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We're pleased to share that Coppett Hill Growth Advisory has been named a finalist for Actum Group's Value Creation Advisory Firm of the Year: Revenue Growth. We’re grateful to our clients for their continued trust, and to our team for their contribution to this recognition. The winners will be announced at the awards ceremony on the 19th March.

Congratulations to our client LDC on partnering with Frankham Group (Frankham) , a leading property and construction consultancy.   Frankham  has become one of the UK’s leading multidisciplinary consultancies for the built environment. Today, employing c.250 people, it delivers a broad range of end-to-end services, spanning fire and building compliance, surveying and project management, engineering, and design. It has over 700 private and public sector clients and works on projects across the housing, infrastructure, commercial and other sectors.   Coppett Hill provided Go-To-Market due diligence (GTM DD) support to LDC, prior to completion. This included an appraisal of Frankham Group's go-to-market maturity, assessment of the business plan, and recommendations for post-investment value creation.   We wish Management, led by Richard Chitty, and the LDC team, led by Tom Jervis, Eliza Morton and Nicol Fraser, all the best for the next stage of growth.

Congratulations to our client Baird Capital on completing their investment in Rapid Energy , a specialist provider of rapid-response and mission-critical temperature control hire solutions, supporting commercial and industrial customers across the UK. The business supports organisations during planned shutdowns, unexpected HVAC failures, and periods of peak demand, helping maintain operational continuity with reliable heating, cooling and climate-control systems.   Coppett Hill provided Go-to-Market Due Diligence (GTM DD) support to Baird Capital, prior to completion. We focused on the strength and scalability of the commercial model, including an assessment of the growth plan. This was supported by a detailed analysis of commercial performance, search marketing trends and close engagement with management. Our work highlighted opportunities for go-to-market value creation post-investment.    We wish Management, led by Julien Fougere, and the team at Baird Capital all the best for the next stage of growth.    If you would like to learn more about the work we are doing with investors on Go To Market due diligence, please get in touch.

Congratulations to our client Baird Capital for completing their investment in autoLOTO , a cloud-based software and services company that helps organisations automate and enhance safety procedures in the built environment. Our work focused on autoLOTO’s growth potential, scalability, and ability to expand its service offering into adjacent markets. The investment provides a strong platform for the next phase of autoLOTO’s growth journey. We wish the autoLOTO management team and Baird Capital every success as they build on a strong foundation. If you would like to learn more about the work we are doing with investors on Go To Market due diligence , please get in touch.

With 50% of consumers using AI-powered search today , AI and Large Language Models (LLMs) have become the central topic of many conversations within marketing teams. If you are a business owner, a marketing leader, or even an investor, you have no doubt been wrestling with the topics for the last year. This post intends to serve as a single, comprehensive guide to understanding both the “why” and the “how” of LLM marketing. Why should I care about the impact of AI on digital marketing?   Relying on leads only finding your website through traditional search is becoming increasingly unrealistic today. Over the last year, research behaviour has undergone a major shift, with LLMs starting to become the new front doors to your business.  While Google still wears the crown for the place people research, AI is clearly disrupting the mix. Queries that generate AI Overviews (AIOs) have increased by 16 percentage points since October 2024, and informational LLM queries, by 11 points.  This appears to have impacted user behaviour, with our clients receiving an increase in website searches, but a reduction in website traffic. Many users are starting to prefer the easy-to-access, synthesised information they receive from LLMs and AIOs, over manually researching and reviewing websites. We are becoming lazier!  It also seems that users are quicker to make a decision based on this AI-generated information. Across our clients, we have noticed that the conversion rate of AI-referred traffic is meaningfully higher than the conversion rate of organic traffic.  Conversion Rate: Organic Traffic vs AI Referral Traffic   I am not saying to completely neglect traditional Google Search as a channel, far from that. Recent evidence actually suggests that LLMs complement search engine use rather than displacing it .   However, it has never been more important to ensure that your business is appearing in AI-generated answers because if not, you seriously risk being left behind. How do I increase my AI visibility?   Firstly, there are three ways to be visible in AI-generated answers:  Three Ways to be Visible   Mentions – direct brand callouts in a response  Citations – links included in a response for user navigation  Sources – websites used to generate info in the response  To understand how to get your brand to appear as these, we must first touch on how LLMs work.  LLMs are machine learning models that generate direct, coherent and contextually relevant answers to user queries. They use pattern recognition to best match the user’s query with information obtained from two places:  Training data  And the web (the process of getting this information is called Retrieval Augmented Generation, or RAG)  In short, your brand’s visibility essentially comes from these two inputs. And naturally, the more you shape the information feeding into them, the more your brand will show up in AI responses.  The challenge with training data is that training only happens once per model. In other words, you have very limited influence over what gets baked into the internal knowledge base. On the other hand, web retrieval is different. It happens in real-time, and works through a process called query fan-out.   Query Fan-Out      The LLM segments a user’s prompt into shorter queries with varied intents  These fanned-out queries are run through search engines (like Google)  AI bots are distributed onto websites that appear in the results pages for these queries, and pick out relevant and credible information  The information is synthesised  Finally, a response is created  This is what you can optimise for, with many businesses seeing success from their efforts. For example, Ramp, an accounts payable business, applied various retrieval optimisation strategies, and within 1 month they increased their visibility by 19 percentage points.   The following article in this series will delve into the practical steps that can be taken to improve AIO and LLM visibility.  If you would like to see how your business benchmarks with our AI trackers or discuss your company’s approach to AI disruption in search marketing, please contact us.

