KitchenAdvisor

Maximum scaling in the kitchen market: Success through lead funnel CRO

Homepage » Case Studies » -76 % CPL for KitchenAdvisor

+ 1 %

Leads

- 0 %

Cost per Lead

+ 1 %

Kitchen Sold Value

About KitchenAdvisor

KitchenAdvisor sees itself as the “Swiss Army knife” among online platforms for the kitchen market. As a hybrid model combining a broker, comparison portal, and guide, the company offers end customers complete transparency in an often opaque market. The goal is to connect customers with the right regional kitchen retailer as quickly as possible and provide them with a well-founded price estimate.

Step 1

The Challenge

When we took over SEA management in September 2023, we found a Google Ads account that was generating volume but falling far short of its efficiency potential due to historically grown structures. In order to establish KitchenAdvisor as the market leader, we first had to overcome profound barriers in the account structure and bidding logic:

Structural overcomplexity

The account was extremely fragmented, with over 70 ad groups, making targeted control and precise budget allocation virtually impossible.

Unchecked inefficiency

So-called “cost-intensive keywords” with high spending but insufficient conversion performance had a massive negative impact on profitability.

Poor account hygiene

Activated automatic recommendations (AARs) and display network placement led to high wastage and an unstable and high cost per lead (CPL).

Undifferentiated tracking

The focus was primarily on pure lead quantity, without strategically using valuable signals from deeper funnel stages—such as the price estimation call (PEC)—for bid optimization.

Non-transparent competitive market

In a highly competitive environment with fluctuating search interest, the challenge was to defend brand visibility against aggressive competitors while simultaneously reducing CPL.

Step 2

Our Approach

To achieve these ambitious goals, we followed a clear roadmap that led from radical technical streamlining to data-driven high-performance optimization.

Structural realignment

In the first phase, we cleaned up the historically grown account to eliminate wastage and control the algorithms more precisely:

Radical account cleanup: We reduced the overly complex structure of over 70 ad groups to 27 thematically focused groups.
Elimination of cost drivers: Keywords with a high CPA or without conversions were identified and consistently paused.
Technical account hygiene: We deactivated inefficient automatic recommendations (AARs) and excluded the display network from search campaigns to ensure click quality.
Tracking refinement: To improve the data basis, we implemented micro-conversions (e.g., zip code entries) to accurately map the user path in the funnel.
Budget automation: Using automated scripts, the budget was specifically increased on high-performing weekends and reduced during inefficient times.

Deep Funnel & UX Testing

After initial stabilization, we used advanced testing and UX optimizations starting in February 2024 to take the conversion rate (CVR) to a new level:

Deep funnel bid management: We switched the bidding strategies to more qualified signals such as the Price Estimation Call (PEC) instead of optimizing solely on simple form submissions.
Mobile UX optimization: In May 2025, we adjusted the mobile configurator by removing the complex “floor plan drawer,” which massively improved the mobile CVR.
Strategic lead funnel separation: In intensive test series, we separated the campaigns according to funnel stages (upper funnel vs. PECs) to make lead quality precisely controllable.
AI-supported expansion: Through AI-based keyword research, we tapped into new topics such as “AI kitchen planning” and “barrier-free kitchens” and tested messaging variants via RSA asset data.

We Create Digital Leaders

Step 3

WEVENTURE Delivers Results

The consistent implementation of the deep funnel strategy led to a continuous increase in efficiency, which culminated in historic highs in the summer and fall of 2025 (as of December 31, 2025).

Lead Growth

Through technical consolidation and the development of new areas such as B2B and AI kitchen planning, we massively scaled our lead volume.

Cost per Lead (CPL)

Over a period of two years, between September 2023 and November 2025, we reduced the CPL by a whopping 76% with the help of radical account hygiene, targeted UX customization, and strategic funnel separation.

Mobile Conversion Rate (CVR)

In May 2025, we identified the complex floor plan drawing tool as a barrier in the mobile user journey and removed it specifically for smartphone users. This UX lever immediately increased the conversion rate on mobile devices by more than a quarter.

PEC completion rate in funnel test

In a test phase from June to July 2025, we strategically separated the campaigns by funnel stages (upper funnel vs. qualified leads) for the first time. While standard structures stagnated at a PEC-CVR of approximately 1.1%, our specialized approach multiplied the quality of the sales pipeline.

Increase in kitchen sold value

Our strategy focused consistently on actual business value rather than pure click numbers, which massively increased the value of the kitchens sold.

Increase in priority leads

Through accompanying SMA measures in 2025, we increased brand reach and search interest. This resulted in a higher number of highly efficient leads.

Learnings

Key Insights

The PEC lever: One of the most important and, as it turned out, most effective measures was switching bidding strategies to deep funnel events, in particular the Price Estimation Call (PEC). Instead of simply training the algorithm on the mass of lead finishers, the more qualified PEC signals provided a significantly better basis for smart bidding.
Mobile UX – Less is more: Through detailed funnel analysis, we learned that complex technical features often act as conversion killers on mobile devices. Removing the floor plan drawer for mobile users in May 2025 was the most effective single measure for increasing efficiency. The result was an immediate CVR uplift of 25.91% in the mobile segment, as the hurdle for a quick closing on smartphones was significantly lowered.
Strategic lead funnel separation: Separating upper funnel (lead finishers) and qualified leads (PECs) into separate campaign structures enabled a whole new level of budget control. We learned that a specialized approach to qualified leads can achieve a PEC CVR of up to 6.04%. This modulation allowed us to invest budgets precisely where the probability of an actual kitchen sale (Kitchen Sold) is highest.
Agility through dynamic budget management: The kitchen market is subject to significant fluctuations depending on the day of the week. A key measure was the implementation of automated rules for budget pushes on weekends (Saturday and Sunday) with simultaneous throttling during the week.