Geographic recovery
How I found 129 excluded areas worth winning back
Reanalysing historic postcode exclusions with fresh CRM data to uncover new growth.
Full exclusion pool
Recovery candidates
Surfaced as opportunity
The challenge
Old exclusions were blocking new demand.
Exclusions made sense when they were added, but markets change. Some areas had quietly become valuable again.
Removing exclusions wholesale would bring back the waste. They needed a careful review.
What mattered most
The strategy
Controlled re entry, not a reset.
I used newer CRM data to decide which areas deserved another chance.
- 01Reanalysed 453 excluded postcodes using newer CRM data.
- 02Identified areas where commercial behaviour had changed.
- 03Built a controlled re entry plan rather than removing exclusions indiscriminately.
- 04Set clear thresholds for keeping or re excluding each area.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Exclusion review
From blocked to opportunity
The outcome
New growth from places the account had forgotten.
Of 453 excluded locations, 129 were identified for reconsideration, around 28% of the pool.
Each returns under controlled monitoring so growth comes without the old waste.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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