Rebuilding the path to purchase for a home improvement manufacturer

The core problem was structural, not tactical. New Wave Doors were generating around 70 leads per month at a cost per lead of approximately £19.90. The volume was insufficient to sustain growth targets, and the funnel offered no meaningful way to qualify or engage prospects before they submitted a form. Creative was underperforming because the destination it pointed to gave users no reason to stay, explore, or convert. The gap between ad click and lead capture was too wide and too passive.

Rather than optimising within the existing framework, we rebuilt the acquisition path from the ground up. The centrepiece was a custom interactive door configurator - a tool that let prospects design their door in real time, selecting styles, colours, glass options, and hardware. This wasn't a gimmick. It was engineered to capture granular intent data at the moment a user was most engaged, turning passive browsers into qualified leads with clear product preferences. Around the configurator, we built a connected system: Meta and Google acquisition campaigns driving traffic to purpose-built landing pages, with server-side tracking ensuring accurate attribution across the full journey. Every component was designed to feed the next.

The configurator changed the economics of the entire funnel. Instead of asking users to fill out a generic contact form after viewing a static page, we gave them a tool worth spending time with. Average session duration increased substantially, and the leads that came through carried far more information - product preferences, style selections, and configuration details that the sales team could act on immediately. The quality of the conversation changed because the quality of the first interaction changed. On the acquisition side, we restructured campaigns across Meta and Google to drive traffic specifically to the configurator experience rather than generic landing pages. Ad creative was rebuilt to mirror the interactive nature of the destination, showing the configurator in action and framing the click as the start of a design process rather than a request for a quote. This alignment between creative and landing experience improved conversion rates at every stage. Server-side tracking was implemented to close the attribution gap that had been obscuring true campaign performance. With accurate data flowing back to ad platforms, automated bidding strategies had the signal quality they needed to optimise effectively. This compounded over time - better data led to better optimisation, which led to better results, which generated better data. The financial impact extended beyond lead volume. By automating the initial qualification process through the configurator, the sales team spent less time on unqualified enquiries and more time on prospects who had already demonstrated clear intent. This produced approximately £30,000 in annual efficiency savings - a figure that reflects reduced wasted effort rather than headcount reduction.

Lead volume grew from 70 to 295 per month - a 321% increase - on a managed ad spend of approximately £3,300 per month. Meta CPL dropped from £19.90 to around £8, with the best recent months producing leads at £4.56 and £2.95 - exceptional acquisition costs for a premium high-ticket door category. Google Ads, built entirely from zero, now generates approximately 95 conversions per month at a 10% CTR and £20 CPA. The system delivers approximately £30,000 per year in efficiency savings by pre-qualifying leads through the configurator before they reach the sales team. At current volume and trajectory, the system projects over 3,500 leads per year. These improvements are structural, built into the architecture of the acquisition system itself, and have continued to compound as the data feedback loop matures.