180% more paid leads at half the acquisition cost

ERCO sells and installs Generac standby generators across Quebec. After five agencies, the team still couldn’t tell which ad dollar brought in which lead or customer.

Our HubSpot audit found duplicate contacts, unused workflows, mixed pipelines and 564 deals stuck in a “to sort” stage. No contact ever reached MQL, so funnel reporting was impossible, and every inbound call, wrong numbers included, became a lead. On Google Ads, ERCO had 27% impression share, ads on irrelevant searches, and one keyword spending $568 for a single lead.

• HubSpot CRMBuilt a dedicated lead pipeline, restructured their revenue pipeline, and automated lifecycle stages, with traffic source tracked on every record from first click to closed deal. CallRail is integrated so every web call ties back to its ad source, quotes are linked directly to deals, and live dashboards and Slack alerts keep sales and marketing working from the same numbers.
• Google AdsCut wasted spend first (50+ negative keywords, poor placements excluded), then moved budget to the best-performing generator campaigns and retuned bidding.
• Meta AdsLaunched in May, then expanded in September with a dedicated generator campaign running 15 ads. SQL signals are sent back to Meta’s algorithm so it optimizes toward actual buyers, not just form fills.
• Landing pageA redesigned generator page that converts visitors to leads 70% better than the first version.

From March to October 2026, paid leads per month grew 180% and qualified paid leads 169%, while ad spend grew 68%. Cost per lead fell 40% and paid customer acquisition cost fell 48%.

September 2026 was ERCO’s best month on record, with closed-won deals up 246% compared with September 2025. Across March to October, paid ads returned 24× on average.

ERCO is a Quebec residential energy company that supplies and installs automatic standby generators, along with solar panels and wall batteries. Its own master electricians handle every install, for homeowners across Greater Montreal and the Laurentides. ERCO sells through free, fixed-price quotes, with financing available.