Results we’ve achieved
Qualified leads & RFQs generated
Reduction in cost per conversion
Multi-million dollar pipeline created monthly
ABOUT EIDE
The Challenge
Eide was generating leads, but most of them weren’t useful. Their Google Ads campaigns were bringing in inquiries, but many weren’t a fit for what they actually offer. Many were spam and others didn’t have a defined project behind them. The sales team was spending time reviewing and responding to leads that weren’t going anywhere. There were also a few structural issues:
No consistent CRM system guiding follow-up
Leads handled differently depending on the salesperson
Marketing spread across product lines without a clear approach
Missed search demand due to how prospects describe these products
Marketing was active, but wasn’t producing a reliable stream of opportunities
WHAT WAS CAUSING IT
The company had seen on and off success with paid search over the years, but leads weren’t closing, conversion rates were low, and a significant portion of what was coming in was spam.
Campaigns were running on Performance Max without the right controls in place, and third-party network ads were generating form fills from people who were never real prospects. Those submissions were being counted as conversions, which told Google to find more people just like them.
Even when the right person landed on the site, the website wasn’t converting them. Incomplete pages and weak landing pages meant there wasn’t enough there to move someone forward.
And once a qualified lead came in, there wasn’t a consistent process for managing it. Each part affected the next. Fixing one area without addressing the others wouldn’t have made much difference.
Past Performance Data from Google Ads
high cost per conversion + low conversion rates
The Approach
increase in click-through rate
Increase in conversion rate
Millions in pipeline revenue
EXECUTION
Each piece supported the same goal: improve lead quality and create visibility into pipeline.
Before vs After – Website Development
◀ Slide to Compare ▶
The Results
Cost per conversion dropped by 88%. Click-through rates increased by over 70%. Most of the improvement came from focusing on relevant searches and removing traffic that wasn’t a fit.
Conversion & Lead Quality
Conversion rate for Resort Cabanas increased by 516%. More importantly, the leads themselves improved. The team is now working with prospects who have defined projects and realistic timelines. Over 250 qualified leads have been generated under the new structure.
Search visibility improved across key product categories. More qualified traffic is coming in organically, which helps reduce reliance on paid channels over time.
Pipeline Growth
ZAG FIRST strengthened Eide’s SEO, paid advertising, lead follow-up, and overall pipeline management while improving visibility across marketing and sales.
With centralized reporting in place, the business gained clearer insight into which channels were generating opportunities, which markets were growing fastest, and how deals moved through the sales cycle.
Key Results
YoY growth in February
YoY growth in March
YoY growth in May
PIPELINE PROGRESSION
Triple-digit growth achieved during peak growth periods
Business Impact
Diversified Market Growth
The business became less dependent on a single market segment as newer categories began driving a larger share of growth.
Centralized Sales Reporting
Centralized reporting made it easier to identify high-performing channels, track pipeline activity, and measure sales performance more consistently.
Improved Lead Follow-Up & Management
Improved follow-up and lead management also helped create stronger alignment between marketing activity and sales results.
Timeline
Months 1-3
Initial Phase
Campaigns, websites, and CRM rebuilt.
Months 3-6
Early Results
Lead quality improved first, followed by cost efficiency and conversion rates.
6 Months +
Ongoing
SEO growth, content expansion, and continued optimization across campaigns and sales systems.
“Overall, we would rate ZAG FIRST as A+.”
“Our experience with ZAG has been overwhelmingly positive. ZAG redesigned our websites to improve online visibility and conversions with performance analytics and call tracking. They also walked us through the custom implementation and training of a new CRM which transformed our sales processes and historical data into clear and actionable insights. Overall, we would rate them as A+.”