01 the starting point
SEARCH WITHOUT A CALL PATH.
PILLAR sells solar carports to B2B buyers who research in Google. Without clear phone, email and form tracking, Search looked like traffic — not like measurable contact intent. Sales needed a readable contact mix, not another opaque «lead» total.
02 what we built
GOOGLE SEARCH WIRED TO SALES.
Search campaigns for German carport demand, with primary conversions split by how the buyer wants to engage — call, email or form — so the quarter reads as conversation demand, not a pile of clicks.
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01
INTENT
Map Search queries to PILLAR carport offers in Germany.
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02
CONTACT MIX
Track phone, email and form as separate primary actions.
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03
SCALE
Calibrate in January–February, scale into the March peak — 110 contact events in one month.
03 results
THE CONTACT MIX.
72Phone contacts from Search
60Email clicks
142Contact events in one quarter
€23Per measured contact
more than one call every working day — from buyers already searching for carports.
04 the footnote
A QUARTER OF
CONVERSATION DEMAND.
142 contact events in a single quarter — 72 calls, 60 emails, 10 completed forms.
- measured period
- 2025-01-01–2025-03-31 (Q1 2025)
- fader
- Google Ads
- source
- public case on grandma.agency, numbers as recorded in the account — no rounding beyond what the label says
05 who this is for
FOR HIGH-TICKET B2B THAT NEEDS CALLS.
Teams selling complex offers where a conversation beats another Instant Form — and Search must feed sales, not vanity clicks.
- Buyers research in Google before they buy
- You want phone and email paths measured, not just «leads»
- Social already fills volume; Search should catch intent
06 timeline
HOW THE CALL PATH FORMED.
- Structure
Search setup and conversion actions by contact type.
- January–February
Query and bid calibration: 12, then 22 contact events.
- March
Peak month: 110 contact events. Quarter total — 72 calls, 60 emails, 10 forms.
07 asked about this case
What counts as a contact event?
Phone clicks, email clicks and completed forms tracked by Google Ads in the Search campaigns in Q1 2025 — measured buyer actions, not estimates.
Why lead with calls?
Solar carports are a high-ticket B2B purchase — decisions start in a conversation. A call is the shortest path from a Google query to a sales dialogue.
What did one contact cost?
€3,238 of quarterly media spend produced 142 contact events — about €23 per contact. For comparison, PILLAR's Meta campaigns bring a lead at about €25.
How fast does Search start delivering calls?
Two months of calibration, then the peak: 12 contact events in January, 22 in February, 110 in March. High-ticket Search needs a short ramp — then it compounds.
