Case study · Insulation Companies · Netherlands
Insulation Case Study Netherlands: +167% Leads
How an insulation installer with 2 crews in The Hague grew survey requests 167% and cut cost per lead 50% in 6 months with AEO, Lead Generation and GEO.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Insulation Companies · Netherlands
Insulation
An insulation installer with 2 crews based in The Hague, serving the wider The Hague area and focused on cavity wall insulation and floor insulation. 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 survey requests, a lower cost per install and a pipeline the owner controls.
Results After 6 Months
Leads per month
+167%
Cost per lead
-50%
Marketing-sourced revenue
+218%
Return on marketing spend
9.4x
The challenge
Where the business was stuck
- Insulation demand is driven by energy prices, grants and regulations, which change often.
- Homeowners don't always understand which insulation they need, so they delay decisions.
- Grant-driven leads can be high volume but low quality without proper qualification.
- Peak season (demand rises in autumn and winter as heating bills increase) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on AEO (Answer Engine Optimisation), Lead Generation Program and GEO (Generative Engine Optimisation), the three channels with the best cost per install for insulation businesses in The Hague. 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
AEO (Answer Engine Optimisation)
- Rewrote 24 service pages so each opens with a direct 40 to 60 word answer to the question buyers actually search.
- Added FAQPage, HowTo and Service schema and question-led headings to target featured snippets and People Also Ask.
- Built a price and timeline guide for cavity wall insulation with tables that answer engines can lift straight into results.
- Optimised for voice and conversational queries such as "how much does cavity wall insulation cost near me".
Service 2
Lead Generation Program
- Added the business to our exclusive lead generation program: one insulation company per service area, so leads are never shared or resold.
- Launched dedicated lead capture pages and campaigns for cavity wall insulation and floor insulation across 4 service areas in the wider The Hague region.
- Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
- Replaced paid lead credits on Werkspot with a fixed monthly program and weekly reports on cost per lead and booked jobs.
Service 3
GEO (Generative Engine Optimisation)
- Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
- Published 35 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
- Earned mentions on 14 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
- Tracked 60 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Survey requests per month | 21 | 56 | +167% |
| Cost per lead | €141 | €71 | -50% |
| Cost per install | €545 | €229 | -58% |
| Lead-to-job rate | 26% | 31% | +5 pts |
| Website conversion rate | 3.3% | 4.9% | +50% |
| Marketing-sourced revenue / month | €18k | €56k | +218% |
| Share of leads from paid directories | 75% | 17% | -58 pts |
| Featured snippets and PAA answers | 1 | 48 | +47 |
| Exclusive leads delivered / month | 0 | 21 | new |
| AI answer citations (tracked prompts) | 1 of 60 | 18 of 60 | +17 |
Lead growth
Survey requests per month
Marketing-sourced revenue went from €18k to €56k a month, measured from booked installs in the CRM.
Optimisations That Moved The Numbers
- 01
The business now holds 48 featured snippets and People Also Ask answers, up from 1.
- 02
Direct-answer intros raised organic click-through rate on question searches from 2.8% to 5.3%.
- 03
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 58%.
- 04
The business is now cited in 18 of 60 tracked AI prompts, up from 1.
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 AEO, Lead Generation and GEO.
Weeks 3 to 6
Build and launch
AEO, Lead Generation and GEO live for cavity wall insulation and floor insulation.
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 Utrecht 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.
Insulation Companies case studies in other countries
IrelandLet's Discuss Your Growth
Tell us about your business. We'll reply with a plan, realistic lead volumes and costs.