Case study · Insulation Companies · Ireland
Insulation Case Study Ireland: +161% Leads
How an insulation installer with 5 crews in Cork grew survey requests 161% and cut cost per lead 54% in 6 months with AEO and Lead Generation.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Insulation Companies · Ireland
Insulation
An insulation installer with 5 crews based in Cork, serving the wider Cork area and focused on attic insulation and cavity wall insulation. Before working with us, 71% of enquiries came through trade directories 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
+161%
Cost per lead
-54%
Marketing-sourced revenue
+224%
Return on marketing spend
20.6x
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) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on AEO (Answer Engine Optimisation) and Lead Generation Program, the two channels with the best cost per install for insulation businesses in Cork. 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 11 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 attic insulation with tables that answer engines can lift straight into results.
- Optimised for voice and conversational queries such as "how much does attic 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 attic insulation and cavity wall insulation across 10 service areas in the wider Cork 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 trade directories with a fixed monthly program and weekly reports on cost per lead and booked jobs.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Survey requests per month | 28 | 73 | +161% |
| Cost per lead | €88 | €40 | -54% |
| Cost per install | €343 | €126 | -63% |
| Lead-to-job rate | 26% | 32% | +6 pts |
| Website conversion rate | 3.4% | 5.2% | +52% |
| Marketing-sourced revenue / month | €27k | €89k | +224% |
| Share of leads from paid directories | 71% | 19% | -52 pts |
| Featured snippets and PAA answers | 3 | 45 | +42 |
| Exclusive leads delivered / month | 0 | 29 | new |
Lead growth
Survey requests per month
Marketing-sourced revenue went from €27k to €89k a month, measured from booked installs in the CRM.
Optimisations That Moved The Numbers
- 01
The business now holds 45 featured snippets and People Also Ask answers, up from 3.
- 02
Direct-answer intros raised organic click-through rate on question searches from 2.4% to 6.8%.
- 03
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 31%.
- 04
Exclusive leads close at 32%, compared with 6% for shared platform leads.
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 and Lead Generation.
Weeks 3 to 6
Build and launch
AEO and Lead Generation live for attic insulation and cavity wall 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 Limerick 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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