Enhancing Littlefish’s Digital Presence with UX, SEO and PPC

Client overview

Littlefish Group is an award-winning Managed Service Provider (MSP) offering a wide range of solutions, from IT support and cyber security to cloud services and strategic consultancy. Known for their people-first approach, Littlefish Group is committed to delivering world-class IT services to both national and international clients.

We have been working with Littlefish Group since 2022, supporting their growth through organic and paid search. Following their rebrand to Littlefish Group and acquisition of Storm, an Ireland-based IT company, we designed and developed their new website to reflect their new visual identity and expanded service capabilities.

Visit Website

Web design & development

Littlefish had been planning a website refresh for some time, but their rebrand to Littlefish Group and acquisition of Storm accelerated the timeline. The rebrand brought new services into the business which the existing site structure couldn’t accommodate.

The previous website had navigation that went four levels deep in places. Users had to click through multiple layers to find information, creating friction in the user journey. We rebuilt the navigation to a flatter, more accessible structure, organising content into categories that sit at surface level in the dropdown menus.

The design incorporates an expanded colour palette that Littlefish Group was keen to use across its service pages. Our design team then adjusted certain shades to meet WCAG 2.2 AA colour contrast requirements. The result is a cleaner, more contemporary aesthetic with better use of whitespace and visual hierarchy that reinforces professionalism from the first touchpoint.

As with all our website projects, the site was built as a bespoke WordPress theme without page builders, keeping the code clean and performant. For Littlefish Group we developed a range of bespoke elements; these included custom post types for case studies and news articles, along with flexible page templates that give the team control over layouts while maintaining design consistency.

One of the standout features is an interactive solutions wheel that links directly to their service offerings. This helps visitors quickly understand the breadth of Littlefish Group’s capabilities while providing clear pathways to relevant pages. Since launch, we’ve continued to manage their WordPress infrastructure through regular updates, performance monitoring and proactive security measures.

Built to meet WCAG 2.2 AA standards
Custom Gutenberg blocks for flexible content management

SEO & AI search optimisation

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increase in conversions from form submissions and phone calls since same period last year.

Our SEO strategy for Littlefish Group focuses on driving organic traffic while improving their visibility in AI search. We perform continuous on-page optimisation, where we refine existing pages and create new content that targets relevant search terms.

Part of our strategy involves implementing structured data to help search engines better interpret and display Littlefish Group’s services in search results, as well as strengthening internal linking to pass authority to key pages. We also consider site speed, mobile responsiveness and crawlability.

As part of the website redesign, technology partnerships and vendor relationships were given dedicated space in the navigation menu. For many prospects in the IT and cyber security sector, knowing which platforms a provider works with is part of the evaluation process, so making this information immediately accessible helps build credibility and strengthen E-E-A-T signals.

These efforts have contributed to a 61% increase in clicks, a 133% rise in search engine impressions and a 25% increase in organic conversions from form submissions and phone calls since the same period last year.

Search engine positions

Ranking #1 for key industry terms

Through extensive keyword research and content optimisation, we helped Littlefish Group achieve top rankings and placement in Google AI Overviews for high-intent search terms, including:

managed IT support services – Ranked #1 in Google AI Overviews, appearing at the top when businesses seek reliable IT support and management.
IT infrastructure services – Ranked #1, positioning them as leaders in designing, implementing and managing robust IT infrastructure solutions.
soc services – Ranked #1, establishing them as the preferred choice for businesses seeking security operations centre (SOC) solutions.

Paid media

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Our approach

Microsoft Ads Campaigns

We’ve been managing paid media for Littlefish Group for around 12 months, with a strategic shift to Microsoft Ads five months ago. This decision came from our SEO work, where we noticed through GA4 that Littlefish Group was receiving substantial organic traffic from Microsoft’s Bing platform, presenting an opportunity to reach this audience through paid media.

Their previous Google Ads campaigns weren’t delivering results. High CPCs and cost per acquisition, combined with low conversions, meant the budget wasn’t working efficiently. By moving focus to Microsoft Ads while maintaining a small Google brand campaign for visibility, we’ve been able to drive conversions while keeping costs competitive.

Campaign Structure

We’ve built a mix of campaign types to reach Littlefish Group’s target audience effectively. This includes Performance Max campaigns, standard Search campaigns and Audience ads that use LinkedIn data to target specific accounts. Targeting is UK-focused, with bid adjustments prioritising desktop traffic to reflect typical B2B conversion behaviour.

Ongoing Optimisation

We manage the campaigns through daily, weekly, monthly and quarterly tasks. This includes bid adjustments, ad copy testing, negative keyword management and performance analysis to keep the budget working as efficiently as possible.

Results

Consistent Performance and Strong Engagement

Over the five months since shifting to Microsoft Ads, the campaigns have delivered consistent month-on-month improvement across all key metrics. With an average CTR of 8.88% and an average CPC of just £0.10, the campaigns are driving high engagement while maintaining excellent cost efficiency.

Exceptional Return on Investment

The campaigns have generated 177 conversions with a return on ad spend of 77,828%. For every pound spent on Microsoft Ads, Littlefish Group is seeing £778.28 in attributed revenue. This exceptional level of performance demonstrates how the strategic platform shift and ongoing optimisation have transformed paid media into a highly profitable channel for the business.

Reliable Lead Generation

The steady flow of conversions month on month means Littlefish Group can rely on paid media as a predictable channel for new business enquiries, supporting their growth across both their original services and the expanded capabilities from the Storm acquisition.

Strategic Platform Choice

By identifying the opportunity on Microsoft’s Bing platform through our SEO insights and making the strategic decision to focus budget there, we’ve been able to deliver significantly better results than the previous Google-only approach.

We're a tech, IT and SaaS marketing agency

Priority Pixels is a tech marketing agency, providing a full range of B2B marketing services, including web design, SEO, AI search optimisation and paid media. With experience working alongside IT support providers, SaaS platforms and technology consultancies, we understand the specific requirements of marketing technical products and services. If you have a project that requires specialist support, get in touch to discuss how we can help.