Case study · Renovation Companies · Netherlands
Renovation Case Study Netherlands: +96% Leads
How a renovation company with 5 project managers in Utrecht grew consultation requests 96% and cut cost per lead 39% in 6 months with UX/UI & CRO and Meta Ads.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Renovation Companies · Netherlands
Renovation
A renovation company with 5 project managers based in Utrecht, serving the wider Utrecht area and focused on bathroom renovation and kitchen renovation. Before working with us, 75% of enquiries came through Werkspot and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive consultation requests, a lower cost per project and a pipeline the owner controls.
Results After 6 Months
Leads per month
+96%
Cost per lead
-39%
Marketing-sourced revenue
+132%
Return on marketing spend
23.1x
The challenge
Where the business was stuck
- Renovation clients take a long time to decide and compare many quotes.
- Many enquiries come from people without a realistic budget or timeline.
- Renovation work is visual, but many websites show too few finished projects.
- Peak season (enquiries peak in january and spring) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on Website Optimisation (UX/UI & CRO) and Meta Ads (Facebook & Instagram), the two channels with the best cost per project for renovation businesses in Utrecht. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Website Optimisation (UX/UI & CRO)
- Ran a UX audit using heatmaps and 2,900 session recordings to find where mobile visitors dropped off.
- Rebuilt 4 landing pages with one offer, one call to action and proof (reviews, licences, guarantees) above the fold.
- Cut the enquiry form from 10 fields to 3, added a sticky click-to-call bar and a multi-step quote form on mobile.
- Ran 9 A/B tests on headlines, form placement and offers; the winning variants now carry all traffic.
Service 2
Meta Ads (Facebook & Instagram)
- Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 5.1 to 8.5 out of 10.
- Launched Instant Form lead ads with 4 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
- Tested 20 creatives: before and after photos, short job videos and owner-to-camera clips; the top 5 now carry the budget.
- Built audiences from website visitors, video viewers and a 1% lookalike of past customers, excluding existing clients.
- Synced lead ad submissions to the CRM in real time so every lead was called within minutes.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Consultation requests per month | 26 | 51 | +96% |
| Cost per lead | €128 | €78 | -39% |
| Cost per project | €1,431 | €737 | -48% |
| Lead-to-job rate | 9% | 11% | +2 pts |
| Website conversion rate | 2.4% | 4.8% | +100% |
| Marketing-sourced revenue / month | €56k | €130k | +132% |
| Share of leads from paid directories | 75% | 18% | -57 pts |
| Enquiry form fields | 10 | 3 | -7 |
| Meta Ads leads / month | 0 | 19 | new channel |
Lead growth
Consultation requests per month
Marketing-sourced revenue went from €56k to €130k a month, measured from booked renovation projects in the CRM.
Optimisations That Moved The Numbers
- 01
The shorter 3-field form lifted form conversion rate by 57%.
- 02
The sticky mobile call bar increased calls from mobile visitors by 42%.
- 03
Adding qualifying questions to the lead form cut junk leads by 57% while keeping cost per lead 24% below the account average.
- 04
Before and after video creatives beat static images with a 42% lower cost per lead and 1.7% click-through rate.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering UX/UI & CRO and Meta Ads.
Weeks 3 to 6
Build and launch
UX/UI & CRO and Meta Ads live for bathroom renovation and kitchen renovation.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Rotterdam and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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