Pečarstvo Hrovat operates in an industry where purchases are not impulsive. These are technically complex, higher-value products, where customers require extensive information, comparisons, and trust before submitting an inquiry.
Although the company already had an online presence and a steady number of inquiries, its digital channels were not functioning as a connected system, limiting growth potential.
Our task was to build a stable, predictable, and scalable lead generation system - not based on increasing budget, but on improving the user journey and intelligently structuring digital channels.
Before the collaboration, the company faced several common challenges:
- Digital channels operated in silos
- Google Ads generated inquiries, but without clear optimization
- A large portion of the budget was spent on low-value keywords
- The user journey was not designed to guide customers toward a decision
- The configurator was underutilized as a sales tool
The company had strong potential - but lacked a system to convert that potential into a consistent flow of high-quality inquiries.
Based on these challenges, we defined clear goals:
- Double the number of inquiries
- Maintain or improve lead quality
- Establish a clear and logical user journey
- Transform the configurator into an effective sales filter
- Build a system that supports long-term customer decision-making
We approached the project systemically. Instead of focusing on a single channel, we connected all key touchpoints across the user journey:
- SEARCH DEMAND (Google Ads) – for users with clear intent
- CONTENT-DRIVEN META ADVERTISING – for building trust and understanding
- EMAIL AUTOMATION – for nurturing and follow-up
- CONFIGURATOR – as the central lead capture mechanism
The goal was not more ads - but better customer decisions at the right moment.
We began with a deep audit of Google Ads campaigns, identifying keywords that generated traffic - but not relevant inquiries.
- Budget was reallocated to high-intent keywords
- Inefficient search terms were removed
- Campaign structure was optimized for better control and clarity
This improved traffic quality and freed up budget for other channels.
Meta advertising was not used purely for sales. The focus was on content that:
- Explains differences between types of stoves and fireplaces
- Answers common customer questions
- Builds trust in the company’s expertise
Video and educational content played a key role in helping users better understand the solution before submitting an inquiry - directly improving lead quality.
We implemented email automation to support users during the consideration phase. Instead of aggressive selling, the communication:
- Further explained solution benefits
- Addressed doubts and concerns
- Encouraged the next step in the process
Email became a natural extension of the user journey, not a separate channel.
The biggest impact came from optimizing the configurator. It was no longer just a form - but a structured decision process:
- Removed unnecessary steps
- Simplified user choices
- Introduced mandatory email input for offer preparation
The configurator became a filter that:
- Does not block serious buyers
- Reduces low-quality inquiries
Provides the sales team with more relevant leads
Our system-driven approach delivered clear, measurable outcomes:
- +100% increase in inquiries
- No decline in lead quality
- Stable and predictable inflow of new contacts
- Improved user journey from first touchpoint to inquiry
- Greater control over digital channels
By optimizing existing activities and intelligently upgrading the system, we doubled inquiries and built a foundation for long-term, sustainable business growth.