The cat’s out of the bag; on January 16 th , OpenAI officially announced that ads are coming to ChatGPT.  However, don't get too excited because it is still in early stages of development and there is a lot that is still left unknown.  Here’s everything that we know about ChatGPT ads so far.  Where will users see ads?   Ad testing has begun for logged-in adults in the U.S. on the free and Go tiers (low-cost subscription).  ChatGPT Plus, Pro, Business, and Enterprise subscriptions will not show ads.  What shapes the ads users see? Current chat topic Historical ads users hide or engage with Past chats and memory OpenAI have made it possible for users to switch off ad personalisation. What will the ad format look like?   Ads will not influence the response that ChatGPT gives you.  OpenAI gives an example of what the first ad formats they plan to test might look like Instead, when there is a relevant, sponsored product or service based on your current conversation, ads will appear at the bottom of responses, and will be clearly separated and labelled.  New ad experiences are also in development that go beyond static messages and links. For example, an interactive ad where users can ask direct questions to the brand.  OpenAI gives an example of how interactive ads could let users engage directly with brands As an advertiser, what insights do you receive? You will only be able to see aggregated ad views and clicks , and will not be able to see more granular items like a user's personal details or conversation logs. As an advertiser, how do you advertise on ChatGPT?   At the moment, you can only share your interest in advertising . OpenAI have remained vague about when and how you will actually be able to implement ads – there is no ‘self service’ platform available yet.  There are rumours that the ads take a pay-per-impression (PPM) model .  However, whether this will remain true after the testing period, who knows?  As soon as we have concrete information about the topic, we will be first to let you know.  For now, instead of just waiting for ads to officially release, it is important to focus on organic visibility in both LLMs and search engine AI Overviews . If you would like to see how your business benchmarks with our AI trackers or discuss your company’s approach to AI disruption in search marketing, please contact us.

Congratulations to our client Gresham House Ventures for completing their investment in Veremar k, a leading global workplace trust company, which recently ranked number 40 in The Times fastest growing technology companies.  Coppett Hill provided Go-To-Market due diligence (GTM DD) support to Gresham House Ventures, prior to completion. This included an appraisal of Veremark’s go-to-market maturity, a detailed review of the online search marketing opportunity and competitive environment, an assessment of the business plan, and recommendations for post-investment value creation.    We wish Management, led by Daniel Callaghan, and the team at Gresham House Ventures all the best for the next stage of growth.    If you would like to learn more about the work we are doing with investors on Go To Market due diligence, please get in touch.

We're pleased to share that Coppett Hill Growth Advisory has been named a finalist in this year's Real Deals Private Equity Awards Value Creation Adviser of the Year category. We're grateful to the clients who place their trust in us and proud of the team behind this recognition. Value creation is difficult, and this nomination makes us even more determined to deliver great work. The winners will be announced at the Real Deal Private Equity Awards ceremony on 15th April.

Congratulations to our clients J&J Fulfilment and LDC on the successful exit to QLS , a Netherlands-based eCommerce fulfilment specialist. J&J is Europe’s largest independent eCommerce fulfilment provider, serving more than 350 high growth mid-sized brands and online retailers.    This was Coppett Hill’s first project supporting investor-backed businesses preparing for exit . We worked with the Management team at J&J Fulfilment across a number of areas, including:  A review of the current approach to marketing, sales and account management  Recommended go-to-market improvements to be implemented prior to exit  Opportunities for go-to-market value creation post-exit, validated by data  Buyside questions to anticipate, including materials for management presentations    We wish Management, led by Emma Dempsey, all the best for the next stage of growth.  If you would like to learn more about the work we are doing with investors on Go To Market exit preparation , please get in touch.

Congratulations to our client LDC for backing the management buyout of Taking Care , a leading provider of technology-enabled care products and services, from AXA Health.  Taking Care provides personal alarms, smart home monitoring products and associated monitoring and emergency call response services for elderly people to enable them to live safely and independently in their own homes. The company supports over 150,000 end customers across the UK, has excellent customer ratings and is the exclusive telecare provider to Age.    Coppett Hill provided Go-To-Market due diligence (GTM DD) support to LDC, prior to completion. This included an appraisal of Taking Care’s go-to-market maturity, a review of the online search marketing opportunity, mystery shopping, assessment of the business plan, and recommendations for post-investment value creation.    We wish Management, led by Steve Gates, and the LDC team all the best for the next stage of growth.    If you would like to learn more about the work we are doing with investors on Go To Market due diligence , please get in touch.