The Client
A UK-based office furniture retailer (BT Office) selling both online and through a physical showroom. Despite steady ad spend with an incumbent agency, they lacked clarity on how much business their campaigns were actually generating.
The Challenge
The business asked us to conduct an audit of their existing paid search activity. What started as a performance review quickly uncovered deeper structural issues across tracking, reporting, and internal lead management.
Our Role
- Attribution Audit
We applied our standard attribution methodology and immediately flagged a major issue: the existing agency had incorrectly tagged key events on the website, significantly inflating the number of leads being reported. - CRM Gap Identified
Digging deeper, we found that the business had no CRM in place. Web enquiries were funnelling into a shared inbox, making it impossible to track lead outcomes or measure what campaigns were driving real revenue. - Salesforce Implementation
We rolled out Salesforce CRM, integrated with both showroom and website lead sources. This centralised lead management, removed manual processes, and provided much-needed transparency. - Custom CRM Modules
To support fulfilment, we developed custom modules within Salesforce to plan and manage furniture installations—replacing a patchwork of Excel sheets and Word docs used previously. - Closed-Loop Marketing Setup
With tracking and CRM in place, we closed the loop: web enquiry → lead → sale → reporting. We also delivered weekly dashboards showing sales attribution, channel performance, and lifetime value insights. - PPC Campaign Takeover
Off the back of the audit, we were invited to take over Google and Bing campaigns. We restructured everything—removing waste, improving targeting, and aligning spend with actual sales performance.
The Outcome
- Lead volume nearly doubled, while ad spend dropped 30%
- Sales attribution now visible in weekly reporting
- Full transparency across showroom and online leads
- Custom CRM workflows reduced manual admin and sped up fulfilment
- Scalable ad strategy built on real outcomes, not click volume
Before → After Snapshot
| Before | After |
|---|---|
| Leads inflated by poor event tagging | Accurate tracking tied to CRM sales outcomes |
| Shared inbox for enquiries | Centralised Salesforce system with full visibility |
| Manual installation planning | CRM-based workflow for delivery & fulfilment |
| Generic PPC campaigns | Streamlined campaigns with lower cost and higher ROI |
