To remember
- Getting the audience-message match right makes everything else easier. The tests let us figure out which value proposition and visual style worked for each audience on each channel. Once we had that playbook, performance jumped significantly: over 100 leads per month, with around 80% rated as relevant by Domofen's sales team.
- We have a small audience, creative fatigue is your biggest enemy. French-speaking Switzerland is a limited market. Frequency builds fast, and if you're not constantly refreshing creatives, performance falls off. There's no shortcut here.
- A full-funnel setup only works if each stage actually feeds the next. Awareness campaigns build the retargeting pools, retargeting warms up the bottom-funnel audiences, and conversion campaigns close the loop. Get the plumbing right and the whole thing starts to run on its own.
- You can't do real SEO on a site you don't control. Moving off the proprietary CMS wasn't optional. Without technical ownership of the site, every SEO fix is a workaround, and the results stay shallow.
Challenge
Digital transformation: restructuring acquisition to reduce client concentration and build a scalable lead engine
Before working with Bulldozer, Domofen had a structural acquisition problem. The company had a solid client base, but a dangerously concentrated one: 60 accounts representing 80% of revenue. Like many players in the construction sector, commercial prospecting was still largely traditional. The company was spending up to €50,000 a year on TV advertising, while digital marketing was barely touched: a monthly budget of around €200, underperforming Meta campaigns, a minimal LinkedIn presence, and almost no performance tracking. There was no reporting system to measure what was working or guide where money should go.
Domofen's strategic repositioning called for a complete overhaul of its digital acquisition approach. The goal: build a reliable system capable of generating qualified leads at scale, with clear measurement, while laying the groundwork to reach new audiences like architects and specifiers. On the SEO side, the website had serious technical issues: a restrictive proprietary CMS, slow load times, unindexed pages, broken hreflang tags, and no content strategy to speak of.
Strategy
Acquisition rebuild: full-funnel multi-channel strategy, advanced tracking and B2B-focused targeting
The approach was a full rebuild: a multi-channel full-funnel strategy, a shift toward professional audiences, content tailored to each target, and a proper tracking system put in place from day one.
A. Acquisition Architecture and Full-Funnel Strategy
- Three distinct stages: Acquisition (paid performance, field research, network activation), Activation (scoring, tiering, nurturing), Revenue (RevOps optimization, ongoing)
- Each platform given a clear role: Meta Ads for lead generation via landing pages, Google Ads for capturing high-intent search traffic, LinkedIn Ads for reaching decision-makers and specifiers
- Priority on B2B audiences and qualified, intentional traffic
- SEO overhaul planned with migration from the proprietary CMS to WordPress to regain full technical control
- A redirect plan put in place to protect the authority of existing pages during the migration
B. New Marketing Stack and Differentiated Targeting
- Full HubSpot CRM deployment, connected to the client's entire stack: ERP, financial tracking, fully customized to their business (custom objects, advanced automations, complete tracking)
- Domofen's total addressable market mapped and loaded into the CRM
- Brand platform workshops to sharpen positioning
- Full website rebuild including:
- Clear separation between B2C content (brand awareness) and professional content (authority and business pages)
- Distinct editorial targeting for the two main audiences: joiners (existing partners and distributors) and architects (strategic specifiers)
- Specific value proposals, differentiated messaging, and tailored ad creatives for each audience
- On Meta: behavioral data and CRM-based lookalike audiences
- On LinkedIn: targeting by job function, industry, and location to reach the right decision-makers directly
- On Google Ads: campaigns built around high commercial intent keywords (PVC window supplier, PVC door manufacturer, professional joinery)
- In-depth keyword research mapped by target audience
- Product category pages rebuilt as product listing pages to match search intent
C. Creative Testing
- Multiple value proposals tested at the same time: “Trust that lasts,” “Your customers will see the difference,” “Swiss craftsmanship, for every project,” “Bold has never been this durable”
- Each message adapted across formats: joiners at work, product close-ups, workshop atmospheres, carousels, static images, short videos
- On Meta: Immersive Formats with Integrated Lead Gen Forms
- On LinkedIn: professionally toned creatives focused on client benefits
- On Google: responsive search ads with multiple headline and description combinations running simultaneously
- Frequency Tracked Closely to Catch Creative Fatigue Before It Hits Performance, with Regular Refreshes to Keep Engagements Up
- Internal linking cleaned up and thematic clusters built to strengthen commercial pages
D. Tracking and Performance Management
- Full conversion tracking deployed across the site and landing pages
- HubSpot forms with a hidden source field to trace the exact origin of every lead (URL, UTM, channel)
- Server-side tracking to ensure clean, reliable data flowing into the CRM
- Weekly dashboard consolidating the metrics that matter: impressions, clicks, CTR, cost per click, leads, cost per lead, conversion rate
- Budget reallocated in real time based on what was actually working
- Lead scoring set up to separate MQLs from SQLs and keep the sales team focused on the right opportunities
- Netlinking built through the professional network and construction industry partnerships
- Technical SEO cleaned up: 404 errors, duplicate content, hreflang tags, page speed
Results
Controlled CPL and scalable engine supporting sustainable revenue growth
- Average cost per lead stabilized below €80 in 2026
- A sustainable acquisition engine in place, built to scale progressively toward the target of 20% revenue growth
