Latitude 43
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paidmedia@latitude43.co.uk
0113 541 3643
Analytics Paid Media Website & UX

ESP Play

The Opportunity.

ESP Play is one of the UK’s leading designers, manufacturers, and installers of playground and outdoor learning environments. Despite a strong market position, its digital marketing wasn’t delivering the volume or quality of enquiries the business was capable of generating.

The website had become dated, slow to load, and was impacting user experience, conversion rates, and paid media performance. At the same time, the Google Ads account had evolved over many years without a clear strategic structure, resulting in inefficiencies, missed opportunities, and rising acquisition costs.

Latitude 43 was engaged to modernise ESP Play’s digital presence and build a scalable lead generation strategy capable of supporting long-term business growth.

 

Task

Modernise ESP Play's website and rebuild its Google Ads account from the ground up, implementing 4,000+ optimisations across structure, targeting and tracking, to turn an underperforming digital presence into a scalable B2B lead generation engine.

  • Strategy

    Paid Media, Analytics, Website & UX

  • Client

    ESP Play

Open Project

The Solution.

We began with a comprehensive Digital Growth Audit to understand the customer journey, website performance, analytics, and paid media landscape before developing a clear strategy for growth.

The website was redesigned and optimised to improve speed, usability, mobile performance, user experience, and conversion, creating a stronger foundation for lead generation.

Alongside the website improvements, we completely transformed the Google Ads account, implementing more than 4,000 optimisation changes across campaign structure, keyword strategy, bidding, audiences, ad copy, negative keywords, extensions, conversion tracking, and landing page alignment. We also introduced additional paid media channels to expand reach, diversify acquisition, and capture demand across the full customer journey.

Everything was supported by enhanced analytics and conversion tracking, providing complete visibility into performance and enabling continuous optimisation.

The Results.

The transformation has created a high-performing digital growth engine that continues to deliver measurable commercial results.

Today, Latitude 43 generates thousands of qualified B2B enquiries every year for ESP Play through a fully optimised website and integrated performance marketing strategy. Lead quality has improved significantly, campaign efficiency has increased, and the business now benefits from a consistent pipeline of high-value sales opportunities.

By combining strategic thinking, technical expertise, website optimisation, and performance marketing, Latitude 43 has helped transform ESP Play’s digital channels into a scalable platform for sustainable long-term growth.

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