TL;DR
- To know what a channel is worth, the sales rep's score comes before attribution. Linking lead source to revenue is a project when the CRM doesn't carry UTMs. A 0 to 3 score entered by the sales team in a Google Sheet already answers the CEO's question: which channel brings me serious customers.
- The cheapest channel per lead isn't the one bringing the best-rated leads. SEO leads score 2.4 out of 3 on average, Meta leads 0.6. A budget split on cost per lead alone would miss that gap.
Challenge & objective
€12,000 a month in media and no view of which channel brings customers
Isolution grew on referrals from architects and energy auditors, and on word of mouth. Online, the brand barely showed up on renovation searches, and its Google campaigns were generic ones inherited from a previous agency.
Demand is seasonal. Homeowners search in winter, while summer is the right time for the work, and the Walloon renovation grant scheme changes in autumn 2026.
With €12,000 a month going into Google and Meta, the CEO wanted to know which channel brought him customers. His trade CRM doesn't record where leads come from.
Strategy
Paid, built around intent
First job: defining a lead. The Google Ads account counted page views as conversions. A lead is now a form (contact or grants) or a phone call, nothing else.
The account was then rebuilt into six campaigns, one per intent: PMax Roofing, Insulation Company, Insulation Services, Ventilation & Windows, Walloon Grants, Attic Insulation. Meta has a different job: creating demand from April to September, when Google has no intent left to capture.
SEO, in the order of the CEO's priorities
Roofing is Isolution's growth bet for the next three years, so content follows that order, six pieces a month, linked into existing pages every month. Charleroi was dropped from upcoming local pages because the leads it sent couldn't pay.
Measurement, at the level the CEO reads it
Every lead is listed with its source and a 0 to 3 score given by the sales team. Linking those leads to revenue is the next step.
Results
- Google Ads CPL cut nearly 4x in nine months: €264 in month one, €121 in month four, €68.50 in month nine.
- Google Ads leads: +37% after three months, +88% after nine. In the last month measured, 137 leads for €9,378 in spend. Media budget went from €12,000 to €10,000 a month with no drop in volume.
- The campaign that drives volume isn't the cheapest. PMax Roofing brought 256 conversions over six months at €80 per lead. Ventilation & Windows came in at €77, and in the last month Insulation Company dropped to €52 against €63 for PMax.
- Non-brand SEO traffic: +21%, driven by 25 pieces of content produced in two months, all published on schedule.
- 30% market share on tracked keywords for the core trades: walls, facades, roofs, attics.
- An additional Tracking engagement signed, to link every lead to revenue.
