Data-driven lead generation for Engels supported by Hybrid

Background

Engels is a well-known provider of refined window and door solutions in wood, aluminum, and PVC, with a strong focus on quality and aesthetics.

The family business, run by the third generation since 2007, celebrates its 75th anniversary this year. Today, the Engels group employs approximately 175 people and consists, in addition to two production facilities (wood in Lokeren and aluminum in Eeklo), of a project market department, a private label division, and a network of 12 Engels stores.

The challenge

Engels aimed for further growth in 2020 within the highly competitive residential windows and doors market.

The specific objective was +20% growth in the retail segment (sales to private customers). Assuming all parameters in the buyer journey (quotation and sales ratios, average order value) remained unchanged, this ambition translated into a concrete target: +20% Sales Accepted Leads via digital channels compared to 2019, at a lower CPL (-20%).

Sales Accepted Leads are defined as qualified quote requests and showroom appointments that meet internal criteria regarding budget and project size.

Achieving this increase was already challenging on its own. To make it even more complex, additional criteria and challenges had to be considered:

• Strict Sales Accepted Lead criteria (financial capacity + specific project requirements)
• Face-to-face sales and showroom visits were restricted due to COVID lockdowns
• The peak period around Batibouw (January-February) had already been managed by the previous agency, making it a crucial part of the year with budget already allocated
• Aligning lead generation and sales follow-up with the capacity, schedule, and physical distribution of 25 showroom employees across 11 branches

Why Hybrid Agency?

With a structured, multidisciplinary dedicated team from Hybrid, we were able to act flexibly and quickly based on data. The established compass and set of rules allowed the Hybrid team to make proactive and autonomous decisions aimed at results.

This data and forecasting model also provided reassurance during the most uncertain COVID periods. The close “1+1=3” collaboration with the internal Engels team ensured the perfect mix of the right tone of voice, branding, content, and ROI maximization across digital channels.

• Continuous data monitoring and analysis
• Defining and fine-tuning the online acquisition strategy
• Full management of all digital paid channels and campaigns
• Complete budget responsibility based on results
• Paid channels (Search, GDN, Social ads, Pinterest, etc.)
• SEO (Technical, Content & Linkbuilding)
• CRO & UX: A/B testing
• Website adjustments
• Lead capture and nurture flows via marketing automation

“We were looking for a partner who could not only execute and maintain our online marketing campaigns, but also work together with the Engels marketing team to define the online strategy within the established marketing plan. Despite the continuous challenge of balancing quality and quantity (11 regions, 25 salespeople), thanks to Hybrid’s expertise and the smooth collaboration between both teams based on transparent communication, we can already look back on a successful trajectory. We would definitely recommend Hybrid as a partner.” Valérie Baeke – Marketing Engels

The collaboration

Together with Engels, we developed a phased strategy with three clear steps: analysis and action plan, increasing efficiency, and scaling.

We began with an in-depth analysis of the current approach, examining CRM and sales data, analytics and website behavior, as well as marketing and campaign insights. This allowed us to map which sales occurred through which channels, identify the ideal customer profile, evaluate effective acquisition costs, and assess the current sales funnel. Simultaneously, we analyzed visitor and conversion paths and evaluated marketing channels to determine the main drivers and optimization opportunities.

After the audit, we assessed the ‘as should’ potential. Using a competitive analysis, extensive keyword research, and reverse-engineering of the sales and marketing funnel based on actual sales, we developed a clear action plan. This resulted in a “performance playbook”: an objective, data-driven compass with rules and targets for each marketing and sales action, always focused on actual sales. Real-time dashboards in Google Data Studio and a feedback loop between marketing and sales ensured continuous monitoring of lead quality and conversion.

Based on these insights, we initiated phase one: increasing efficiency. With a significant volume of high-intent searches identified, we stopped all awareness campaigns and focused entirely on conversion via Paid Search (Google and Bing), supplemented with remarketing. Simultaneously, we identified opportunities for high-volume, low-difficulty keywords to score organically via SEO. These targeted channel choices drastically reduced costs and allocated budget where it truly delivered results.

After several months, once results aligned with the playbook, we moved to phase two: scaling. We increased impression share on intent-driven keywords, added top- and middle-of-funnel campaigns, and launched lead generation initiatives such as a checklist for new windows, an inspiration quiz, and a catalog. Social ads and display networks generated over 1,500 Marketing Qualified Leads. Marketing automation further nurtured these MQLs into Sales Accepted Leads, achieving a 3% conversion rate.

Conversion optimization was also a key lever. Continuous A/B testing increased the quote form conversion rate from 12.47% to 19.54%. At the same time, SEO efforts steadily increased non-branded traffic based on competitor and keyword data.

The results were so strong that even the production department struggled to keep up. “We asked Hybrid to ease off the gas pedal because our production department could no longer handle the sales influx.” Anthony Hoogsteyns – Business Unit Manager Retail

Results and impact

2020 vs 2019
# Sales Accepted Leads: +81%
€ Cost per Lead: -111%
€ Totaal budget: -14%

# Sales Accepted Leads via Paid Advertising: +114%
€ Cost per Lead via Paid Advertising: -144%
# Sales Accepted Leads via SEO: +77%
Overall CRO: +42%

The start of 2021 also showed strong momentum. Reinvesting the freed-up Batibouw budget into our online visibility delivered the desired result.

The future

After four years of successful collaboration, the partnership is now solid.

In 2022, a new website was launched, enabling even better implementation of the chosen strategy. You can check the full approach and the results of that website rebuild in detail.

Compared to 2019, organic traffic increased fourfold; a crucial advantage in a hyper-competitive market to reach builders and renovators early in the decision process, without the need for unsustainable advertising budgets.

Conclusion

Thanks to the close collaboration between Hybrid and Engels, the data-driven approach, and smart choices in channels, CRO, and SEO, the growth target was significantly exceeded. Compared to 2019, Sales Accepted Leads increased by +81%, CPL decreased by 111%, and total budget was reduced by 14%. Growth continued in 2021 and 2022, capped by a new website that quadrupled organic visitors. This proves that sustainable digital scaling is perfectly achievable—even in the most competitive markets.