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Revolution wins Sustainable Business of the Year 2026!
Revolution wins Sustainable Business of the Year 2026!
How we cut cost per lead by 86% and filled the order book for one of Ireland's leading wardrobe specialists.
Key Results — Jan 2023 to Mar 2026
Total Leads Generated
vs 88 leads over the previous three years
Cost Per Lead Reduction
€99.56 → €13.57 on Google alone
Lead Volume Increase
Compared with the previous three-year period
CTR Improvement
1.08% → 5.40% on Google Ads
Slide Systems is one of Ireland's most established names in custom-built wardrobes and fitted storage. But despite its reputation for quality and craftsmanship, order levels were neither consistent nor predictable.
The problem was with its online presence. Before we came on board, there was no CRO-focused website and no structured lead generation system.
Slide Systems had been running Google Ads for three years, but getting almost nothing back.
Over the period from January 2020 to December 2022, the company spent €8,763 on Google Ads campaigns and generated just 88 conversions at a cost per lead of €99.56. One campaign targeting Cork was doing all the heavy lifting; every other campaign was either paused or generating nothing.
For a company whose custom wardrobes require a six-month lead time, and whose production facility depends on a steady pipeline of new orders, that volume of online sales simply wasn't good enough.
Leads in three years
Cost per lead
Google CTR
The root cause wasn't that the budget was too small. After all, Slide Systems was spending plenty on Google Ads. The issue was structural. Campaigns lacked relevance. The website wasn't built to convert. And without conversion tracking across all touchpoints, there was no accurate data to steer optimisation.
“For a company whose production facility depends on a steady pipeline of new orders, 88 leads in three years isn't good enough.”
The first decision was that the website needed to change before any more money was spent on advertising. Once that was done, we rebuilt the entire advertising strategy from scratch, with Google, Meta and proper conversion tracking working together as an integrated system.
We built a new website based on solid CRO principles. We put a clear value proposition above the fold and dotted trust signals throughout the website, including testimonials and project photography. We also added frictionless quote request forms and click-to-call options for mobile users.
Campaigns were structured around high-intent search behaviour. We matched ad copy closely with landing page content. Performance Max campaigns ran alongside Search. Remarketing was used to connect with visitors who hadn’t yet converted.
Our lead generation campaigns were aimed at homeowners across Ireland. This is an audience that is open to hearing about the benefits of quality custom wardrobes. The creative highlighted the difference a fitted wardrobe makes rather than the product specs.
We set up tracking to capture the full picture: form submissions, phone calls and clicks. Collecting accurate data from the very start meant we could optimise against what actually drove leads.
We constantly tested multiple Meta campaigns against audiences, creative formats and bidding strategies. As a result, the CPL came down over time.
All of this was achieved on a budget of €600–€1,000 per month, a spend level typical for Irish SMEs. Proof that results are driven by strategy and execution, not by budget size.
Ad campaigns went live in January 2023, alongside the new website. Within 30 days, performance had already improved noticeably. A direct result of linking ads to a conversion-optimised destination.
Search + Performance Max
CTR
CPL
Leads
We ran a combination of Search and Performance Max campaigns.
Search targeted high-intent queries with tightly themed ad groups and strong quality scores. This is reflected in a CTR of 5.40% against an industry norm well below that, and compared to just 1.08% under the previous setup.
Performance Max campaigns complemented Search campaigns by capturing leads across Google’s entire roster at a highly efficient cost per conversion of €9.20. All told, Google delivered 1,035 leads on a total spend of €14,051. That’s a cost per lead of €13.57, versus €99.56 previously.
Facebook + Instagram
CPL
Leads
Per lead
We did multiple Meta campaign iterations, testing audiences, creative formats and bidding strategies. Each iteration brought the CPL down. The most efficient campaigns delivered leads at €5.95 and €6.39 respectively, making Meta a strong secondary, low-cost lead-generator.
We focused the ads on homeowners across Ireland. The creative highlighted the benefits of a quality fitted wardrobe rather than the product specs.
Design & Conversion Architecture
Launch
Before spending a euro on ads, we redesigned the webshop around conversion. Clear value proposition above the fold. Social proof and project photography throughout. Frictionless quote-request forms. We added click-to-call functionality for mobile users, critical for a business where phone enquiries convert at high rates.
The goal was simple: encourage visitors to make contact. So we designed a website that made getting in touch with Slide Systems the obvious next step for any visitor. That approach is what made the ad spend work.
The numbers tell the story. Delivered over three years of sustained partnership, not as a once-off campaign spike.
Google + Meta combined
Compared with the previous three-year period
Compared to an industry norm well below this
Compared with the previous three-year period
The Business Impact
During peak demand, Slide Systems got so many leads that customers were waiting up to six months for a wardrobe and the manufacturing facility was operating at full capacity. Digital marketing went from a cost centre generating almost nothing to a reliable engine keeping the order book full.
Revolution keeps our pipeline moving with a steady flow of quality leads. We meet regularly and fine-tune our targets together. Simple communication, quick responses, and an energetic team that's genuinely easy to work with.
Slide Systems was running Google Ads with another agency. €8,763 spent over three years, generating just 88 leads at €99.56 each. A Cork-focused campaign was doing all the work. No Meta advertising. The website wasn’t built to convert.
We redesigned Slide Systems’ website with CRO at its core. Google Ads account rebuilt from the ground up. Meta campaigns launched for the first time. Conversion tracking set up across all touchpoints: forms, phone calls and click-to-call. Within 30 days, performance is already outpacing expectations.
Google CTR rises to 5.40%. Meta CPL reduced below €6.50 on the most efficient campaigns.
Performance Max added alongside Search. The budget remains modest at €600–€1,000 / month. Ad strategy drives the results, not ad spend.
Lead volume sufficient to fill the order book. Customers are waiting up to six months for a wardrobe. The production facility is operating at full capacity. Digital marketing has become a reliable source of revenue rather than an unpredictable cost.
By March 2026, a total of 1,482 total leads have been generated at a blended CPL of €11.68 across Google and Meta. This is 17× the number of leads generated in the previous three years on a similar ad spend. The partnership continues with further optimisation and channel expansion planned.
The Slide Systems story isn't an outlier. It's what happens when paid advertising and an optimised website work together rather than in isolation.
We rebuilt Slide Systems’ website, making it user-friendly and optimised for conversions. Easy-to-understand catalogue navigation and everything geared towards a smooth journey to the checkout.
By setting up Google and Meta ad campaigns properly, we increased the number of leads and cut the cost per lead dramatically.
Focused, data-driven ad campaigns built around clearly defined audiences and targeting key moments in their purchasing journey.
We'll audit your current ad campaigns and website setup, and show you exactly where the opportunities are to get more from your budget.
No obligation.
P&T Complete Renovations, a Cork-based construction firm, asked us to boost its online visibility and increase leads.