WOOD
GARDEN.
Kickstarting a young, premium construction company
WOOD
GARDEN.
Kickstarting a young, premium construction company
Results from 2.5 years of collaboration
2 279+
13,59 €
1 530+
1st position
in Google search
About the client
Wood Garden specializes in premium custom pergolas, terraces, winter gardens, and shading systems. They operate primarily in western Slovakia and place strong emphasis on precision – from design all the way to final installation.
For Wood Garden, this isn’t a quick, impulse purchase. From the first inquiry to a signed contract, it typically takes 2 to 3 months. That’s why, from the very beginning, what mattered to us wasn’t just the lowest cost per lead, but the balance between lead quality, lead volume, and a sustainable cost per lead.
The story of our collaboration
Wood Garden contacted us on their own, by email, asking whether we could prepare a quote for marketing services. They were looking for an agency that could handle their marketing comprehensively – simply launching campaigns wasn’t enough; they wanted a partner who understood the full picture.
We prepared a proposal for them covering Google Ads, Meta Ads, social media management, and Insight & Strategy. We came to present it in person, directly at their company – we explained every item, answered their questions, and they approved the proposal and signed the contract during that same meeting. We then prepared the contract.
They chose us because they were looking for a long-term partner, exactly in the spirit of our DNA, where we make room for partnerships, not one-off attempts.
Our DNA and terms of collaboration
Wood Garden chose a comprehensive collaboration across all channels. We set up terms that made sense for both sides:
Insight & Strategy for free: We provided the entire initial analytical phase – including keyword analysis, defining the target audience, and preparing ad samples – free of charge. This gave Wood Garden a solid foundation without having to pay for every first step. We took on the investment in getting things off the ground ourselves.
A discount on start-up activities: Besides Insight & Strategy, we offered a discounted price on start-up activities, giving the client room to see real results before the full investment kicked in. We signed a one-year contract.
A senior team with a clear goal: The project was handled by an experienced team with direct experience in this segment. No testing, no learning on the client’s dime.
How it started
After preparing the Insight & Strategy document, whose purpose was to determine the right direction for the project, we got to work. Our initial marketing activities covered managing campaigns on Facebook and Instagram, Google Ads, and creating blog articles. Below, you’ll see how this strategy translated into real numbers over the past two and a half years.
What we did
Over two and a half years of collaboration with Wood Garden, we didn’t just build individual campaigns, but an entire marketing system that connects performance campaigns, social media, SEO, content, the website, and ongoing optimization.
Google Ads campaigns
At the start, Google Ads was somewhat overlooked and left in the background compared to social media campaigns. However, we knew it held great potential – Google is where people actively search for this type of product, and they’re highly likely to have a genuine interest in a solution.
After a keyword analysis, we created campaigns for all product categories – pergolas, winter gardens, terraces, and shading systems. Setting up tracking correctly was also a key goal, so we could measure every possible form of contact, whether from Google Ads, organic search, or social media. Before we took over, the account had only one conversion set up by the previous manager, “page load” – after fixing this, we technically brought in fewer conversions on paper, but real ones.
Throughout the entire collaboration, we continuously optimized the campaigns, tested new keywords, adjusted budgets based on seasonal demand, and evaluated the performance of individual campaigns and ad sets – separately for wooden, aluminum, and bioclimatic pergolas.
Thanks to this, Google Ads brought in more than 1,530 conversions over the entire collaboration across all product categories.
Learn more about our PPC campaigns.
Meta Ads
Unlike Google Ads, where people are already actively looking for a specific solution, on Meta we were reaching an audience that was just starting to plan their exterior or comparing options. That’s why we focused from the very beginning on lead-generation campaigns using the built-in lead form – we created new creatives that better matched the client and their target audience, and reworked the settings and targeting so we wouldn’t waste ad spend showing the product to people who had no interest in it.
Alongside the lead-generation campaigns, we also added campaigns designed to show potential customers more about Wood Garden, and of course, remarketing campaigns featuring completed projects and reviews from satisfied customers couldn’t be missing either. We continuously tested everything with A/B testing and optimized it month by month – based on seasonal demand as well as which type of pergola or solution was converting best at the time.
Thanks to this, Meta Ads brought in more than 2,279 leads over the entire collaboration, at an average cost of €13.59 per lead. This price naturally fluctuates by season – in the winter months, when interest in exterior solutions is lower, reach and lead volume drop, while in spring and summer the campaign hits its highest gear.
Learn more about our Meta Ads campaigns.
Creative examples
Animations for campaigns
Remarketing
Visuals for campaigns
Carousel
Social media
We didn’t manage social media for Wood Garden from the very start, but only after the first year of collaboration, when the contract was up and they decided to extend it and expand the scope at the same time. We first prepared a separate Insight & Strategy for social media, where we proposed a tone of voice and two possible communication paths. One followed our classic approach, while the other focused solely on awareness-building posts. In the end, the client chose the more classic option, built on the ACD funnel – a combination of awareness, consideration, and sales posts.
We then prepared monthly content calendars for Facebook and Instagram, covering 8 posts per month. The content included things like polls, completed projects, product benefits, blog articles, sales posts, promotions, and interesting facts from the world of pergolas, terraces, and gardens. One popular format among followers was “Did you know?”, where people learned useful or interesting facts about Wood Garden’s products without the posts feeling like advertising.
