Engels logo

Almost twice the leads at half the cost, and a new website that kept its rankings.

Engels is a Belgian family business that makes windows and doors in wood, aluminium and PVC, sold through its own Engels stores and a project-market division.

Since early 2020, Wildstream has driven Engels’ digital lead generation, nearly doubling sales-accepted leads in one year, and rebuilt its website in 2021 without losing search performance.

Engels
  • Software Engineering

+81% sales-accepted leads

In 2020 Engels received far more qualified leads than in 2019, while spending 14% less on its total budget

2–3× top keywords

Organic keywords ranking in the top 10 and top 3 roughly doubled to tripled after the new website went live

+42% conversion

Continuous A/B testing on the quote form lifted its conversion rate from 12.47% to 19.54%, raising overall CRO by 42%

Software Engineering

Data-Driven Lead Generation

A window and door manufacturer relying on showroom sales had to digitize lead generation quickly when lockdowns hit. The 2020 ambition was 20% more retail sales through digital channels: 20% more sales-accepted leads than in 2019 at a 20% lower cost per lead. Strict lead criteria, COVID showroom restrictions and coordinating 25 salespeople across 11 regions made the task harder.

+81% sales-accepted leads

In 2020 Engels received far more qualified leads than in 2019, while spending 14% less on its total budget.

Half the cost per lead

Shifting budget to high-intent search and remarketing halved the cost of each sales-accepted lead compared with 2019.

+42% conversion

Continuous A/B testing on the quote form lifted its conversion rate from 12.47% to 19.54%, raising overall CRO by 42%.

What we did

Budget was refocused on paid search, remarketing and SEO, doubling qualified sales-accepted leads in one year at half the cost per lead.

Wildstream started with an audit of CRM, sales and analytics data, competitor and keyword research, and a performance playbook with real-time dashboards in Google Data Studio. Awareness campaigns were stopped in favour of Google and Bing search; once efficiency was proven, top- and mid-funnel campaigns, lead magnets and marketing automation scaled the results.

How it works
  1. Audit CRM, sales and analytics data to see which channels actually produce sales
  2. Build a performance playbook with targets and real-time Google Data Studio dashboards
  3. Stop awareness campaigns and focus budget on Google and Bing search, plus remarketing
  4. Target high-volume, low-difficulty keywords through SEO
  5. Scale with top- and mid-funnel campaigns, lead magnets, and social and display ads
  6. Nurture marketing-qualified leads into sales-accepted leads with marketing automation
Key capabilities

Performance playbook

Rules and targets for every action, tracked in real-time dashboards, create a shared feedback loop between marketing and sales.

Lead magnets

A window checklist, an inspiration quiz and a catalogue capture prospects earlier in their search, long before a showroom visit.

Marketing automation

Automated nurture flows turn marketing-qualified leads from social and display campaigns into sales-accepted leads for the showroom teams.

Technology
  • Google Data Studio
  • Google Search
  • Bing
  • Google Display Network
  • Pinterest
Impact

From showroom-led sales to a measurable digital lead engine in a single year

More from paid search

Sales-accepted leads from paid advertising grew 114%, proving that high-intent search was the right place for the budget.

Organic lead growth

SEO brought in 77% more sales-accepted leads, building a non-branded traffic source that keeps working without media spend.

Pipeline beyond search

Social and display campaigns generated over 1,500 marketing-qualified leads, 3% of which converted into sales-accepted leads.

Balanced across regions

Lead quality and quantity were balanced across 11 regions and 25 salespeople, so every showroom team received usable leads.

Data-led decisions

Sales and marketing now judge every campaign on the same lead data, so budget follows what actually converts.

Testimonial
“We asked Wildstream to ease off the gas pedal because our production department could no longer handle the sales influx.”
Anthony Hoogsteyns, Business Unit Manager Retail, Engels

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