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TOP PROFIL

CASE STUDY: TOP PROFIL

Industry: Retail of Roofing Materials and Complete Roofing Systems

Collaboration Period: March 2024

At the launch of this partnership, the company operated with an unoptimized online infrastructure, including incomplete pages, usability errors, and inefficient digital advertising campaigns that generated unnecessary costs. The primary objective was to swiftly rectify these technical vulnerabilities and deploy aggressive promotional strategies focused on driving purchasing decisions.

1. Strategic Objectives and Tasks

  • Digital Infrastructure Audit: Evaluating the technical and performance setups of the Google Ads and Meta Ads (Facebook / Instagram) accounts.

  • Conversion Diagnosis: Conducting a deep-dive analysis of the website and CRM system to pinpoint bottlenecks preventing visitors from converting into customers.

  • Growth Strategy: Developing an integrated plan of tactical promotions and campaigns designed to maximize lead volume and sales.

2. Our Approach and Implemented Solutions

Our analysis revealed major structural flaws—competing Google campaigns cannibalizing each other, a complete lack of precise targeting in Meta, a fragmented website with untranslated pages, an insufficient number of contact forms, and a non-clickable phone number. Our intervention aimed to resolve these issues immediately:

A. Technical Optimization and Platform Reconfiguration

  • Google & Meta Architecture: We restructured the advertising campaigns from scratch, eliminating overlaps between the Search and Display networks in Google Ads, and configuring highly precise target audiences in Meta Ads.

  • Website & CRM Modernization: We drafted detailed technical documentation for both website and CRM developers, successfully fixing structural and multi-language alignment errors.

  • Interactive Support: To boost user contact rates, we installed and configured the JIVO Chat live assistance platform.

  • Data Transparency: We implemented a clear KPI reporting system, ensuring end-to-end monitoring of the lead journey—from the initial inquiry down to the final payment collection.

B. High-Impact Promotional Campaigns

  • The "Turnkey" Summer Promotion: Throughout June and July, we rolled out a campaign anchored in strong emotional rewards: upon purchasing a complete roof setup, the client could choose a gift—a family day at the VARA VARA Aquapark or a framed above-ground pool.

  • The Anniversary Campaign: In September, to celebrate the company’s anniversary, we organized an interactive scratch-card raffle, where the grand prize was a full cash refund for a purchased roof.

3. Results Achieved

This systemic approach combined with high-concept promotional campaigns immediately unlocked the company's sales potential, setting brand-new performance benchmarks:

  • Consecutive Sales Records: The "turnkey" summer promotion generated the highest sales volume in the company’s history for any two-month period, June–July.

  • +50% Growth in September: The anniversary raffle drove a 50% surge in sales compared to the same month of the previous year, establishing a new historical record for monthly revenue.

  • Operational Efficiency: The website and ad campaigns currently function as a stable, automated engine for generating qualified leads, all transparently monitored within the CRM.