Case study
Brainbox
The brief was clear: do more with less.
Context
For over 45 years, Brainbox has been the Belgian benchmark for DIY renovation systems: electricity, plumbing, and heating. As a long-standing leader in a mature market, the brand knows that sustainable growth doesn't just depend on bigger investments. It relies primarily on smarter budget allocation. As the final phase of 2025 approached, Brainbox made the strategic decision to reduce its digital acquisition budget and challenged us to maintain, or even improve, its commercial performance.
Challenge
The brief was clear: do more with less. With significantly reduced budgets on Meta and Google Ads, the pressure shifted entirely to efficiency. The goal was not only to maintain conversion volume but also to actively improve the cost per acquisition while keeping the pipeline well-fed during the renovation sector's peak season.
Solution
We carried out a complete strategic overhaul. On Google, we focused 100% of resources on channels with a proven ability to generate ROI, cutting investments that couldn't demonstrate a direct return. On Meta, we implemented a full-funnel structure combining prospecting and retargeting, designed around the longer decision-making cycle typical of the renovation industry. Across both platforms, we invested heavily in ad quality and targeting precision to maximize click-through rates and lower acquisition costs.
Results
The numbers speak for themselves. Despite a drastic reduction in media spend, the conversion rate on Google increased by +1158% year-over-year, thanks to more precise targeting and the total elimination of wasteful spending. On Meta, the CTR more than doubled (+121.5% year-over-year), click volume grew by +29.6%, and the cost per conversion decreased on both platforms: -13.3% on Meta and -16.4% on Google. Less budget. More efficiency. Commercial performance fully preserved.
+1158%
Google conversion rate (YoY)
+121.5%
Meta CTR (YoY)
+29.6%
Meta click volume
-13.3%
Meta cost per conversion
-16.4%
Google cost per conversion