Solving Attribution and Reporting Issues for Norfolk Kitchen

Norfolk Kitchen & Bath, a prominent renovation company in the Northeast United States, had long been grappling with significant challenges in accurately tracking and reporting the performance of their Google Ads campaigns. Despite using HubSpot as their CRM, the company had integrated a third-party appointment scheduling system to manage leads across multiple locations. This integration created a disconnect between their ad performance data and business systems, making it difficult to gain insights into campaign ROI and understand which advertising efforts were driving tangible results.

The lack of accurate attribution tracking was a major issue for Norfolk Kitchen & Bath. Without proper visibility into how their Google Ads campaigns were contributing to revenue, decision-making became challenging and their marketing spend seemed misdirected. Additionally, the integration of a third-party scheduling software led to fragmented data, making it nearly impossible to see the full picture of their ad performance. Manual lead routing further compounded the issue, slowing down response times and creating inefficiencies that prevented their sales team from engaging with leads in a timely manner. As a result, the company was struggling to optimize their ad spend and grow their business.

To address these challenges, Black Propeller recommended upgrading Norfolk Kitchen & Bath’s HubSpot system to the Sales Enterprise version. This upgrade provided all the features they had been using from the third-party appointment software while allowing all lead data to be managed directly within HubSpot. This streamlined approach created a unified platform for CRM, advertising, and appointment systems, significantly improving visibility and efficiency.

Additionally, we implemented an advanced attribution model for their Google Ads campaigns, linking ad performance to offline conversion actions and providing an accurate picture of lead generation throughout the entire sales cycle. We built custom dashboards within HubSpot to deliver real-time reporting, showing detailed insights into ad performance, lead attribution, and revenue generation.

Furthermore, the lead routing process was automated using HubSpot’s built-in features, ensuring that leads were assigned to the correct sales representative based on location, leading to faster and more efficient responses.

The results of the revamped system were immediate and transformative. Within 90 days of launching the new Google Ads campaigns with the enhanced attribution and reporting setup, Norfolk Kitchen & Bath saw an impressive 800% return on ad spend (ROAS). With the improved attribution model, the client was able to directly connect their advertising efforts to revenue, optimizing their marketing budget and making more data-driven decisions. The automated lead routing system not only saved time but also significantly improved lead response rates, ensuring prospects were contacted promptly. By aligning their advertising and CRM systems, Black Propeller empowered Norfolk Kitchen & Bath to confidently track their ad performance and drive substantial business growth.