How Shutters Inc. cut Google Ads costs by 54% while growing traffic 233% across the Netherlands and Germany
- Google Ads CPC down 54%, CPM down 42% — while traffic grew 233%
- Conversion rate up 132%, CTR reaching 7.25%
- Meta Ads cost per landing page view down 62%
20 years of craftsmanship — now backed by a site and ad accounts that convert
Shutters Inc. is a Dutch manufacturer of made-to-measure wooden, aluminium, and plastic window shutters, producing everything in their own factory in Haaksbergen. With FSC-certified wood, free in-home measuring, and 20 years in the trade, they deliver and install across the Netherlands, Belgium, Germany, and France.
The product and craftsmanship were never in question — the website and paid campaigns needed to catch up to match.
A strong product, but a website and ad accounts working against it
- No easy way for visitors to price a custom wooden, aluminium, or plastic shutter online
- Google Ads budget was leaking to competitor brand searches, marketplaces, and information-only queries
- Newer German-language campaigns needed a different structure than the established Dutch ones
- Meta's German lead campaign was spread across a geography far wider than the area Shutters Inc. can actually service
Shutters Inc. had the product, the factory, and 20 years of craftsmanship behind them — but the digital side hadn't caught up. Visitors had no way to get a fast, accurate price for their shutters online, and the paid campaigns funding that traffic were spending against the wrong searches and the wrong geography.
The German market, in particular, was still in its build-up phase — more than half of paid spend was going there, but without the campaign structure or targeting discipline the established Dutch campaigns already had.
3 channels, one connected strategy
Website Renewal & Quote Configurator
Built a custom price-quote configurator directly into the site, so visitors can price wooden, aluminium, or plastic shutters instantly instead of waiting on a manual quote. Alongside it, we improved site speed and Core Web Vitals — both feeding directly into a stronger organic presence and a higher on-site conversion rate.
Google Ads — Search Restructure
Rebuilt every campaign by product group — wooden, aluminium, plastic — so each ad group speaks to its own product instead of competing with itself. Added negative keyword lists to cut spend on competitor brands, marketplaces, and information-only searches, and fixed keyword-to-landing-page mismatches. Most optimisation effort went into the newer German-language campaigns.
Meta Ads — Paid Social
Reviewed every campaign, paused underperformers, and reallocated budget toward what was working. Reused organically successful Instagram Reels as paid creative at zero extra production cost, corrected the German lead campaign's geography to the region Shutters Inc. can actually service, and added server-side (Conversions API) tracking for a cleaner signal.
Lower costs, sharper targeting, far more qualified traffic
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