On average, our posts generated around 180 reactions per month, and over the course of the collaboration, the community grew by approximately 350 new followers.
Learn more about our social media management.
Post examples
SEO and blog articles
As part of SEO optimization, the client chose to have blog articles created for them. They could have handled this themselves, but not regularly or in larger volumes. When creating the articles, we used a strategy of selecting topics based on the most searched keywords or the current season. The blog articles generated tens to hundreds of views per month (depending on the season), bringing people to the site for free while also giving them the information they were looking for.
Besides the blog articles, a few months into the collaboration we also added meta descriptions, which the site didn’t have, created sitemaps, improved the copy across the entire site to make it more SEO-friendly, and added alt text to all images. Over time, the site’s average position improved from around 13th to around 10th. After roughly a year of collaboration, the SEO service was swapped for social media management, and Wood Garden continued creating blog content on their own.
We regularly help brands strengthen their organic visibility this way as part of our broader marketing services.
Blog examples
Website – UI/UX
As part of a 3-month UX/UI optimization, we focused on making the website clearer, improving the user experience, and better guiding visitors toward contacting the client. We mainly updated CTA elements, copy, section layout, contact elements, project galleries, product pages, and the mobile version of the site. The updates also included removing unnecessary or outdated elements and adding important information, such as details about the showroom.
After implementing the changes, we tracked user behavior using Hotjar. Based on the data, we proposed further changes, such as moving the project gallery higher up, making contact elements more visible, shortening long text blocks, and placing calls to action higher on the pages. The goal was for visitors to reach key information faster and submit an inquiry more easily.
Learn more about our UI/UX optimization.
UI/UX optimization example
Summary of all results
The results below capture two and a half years of collaboration with Wood Garden. Since this is a seasonal business, the numbers naturally fluctuate month to month – spring and summer always brought significantly more inquiries than autumn and winter, and this seasonality is exactly what we learned to anticipate over the course of the collaboration and factor into budget planning.
Below is a summary of performance across Google Ads, Meta Ads, and GA4 over the entire tracked period.
Google Ads
Throughout the entire collaboration, Google Ads was the main performance channel. Search campaigns played the biggest role, reaching people at the exact moment they were actively looking for a specific solution for their exterior.
Already during the first year of collaboration, Google Ads brought in 571 conversions. Over the following tracked months, we brought another 960+ conversions at an average cost of €33.85 per conversion. Altogether, Google Ads brought in more than 1,530 conversions over the entire collaboration.
The cost per conversion changed month to month, mainly depending on the season – in summer, when interest in pergolas and terraces is at its peak, we achieved costs of just a few euros per conversion, whereas in the winter months the cost naturally rose, as demand for exterior solutions declines.
Besides the conversions, Google Ads also brought in 270+ additional inquiries in the form of clicks on the phone number or email. This shows that, given an investment in the thousands of euros, some prospects preferred contacting the client directly rather than filling out a form.
Meta Ads
Unlike Google Ads, where people are already actively looking for a specific solution, Meta Ads work with an audience earlier in the decision-making process – at the moment when a person is just starting to plan their exterior or comparing options. That’s why we don’t view Meta Ads purely through the lens of direct cost per lead. Its role was also to build demand, warm up the audience, and support assisted conversions – the user may have first seen an ad on Facebook or Instagram and only later submitted the form directly through Google or via organic search.
Already during the first year of collaboration, Meta Ads brought in 1,326 leads. In the following tracked year, we brought another 953 leads with a reach of over 907,800. Altogether, Meta Ads brought in more than 2,279 leads at a weighted average of €13.59 per lead across the entire period.
Campaign performance changed significantly throughout the year depending on the season – in winter, we commonly saw months with zero leads, while in spring and summer, campaigns could bring in 150 or more leads per month. Even in the last tracked quarter (May – July 2025), Meta Ads brought in almost 490 more leads, confirming that the channel maintained its performance right up until the end of the collaboration.
GA4 — all conversions
In GA4, we tracked conversions across all channels, not just from paid campaigns. Organic search, blog articles, direct traffic, and social media all contributed to the results – the entire marketing mix, not just one specific channel.
The largest share of the results came from submitted forms, followed closely by email clicks. This confirms that with an investment in the thousands of euros for an exterior project, some prospects prefer to think carefully about how they’ll get in touch before the first contact, and a form isn’t the only way to reach us.
The numbers above cover the period from October 2024 to April 2025, when we had full access to the GA4 data. The actual number of conversions over the entire collaboration was higher.
Conclusion
Over two and a half years of collaboration, we built a marketing system for Wood Garden that connects performance campaigns, social media, SEO, content, the website, and ongoing optimization. Together, we brought in more than 2,279 leads from Meta Ads and over 1,530 conversions from Google Ads, and we learned to accurately predict how demand for pergolas, terraces, and winter gardens shifts with the seasons.
In mid-November 2025, we ended our collaboration with Wood Garden. After years of working together, the client decided to try a change – that happens, but the results we achieved together remain. We’re glad we could be part of their growth.
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