UK Waste Management Companies - Digital Marketing Benchmark Report, Q2 2025

The Q2 2025 benchmarking report for UK waste management companies has just been published. Learn how the top 12 UK waste management companies perform across the digital space.

The latest Q2 2025 benchmarking report for UK waste management companies has just been published. It covers the largest 12 UK waste management companies, including First Mile, Grundon Waste Management, Veolia, Beauparc, WasteManaged, Business Waste, Enva, Biffa, Viridor, Amey, FCC Environment, and SUEZ UK.

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks, and missed opportunities for other waste management companies to win brand exposure locally and online views. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key take-aways, please complete the enquiry form or schedule a call. 

Q2 2025 Winners Leaderboard

For a glance into just 6 of the metrics we evaluated these top 12 waste management companies on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing UK waste management companies or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each retailer based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will under-perform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK waste management companies was £1,475, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £43 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, both Amey and First Mile reported the lowest monthly cost-per-click (CPC) at £0, and WasteManaged has the highest at £359.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy  digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. UK waste management companies need to build trust with their consumers, which involves ensuring that their websites are free from errors, such as broken internal links, which could cause a user to become frustrated and leave the website.

In our previous audit, FCC Environment flagged 92 4xx errors. This quarter, FCC Environment has increased their 4xx errors to 187, continuing to make them the brand to watch. These errors can create a poor user experience, as visitors may get frustrated and leave a website with a 404 page.

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. For UK waste management companies, they’ll want to ensure their site is fast and well-prepared for customers to assess waste processing.

This quarter, the mobile site speed ranged between 78 and 23, with SUEZ UK flagging the slowest score. Mobile site speed is important for brands, as a slow-loading mobile site can lead to fewer completed purchases and increased bounce rates.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gage of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. The 11 UK waste management companies are online-only, so we’d expect to see a wide range of scores in domain authority.

A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter sat between 71 and 30, with Beauparc reporting the lowest DA score. This UK waste management company should consider building relationships with reputable websites with the same target audience to help increase their backlinks.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. We’ve noted that the cost-of-living crisis has impacted traffic levels in many sectors, with consumers putting off purchases of treats and expendables for later dates. However, as waste management companies are an essential component in daily life, we’d expect to see these brands maintaining performance year on year.

Business Waste was the only company to report a decrease of organic traffic on desktop (-31%). Meanwhile, 4 companies reported a decrease on mobile, including Business Waste (-43%). Though, Amey saw the biggest loss (-57%).

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a retailer can appear for universal search results without being strong in standard rankings. For UK waste management companies, ‘Local Pack’ and ‘People Also Ask’ results are useful ways of dominating SERPs and ensuring they can capture attention from users still looking for an in-person experience.

Business Waste secured the most Universal Search appearances (3,262), with the majority of these coming from ‘people also ask’ (2.600).

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for retailer new search terms as they enter Google’s index. Waste management companies may find it particularly useful to optimise for keywords showing both high-conversion intent and information-seeking phrases that may be more often searched at the consideration phase.

Veolia continues to secure the most longtail keyword appearances for position 3 (914) and positions 4–10 (2,030). On the other hand, Beauparc reported the fewest appearances for position 3 (1) and positions 4–10 (13). This company should ensure they’re using low-competitive, high-conversion longtail keywords throughout their website.

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads provide an opportunity for waste management companies to quickly reach audiences looking for waste management quotes and to use as a platform to inform/education online audiences.

We’ve included screenshots of Biffa’s sponsored Facebook posts. This UK waste management company included branded imagery to help them stand out to social media users at a glance. 

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your retailer engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Though Facebook advertising can be used to boost visibility for brands on the platform, having a strong portfolio of content to draw upon helps build a connection with your audience, as well as providing helpful content that guides them down the conversion funnel.

Amey has the most Facebook Likes (6,200) — the same as last quarter. First Mile saw the most Instagram followers (10,600). All brands should create and follow a social media strategy that focuses on consistency to help develop a reliable, strong social media presence.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Waste management companies should be particularly mindful of having an accessible site, as being poorly prepared for visually impaired users could not only lose customer confidence but look very poor for their brand!

In our previous report, Veolia flagged 305 accessibility alerts. This quarter, Veolia remains the company to watch, and they’ve increased their accessibility alerts to 307. Meanwhile, Business Waste reported the most contrast errors (23).

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee..