Illustrative, not real customer data
Trades & services, lead-genByens Tømrer
A local carpentry business was paying for clicks it could never trace to a job, until tracking and local landing pages were fixed together.
Company photo to come
+42%
Qualified leads
−18%
Cost per qualified lead
44 → 66
Overall growth score
The challenge
- ✓Meta and Google Ads spend was flat month over month, but nobody could confirm which jobs came from which channel.
- ✓A single generic contact page served every service area and every service type.
- ✓Call volume was rising, but online form submissions, the cheaper lead, were not.
What Kompena found
Tracking discipline scored 35/100
No call tracking and no server-side conversions API, so roughly a third of paid spend had no attributable outcome at all.
Website discipline scored 48/100
One landing page covered five service areas and four trades, diluting relevance for every paid click.
Branded search underweighted
Review volume was strong but not surfaced anywhere in the funnel: a low-effort, high-impact fix.
The result
“The roadmap told us to fix tracking before spending another krone on ads. It felt backwards at first. It wasn't.”
Owner, Byens Tømrer (illustrative)