How Our Omnichannel eCommerce Strategy Generated 400+ Leads for a Pergola Company

When we first reviewed the Pergola Company accounts, the opportunity was clear. The brands had strong products, real market demand, and a high-value offer — but their digital marketing system was not set up to capture, qualify, and convert that demand properly.

Across April and May 2026, the Bubblegum Marketing team rebuilt the marketing foundation across Meta Ads, Google Ads, SEO, website conversion optimisation, tracking, and CRM automation.

The result was a complete omnichannel growth system that generated 400+ Meta form leads in May alone, identified 17 hot leads, supported $132K in quotes sent, improved SEO traffic by 80% for Pergola Company, and helped grow organic traffic by 3x.

The Challenge: Strong Products, Broken Marketing Foundations

When Bubblegum Marketing took over the Pergola Company accounts, the brands already had strong products, clear demand, and a high-value offer in the market. The problem was not the product — it was the marketing foundation behind it.

The existing setup had several issues that were limiting lead quality, website conversions, tracking accuracy, and overall growth.

1. Meta campaigns were too limited. The previous campaign structure relied heavily on message-based conversion paths, which restricted the ways potential buyers could enquire.
2. Google Ads was optimising for the wrong actions. Add to Cart, Begin Checkout, and other lower-value actions were being treated as primary conversions, which meant the algorithm was not properly focused on true leads and sales.
3. Website conversion issues were blocking buyers. Shipping rules were not working correctly, product pricing was displaying in a confusing way, and mobile UX issues were creating unnecessary friction during the buying journey.
4. SEO foundations needed to be rebuilt. Both websites had indexing, sitemap, product description, metadata, and on-page optimisation issues that were holding back organic growth.
5. Lead follow-up was not automated. Incoming enquiries were entering the CRM without a strong immediate follow-up system, which meant hot leads could cool down before the sales team had a chance to respond.

In short, the brands had strong commercial potential, but they needed a cleaner, more accurate, and more connected marketing system across ads, SEO, website conversion, tracking, and CRM automation.

The Strategy: Data + Execution = Growth

At Bubblegum Marketing, we do not treat eCommerce growth as a single-channel problem.

For Pergola Company, the goal was not just to launch more ads. The goal was to rebuild the entire customer acquisition system so that every channel worked together traffic, enquiries, phone calls, website conversions, tracking, sales follow-up, and organic search.

That meant looking at the full journey from first click to final enquiry.

Here’s how we approached it:

• Rebuilt the paid advertising structure across Meta and Google so campaigns were aligned with real commercial outcomes, not low-value platform signals.
• Expanded the conversion paths so buyers could enquire through forms, phone calls, Messenger, landing pages, and website actions.
• Fixed the website issues that were blocking conversions, including shipping rules, pricing display, product page structure, mobile UX, and checkout friction.
• Strengthened the SEO foundation by fixing indexing and sitemap issues, improving product and category pages, expanding metadata, and publishing high-intent blog content.
• Set up accurate tracking across Meta Pixel, Google Ads, and Google Tag Manager so campaign performance could be measured properly.
• Built CRM follow-up automation in Go High Level so new leads received fast, professional communication instead of going cold.

The strategy was simple: fix the foundation, rebuild the traffic system, improve conversion points, and make sure every lead had a clear follow-up path.

Paid Ads Rebuild: Meta + Google Working Together

Once the marketing foundation was clear, the next step was rebuilding the paid advertising system across Meta and Google.

The previous setup was too narrow. It relied too heavily on limited conversion paths, which meant the brand was not capturing the full range of buyer intent in the market. Some prospects wanted to fill out a form. Some preferred to call. Some had quick questions through Messenger. Others needed to visit the website, compare products, and return later.

So we rebuilt the campaign structure around the way real buyers actually behave.

On Meta, we expanded the campaign mix to include lead generation, click-to-call, Messenger, and landing page view campaigns. This gave potential buyers multiple ways to engage with the brand depending on where they were in the decision-making journey.

