Solution
Case: How We Increased Lead Volume for Care2Cover by 45% Through Advertising Optimization
About the Client
Project: Care2Cover
Website: care2cover.be
Industry: Insulation contractor in Izegem, Belgium
Care2Cover is a company specializing in insulation solutions for residential and commercial properties. They help clients reduce heating costs, increase energy efficiency, and create comfortable living conditions.
There is steady demand for their services, as energy efficiency is not only about saving money but also an important ecological factor. However, the existing ad campaigns weren’t delivering the expected results: advertising costs were growing, but the number of leads remained low.
The Challenge
We began our collaboration with Care2Cover by conducting a detailed audit of their ad account. It revealed several critical issues limiting advertising performance:
- Inaccurate conversion tracking — only a portion of leads was being recorded, complicating performance analysis
- Incomplete service coverage — some business directions weren’t being advertised, despite existing demand
- No ad extensions — this made the ads less appealing and affected click-through rates
- Low ad relevance — the ads didn’t match users’ exact search queries
- Limited ad strategy — the company only used search campaigns, which prevented scaling and audience growth
Our goal was to turn the ad account into an effective lead generation tool and increase the number of inquiries.
The Solution
We implemented a comprehensive approach to improve the campaigns and optimize all processes:
Accurate Conversion Tracking
We fully revamped the user action tracking system by integrating Google Ads, Google Analytics, and GTM. As a result, algorithms received more quality data, improving automated bid optimization and ad efficiency.
Ad Account Structure Optimization
We restructured the campaign logic and built a more efficient system that included:
- Extended service coverage — each direction received its own campaign with unique keywords
- Optimized ads — we rewrote the ad texts to make them more specific, relevant, and action-oriented
- Landing pages were updated based on user queries, improving their conversion rate
Adding Ad Extensions
We enabled all possible Google Ads extensions, including:
- Additional links to direct users to specific pages
- Phone numbers for quick contact
- Information about discounts and promotions
These enhancements increased ad CTR and made them more attractive to users.
Launching Remarketing Campaigns
To bring back users who didn’t leave a request on their first visit, we launched remarketing via the Google Display Network and YouTube video ads. This helped re-engage interested prospects.
Using Performance Max to Scale
To expand reach to the maximum, we launched Performance Max — Google’s new ad format that automatically optimizes placements based on user behavior.
It included:
- Dynamic creatives with personalized messaging
- Adaptive audience signals targeting users most likely to convert
Geo-targeting and Budget Allocation
We analyzed ad performance across regions and created separate campaigns for each location. This allowed us to optimize the budget and allocate more funds to high-converting regions.
Results
Comprehensive optimization led to a significant increase in lead generation:
- +45% more leads compared to the previous period
- 30% decrease in cost per lead, allowing for more efficient budget usage
- 25% increase in ad CTR thanks to full use of extensions
- Over 20% of users who didn’t convert initially returned through remarketing campaigns
Conclusion
Thanks to in-depth analysis, ad campaign optimization, and the use of new formats, we helped Care2Cover significantly improve their online marketing performance.
The result — more leads, lower cost per acquisition, and smarter budget allocation.
Want similar results? Contact us — we’ll find the right solution for your business!
