Google Ads Readiness Assessment

Which Site Will Generate More Leads?

A six-way comparison of lead generation capability for Google Ads — the current Heavey site, two Irish competitors, two leading UK competitors, and the new Heavey site.

Ireland
United Kingdom
Current IE
heaveytechnology.com
31%
Categories won: 0 of 5
ADC IE
adcbarcode.com
46%
Categories won: 0 of 5
AIS IE
aisltd.ie
50%
Categories won: 0 of 5
TBW UK
thebarcodewarehouse.co.uk
72%
Categories won: 0 of 5
B-UK UK
barcode-uk.com
40%
Categories won: 0 of 5
Leader
New IE
Staging Site
76%
Categories won: 5 of 5

Feature-by-Feature Breakdown

Lead Capture Tools
35%
55%
60%
78%
40%
80%
Current
Request a Quote page and labels inquiry form, but no live chat, no prominent phone, no sticky CTAs.
ADC
Contact form, phone, physical address. General/Technical/Remote support channels. No live chat, no product-specific inquiry.
AIS
Contact page with form, phone number visible. No live chat, no demo scheduling, no product-page CTAs.
TBW
Segmented phone lines (Sales, Support, Repairs), sales email, B2B ecommerce checkout. No live chat, no demo scheduling, no consultation booking.
B-UK
Email only in header, no visible phone number, no live chat despite HubSpot code. Add-to-cart model, no inquiry flow.
New
Live chat widget, demo scheduling form, multi-product inquiry list, Request a Quote and Ask an Expert CTAs on every product page, Talk to Expert floating mobile button, sticky bottom bar with call/search/compare/inquiry shortcuts.
Mobile Experience
45%
50%
55%
75%
50%
77%
Current
Astra theme provides responsive layouts but no mobile-specific CTAs, no click-to-call, no bottom bar.
ADC
Standard WordPress responsive design. No mobile-specific CTAs or bottom bar. Aggressive firewall may block crawlers.
AIS
Legacy CMS with .html URLs. Basic responsiveness but no mobile-first design, no mobile CTAs or touch optimisation.
TBW
Deliberate responsive redesign on tradeit platform. Functional mobile nav. But no mobile-specific CTAs, no bottom bar, no sticky call button.
B-UK
Dated Bootstrap 3-era responsive. 12+ CSS files, 15+ JS files loaded synchronously. Full-screen loader blocks content. No mobile CTAs.
New
Purpose-built mobile UX with sticky bottom bar (Call, Search, Compare, Inquiry), floating Talk to Expert button with pulse animation, slide-out menu, 44px+ touch targets, safe-area handling, lazy loading.
Google Ads Landing Quality
25%
45%
50%
72%
35%
78%
Current
Thin product pages with no CTAs, no pricing, no specs above fold. No dedicated landing pages.
ADC
Category and solution pages could serve as landing pages. Aggressive firewall risks blocking Google ad verification bots.
AIS
Informational pages rather than conversion-optimised. No above-fold CTAs or inline quote forms. Built for organic browsing, not PPC.
TBW
Product pages with pricing, specs, stock status. B2B ecommerce checkout. Resource centre and blog. Clear product CTAs. Professional design. Good for purchase-intent keywords.
B-UK
Full-screen loader and cookie modal block content on load. No strong above-fold CTAs. Hero carousel is informational. Would score poorly on Quality Score.
New
Three dedicated Google Ads landing pages (Barcode Scanners Ireland, Label Printers Ireland, Warehouse Solutions) with hero sections, benefit grids, FAQ sections, dual CTAs, and trust signals. Free buying guide downloads as lead magnets. Product pages enriched with specs and expert CTAs.
Product Comparison & Research
10%
30%
30%
62%
20%
72%
Current
No comparison tools, no filtering by specs, no research resources.
ADC
Some blog guides (scanner buying guide, print head maintenance), but no comparison tools or shortlist.
AIS
Barcode advice section, machine vision guides. No side-by-side comparison or spec-based filtering.
TBW
Blog with buying guides, whitepapers on RFID. Brand and category browsing. No built-in side-by-side comparison or spec-based filtering.
B-UK
Information centre with RFID and barcode articles. Basic tabbed browsing. No comparison tools, no advanced filtering, no research resources.
New
Built-in compare tool, multi-product inquiry list, 12-dimension filtering (IP rating, ruggedness, connectivity, price tier). Three comprehensive buying guides (2,000+ words each) covering barcode scanners, label printers, and mobile computers with FAQs and comparison tables.
Search & Navigation
40%
52%
55%
74%
55%
75%
Current
Search bar with schema markup, 12 categories, 17 brand pages. No autocomplete, no faceted filtering.
ADC
Logical hierarchy with clean SEO-friendly URLs. Industry solution pages as alternative nav. No search autocomplete or advanced filters.
AIS
Clear top-level categories, sub-categories by machine type and product shape. Dated CMS with numbered URLs. No autocomplete or faceted filtering.
TBW
Dual navigation: browse by category and by brand. Well-nested subcategories. Blog provides discovery paths. No autocomplete or spec-based filtering.
B-UK
9-category mega-menu with Schema.org markup, brand browsing. Basic keyword search, no autocomplete. 5+ clicks to reach product variants.
New
AJAX search with autocomplete, series-level navigation, 12-dimension filtering, breadcrumbs on all pages.
Recommendation

The new Heavey site scores 76% for lead generation readiness — winning all 5 categories outright. It leads in lead capture (live chat, demo scheduling, multi-product inquiry), mobile experience (sticky bottom bar, floating expert button), Google Ads landing quality (three dedicated landing pages with buying guides), product comparison (built-in compare tool, 12-dimension filtering), and search & navigation (AJAX autocomplete, series browsing). The Barcode Warehouse remains the closest competitor at 72%, strong on product depth and ecommerce checkout. To extend the lead further: add multi-angle product images, embed lead capture forms directly on landing pages, and integrate Trustpilot or Google Reviews for social proof.

Competitor Profiles

The Barcode Warehouse🇬🇧
Newark — 35+ years, 270+ staff, UK's largest AIDC reseller

Exceptionally deep catalog with buy/lease/rent options. In-house label manufacturing. B2B ecommerce with pricing and stock status. Trustpilot reviews, ISO 9001:2015, Zebra Premier Partner, Honeywell Platinum Partner. Innovation Centre opened 2022.

Weaknesses: No product comparison tools, no mobile conversion flow, no demo scheduling, no live chat.
Barcode-UK🇬🇧
30+ Years — 9 categories, thousands of SKUs

Comprehensive catalog spanning barcode, RFID, EPOS, ID cards, wireless networking. Pricing and stock status displayed. Information centre with articles.

Weaknesses: No visible phone in header, full-screen loader blocks content, Bootstrap 3-era design, no testimonials or case studies on site, no comparison tools.
ADC Barcode🇮🇪
Rathcoole — Est. 1988, Zebra/Honeywell/Datalogic partner

38 years in business. Industry solutions focus with pharma/FMCG testimonials. In-house engineering team. Clean URL structure with solution pages.

Weaknesses: No comparison tools, no mobile CTAs, generic lead capture, aggressive firewall may block Google bots.
AIS Ltd🇮🇪
Dublin & Cork — ISO 9001:2015, 100+ staff

Strongest trust signals among Irish competitors: enterprise client logos (Abbott, Medtronic, Diageo), case studies, testimonials, ISO certified. Broadest range including labelling, vision, robotics.

Weaknesses: Legacy CMS with numbered URLs, no mobile CTAs, no product comparison, no contextual lead capture on product pages.

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Prepared for Heavey Technology management · February 2026