The campaign structure was supported by new creative angles, including the free infrared heater offer and the core value proposition of saving up to $15,000 compared with a traditional builder-led pergola installation.

In May alone, the Meta lead generation campaign produced 400+ form leads, while the Messenger campaign generated 35 leads in the first three days. Across Meta and Google, the call campaigns also reported 60+ phone calls from high-intent buyers.

At the same time, the Google Ads account was rebuilt with a cleaner and more accurate structure. We separated campaigns by product type, keyword intent, and buyer stage, including branded searches, DIY pergola kits, manual louvered pergolas, motorised pergolas, wall-mounted pergolas, freestanding pergolas, and competitor gap opportunities.

The team also completed detailed keyword research, identified 100+ high-intent keywords, built a 41-keyword negative list to reduce wasted spend, and fixed the conversion goal structure so Google was optimising towards real commercial outcomes instead of low-value actions.

This gave the account a much stronger paid media foundation: better targeting, cleaner conversion data, more useful campaign segmentation, and multiple paths for qualified buyers to take action.

Not Just More Leads – Better Quality Leads

Generating leads is one thing. Generating leads that the sales team can actually work with is what matters.

That is why the Bubblegum Marketing team went beyond platform-reported numbers and reviewed lead quality directly. In May 2026, the Meta form campaign generated 400+ form leads. From those leads, 17 were identified as hot leads, with $132K in quotes sent.

The Messenger campaign also showed strong buyer intent, generating 35 leads in the first three days. Many of these enquiries were not casual questions — they were specific buying-stage questions about pricing, delivery, sizing, and installation.

Across Meta and Google, the call campaigns also reported 60+ phone calls, giving the sales team another high-intent conversion path from people ready to speak directly.

The most important takeaway was simple: the campaigns were not just driving more enquiries. They were reaching real Australian homeowners who were actively researching, comparing, and pricing pergola options.

Lead quality analysis from the May 2026 campaign review.

SEO Growth: Organic Traffic Up 80% and 3x

Paid media created the immediate lead flow, but SEO was just as important for building a stronger long-term acquisition channel.

When Bubblegum Marketing took over, both websites had technical and on-page SEO issues that were limiting organic visibility. Indexing problems, sitemap structure issues, thin product descriptions, missing metadata, and weak page optimisation were all holding the websites back from ranking properly.

The team rebuilt the SEO foundation across Pergola Company. This included fixing indexing and sitemap issues, improving product and category page structure, optimising title tags and meta descriptions, expanding product descriptions, improving internal linking, updating image alt text, and publishing SEO-focused blog content around high-intent buyer searches.

The results were clear within the two-month review period.

Pergola Company grew from around 1,300 organic visits per month to 2,100 organic visits per month — an increase of approximately 80%.

This gave the brand a stronger organic search foundation, helping them attract more relevant buyers without relying only on paid advertising.

Website & CRO Fixes: Removing Conversion Blockers

Traffic is only valuable if the website can convert it.

During the review, Bubblegum Marketing identified several website and conversion issues that were directly affecting the buyer journey across Pergola Company.

One of the most important fixes was the checkout and shipping setup. Shipping rules were not displaying correctly, and in some cases the checkout process was being blocked because previous shipping settings and code snippets were overriding the correct configuration.

This meant buyers could reach the point of purchase but still face friction before completing the enquiry or checkout process.

The team fixed the shipping logic, restored location-specific shipping rates, improved product and category page structure, and corrected pricing displays so users could see clearer starting prices instead of confusing price ranges.

Mobile conversion issues were also addressed. A sticky call button was colliding with the cart popup on mobile, creating friction for users who were trying to complete an action. Contact options were improved across the website, including phone visibility, tap-to-call access, and clearer enquiry paths.

These changes helped remove unnecessary friction from the buyer journey and created a cleaner path from traffic to enquiry, phone call, quote request, or purchase.

