We audited the existing account and identified several opportunities to improve both performance and reporting. Campaigns required consolidation, Residential and Commercial activity needed clearer separation, and lead quality was largely invisible beyond the initial enquiry. We also identified untapped opportunities within the Commercial market, creating dedicated campaigns for the education sector to better match demand from schools and nurseries.

Working alongside Home Front, we integrated Zoho CRM into Google Ads and introduced deeper funnel conversion stages including Qualified Lead, Fact Finding and Deal Closed. This allowed us to understand which keywords, campaigns and channels were generating genuine sales opportunities rather than simply low-cost enquiries, while also recognising the higher commercial value of phone calls and reinstating them as a primary optimisation signal.

With better visibility across the sales journey, we could validate which activity was driving real business growth. The new data showed that Meta and Microsoft Ads generated comparatively low-quality leads despite healthy enquiry volumes, allowing budgets to be reallocated more effectively. Google Ads shifted away from chasing the lowest CPL and instead focused on attracting higher-quality enquiries, while Meta evolved into a brand awareness channel supported by high volumes of brochure downloads.

With confidence in lead quality rather than lead volume, we increased investment into the channels and campaigns proven to deliver commercial results. By the start of summer, Home Front was booked around four months in advance, delivering multiple installations simultaneously each day. The improved pipeline also reduced the need for outbound sales activity, allowing the team to focus almost entirely on fulfilling inbound demand.