results

  • From £90K to £160K in annual revenue within the first 9 months

  • Reached £1.4 million in turnover within two years

  • Page-one rankings for high-value commercial boiler keywords

  • Outranked major industry competitors in organic search

  • Significant increase in inbound leads and commercial contracts

Testimonial

“The work carried out was transformative. We wouldn’t be where we are today without the website and digital strategy Michael created for us.”
— Tyler Sciberras , Marketing Manager CGBS Ltd.

Key Takeaways

  • Strategic site migration and rebuild can unlock SEO growth

  • Deep competitor analysis can identify exploitable gaps even in saturated markets

  • SEO combined with targeted paid search creates a powerful compound effect

  • Measurable, sustainable growth is possible for newer businesses with the right roadmap