Fix the path before increasing the budget.
The company wanted more inquiries, but the people it already reached needed a better path to becoming customers. I helped improve that path before increasing advertising spend.
- Business
- Electrical and smart-home installation
- Engagement
- Fractional advisory, roughly one year
Over roughly a year, annual revenue moved from around €1.25M to approximately €2.4M. Qualified inquiries rose from around 120 to nearly 200 monthly, with much of the increase coming before additional spend. The business was getting more from the demand it already reached, alongside changes to pricing and partner routes.
What the business needed.
The installation company had a healthy service business and wanted more inquiries. It planned to raise its advertising budget, even though the landing pages were converting poorly. The engagement first looked at what a prospective customer encountered after clicking and what else the business could do with its existing relationships.
Where progress was getting stuck.
More spend would send additional people through the same weak conversion path. There were also opportunities in pricing, contact with former customers and partnerships with property managers. Working through those pieces gave the owner a broader set of choices than an advertising increase alone.
How I helped.
- I sequenced the work around improving the landing pages, then advertising quality and only then additional budget.
- I briefed and directed a page designer and paid-media specialist so the offer and acquisition work supported each other.
- I introduced a 10% price increase that the sales process could support.
- I designed customer reactivation and approaches to property managers and homeowners’ associations, creating additional ways to develop demand.
What changed for the business.
Over roughly a year, annual revenue moved from around €1.25M to approximately €2.4M. Qualified inquiries rose from around 120 to nearly 200 monthly, with much of the increase coming before additional spend. The business was getting more from the demand it already reached, alongside changes to pricing and partner routes.
Where I took responsibility.
I was responsible for the diagnosis, the order of the changes and the briefs for the landing-page designer and paid-media specialist. They built the pages and operated the ad accounts under my direction. I also designed the pricing, reactivation and partnership approach with the business.
Could this help your business?
If you are considering a larger advertising budget, first look at what happens after someone clicks. I can help you assess the offer and conversion path, then decide where a change in the page, follow-up or budget is most useful.
An anonymized engagement. Figures are rounded from client reporting and engagement records.