Tracking & CRM Automation: Making Every Lead Actionable

Driving traffic and fixing conversion issues was only part of the system.

The next step was making sure every important action could be tracked properly and every new lead had a clear follow-up path.

Bubblegum Marketing set up and verified conversion tracking across Meta Pixel, Google Ads, and Google Tag Manager. This included key website events such as Add to Cart, Begin Checkout, Purchase, phone call clicks, WhatsApp clicks, website calls, and lead form submissions.

This gave the campaigns cleaner performance data and helped the ad platforms optimise around the actions that mattered most.

The team also configured Go High Level CRM automation so new enquiries received immediate follow-up through SMS, email, and internal sales alerts.

The follow-up sequence was designed to respond quickly, set expectations, notify the sales team, and keep leads warm across the first seven days. Stop-on-response logic was also enabled, so automation paused when a lead replied and the conversation could move into manual sales follow-up.

This helped connect the full journey: ad click, website action, enquiry, tracking, CRM entry, and sales follow-up.

Conversion tracking was verified across Meta Pixel, Google Ads, and Google Tag Manager.

Automated SMS, email, and internal alerts helped ensure new leads received fast follow-up.

The Results: 400+ Leads, $132K in Quotes and Stronger Organic Growth

By the end of the two-month review period, the impact of the rebuild was clear.

Bubblegum Marketing had helped Pergola Company and move from a fragmented marketing setup to a connected omnichannel growth system across paid ads, SEO, website conversion, tracking, and CRM automation.

The results included:

1. 400+ Meta form leads generated in May 2026
2. 17 hot leads identified through lead quality analysis
3. $132K in quotes sent to hot leads
4. 35 Messenger leads generated in the first three days of the Messenger campaign
5. 60+ phone calls reported across Meta and Google call campaigns
6. Pergola Company SEO traffic grew by approximately 80%
7. 10 SEO blog articles researched, written, and published across both websites
8. Critical website, checkout, pricing, mobile UX, and tracking issues fixed
9. Automated CRM follow-up built across SMS, email, and internal sales alerts

But the most important result was not just volume.

The system created better visibility, better lead capture, better conversion paths, better sales follow-up, and cleaner data for ongoing campaign optimisation.

Instead of relying on one platform or one tactic, the brands now had a more complete digital growth engine — one designed to attract high-intent buyers, convert them through multiple pathways, and support the sales team with faster follow-up.

Key Takeaways From This Omnichannel eCommerce Case Study

This project shows what can happen when paid ads, SEO, website conversion, tracking, and CRM automation are not treated as separate tasks, but as one connected growth system.

The biggest lesson was that lead volume alone is not enough. The quality of the enquiry, the website experience, the speed of follow-up, and the accuracy of the tracking all matter.

For Pergola Company the strongest results came from improving the full customer journey:

• More conversion paths for buyers across forms, calls, Messenger, and website actions
• Cleaner paid media structure across Meta and Google
• Stronger SEO foundations across product, category, and blog content
• Critical website and checkout issues fixed
• Better tracking through Meta Pixel, Google Ads, and Google Tag Manager
• Faster lead follow-up through CRM automation

When all of those pieces worked together, the brands were able to generate more leads, improve lead quality, grow organic traffic, and give the sales team a stronger system to work from.

Partner with a Results-Driven Digital Commerce Agency

Whether you are an eCommerce brand, home improvement company, or service-based business with a strong offer, growth does not usually come from one campaign alone.

It comes from building the right system.

At Bubblegum Marketing, we help brands connect the full digital growth journey — paid ads, SEO, website conversion, tracking, automation, and sales follow-up — so every channel works harder together.

If your business is generating traffic but not enough quality enquiries, or if your marketing feels disconnected across multiple platforms, we can help you identify the gaps and build a cleaner path to growth.

Book a free strategy session with Bubblegum Marketing and let’s look at how your current marketing system can be improved.