Introduction

A South African fireplace specialist came to us at the height of the pandemic, determined not just to survive but to thrive. They'd built a reputation supplying gas and wood-burning fireplaces to architects, developers and high-end homeowners—but their online marketing wasn't pulling its weight. Over the next 12 months, our tailored lead-generation strategy helped them:

Boost revenue by 50%
Triple website traffic
Convert over half of visitors into qualified leads

Here's how we did it—despite COVID-19 restrictions and tight budgets.

The Challenge

Low-quality leads: Website enquiries came in, but few had budgets for premium fireplaces.

Poor conversion rate: Clicks didn't translate into sales calls.

Underused channels: Their Google Ads and social profiles lacked focus and optimisation.

Narrow market: They'd relied almost exclusively on B2B developers—and that pipeline was drying up.

They needed a fresh approach that would generate ready-to-buy enquiries from both their traditional B2B partners and retail customers.

Our Approach

1. In-Depth Audit & Audience Research

Mapped every touchpoint: website, Google Ads, Facebook & Instagram pages, Google Business Profile.
Analysed years of offline sales data to build detailed B2B and B2C customer personas.

2. Refined Offer & Buyer Journey

Identified highest-margin bestsellers (e.g. custom gas inserts, designer freestanding stoves).
Streamlined the path from ad click to quote request: single-click "Get Your Free Quote" button → short form → instant booking confirmation.

3. Multi-Channel Lead Generation

PPC Ads (Google & Bing):

Switched from broad keywords to targeted long-tails (e.g. "luxury gas fireplace installer Pretoria").
Added sitelink and call extensions for instant enquiries.

Meta Ads (Facebook & Instagram):

Ran prospecting campaigns using lookalike audiences built from top-value B2B customers.
Launched dynamic product ads to retarget visitors with the exact models they'd viewed—paired with 10% "Welcome Back" discounts.
Tested short Reels showcasing installations and 5-star testimonials, boosting social engagement by 60%.

Local SEO & Google Business Profile:

Optimised category, service hours and high-quality photos.
Implemented weekly "Post an Offer" updates and reply reminders to reviews.

4. Advanced Tracking & Automation

Meta Pixel + Conversions API: Ensured reliable tracking despite privacy updates.

Chatbot & CRM Integration: Instant Facebook Messenger and WhatsApp chat options connected directly to their CRM, cutting response times to under 5 minutes.

The Results

"Your blend of B2B and B2C tactics not only kept us afloat during COVID but drove a 50% jump in turnover. Thank you!"
— Managing Director, South African Fireplace Retailer

300% increase in website traffic
50%+ visitor-to-lead conversion rate (vs. 15% before)
Weekly qualified leads—no more dry spells
50% revenue growth in 12 months

They've since expanded into neighbouring countries and deepened relationships with retail dealers, thanks to the B2C kick-start we provided.