Driving growth for automotive security leader Locks4Vans

 

Locks 4 Vans is a recognised leader in van security, supplying innovative locking systems to tradespeople and fleet operators across the UK and Europe. As demand for automotive security continues to grow, the business has focused on strengthening its digital presence to reach high-intent customers and drive consistent lead generation.

Since November 2024, Pillory Barn has been a strategic marketing partner to deliver a digital campaign, with a strong focus on Google PPC. Our role has been to increase conversions and support long-term growth in a highly competitive search landscape.

We began by restructuring the Google Ads account to align with best practice, creating clearly defined campaigns and ad groups to improve visibility, budget control and performance tracking. This provided a strong foundation for scaling activity and making data-led decisions. With reliable conversion data in place, we transitioned the account to a Maximise Conversions bidding strategy, allowing campaigns to respond dynamically to user intent and deliver stronger results over time.

We introduced new ad variations across all campaigns, alongside dynamic keyword insertion to ensure ads closely matched user searches. This has helped to significantly improve click through rates and quality scores, while keeping messaging relevant and responsive.

Alongside campaign optimisation, we enhanced tracking and measurement through improved integration between Google Tag Manager and Google Ads, ensuring greater accuracy and consistency in reporting.

Search term analysis, keyword refinement and ongoing A/B testing continue to drive incremental gains, supported by regular performance reviews and collaboration with a dedicated Google representative.

To further extend reach and support brand awareness, we introduced targeted display advertising and refreshed campaign imagery, creating a more cohesive and engaging user journey from first impression through to conversion. This activity is complemented by ongoing content creation across web and social channels, helping to strengthen SEO performance and position Locks 4 Vans as a trusted authority in van security and the wider automotive supply chain.

The results in 2025 reflect a strong period of growth and sustained performance. Campaigns delivered 3,960 total conversions, including 1,950 high-quality phone enquiries and 1,840 lead form submissions, supported by an average click through rate of 13.05%. These results demonstrate the impact of a well-structured, insight-led PPC strategy combined with continuous optimisation.

This growth trajectory contributed to a milestone for the business, with Locks 4 Vans being acquired by Rhino Products Group in 2026. The acquisition is a clear endorsement of the brand’s strength and future potential, and marks the beginning of a new phase within a wider group of complementary automotive brands.

Pillory Barn is continuing to support Locks4Vans as part of this next chapter, ensuring that digital marketing performance remains strong.