Industry overview
What is shaping wood & timber
Wood, plywood, laminates and furniture are sold through a chain of influencers: carpenters, contractors, architects and dealers often decide the brand before the homeowner does.
- Carpenters and contractors heavily influence brand choice
- Dealers balance margins, credit and brand pull
- Sustainability and certified timber matter more to buyers
Client background
A modular kitchen and wardrobe brand in the UAE, working in Dubai & Abu Dhabi. Client identity is withheld to protect confidentiality.
- Organisation
- A modular kitchen and wardrobe brand in the UAE
- Sector
- Wood & timber
- Team engaged
- Digital Marketing
- Services
- Lead generation, Google Ads / PPC, Landing page & CRO
Client challenge
The brand received many enquiries, but sales teams complained that most were from people with no budget or no immediate plans.
Research objectives
- Deliver on the brief: generating qualified leads for modular kitchens.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Website, campaigns and CRM integration.
Audiences we typically reach in wood & timber
Carpenters and contractorsArchitects and interior designersDealers and distributorsHomeownersFurniture buyers
Geographic coverage
Coverage: Dubai & Abu Dhabi. Market: United Arab Emirates.
- United Arab Emirates
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search and social campaigns
- 3Lead qualification
- 4Insight
We rebuilt landing pages with clear price guidance, added qualifying questions on project timing and budget, and refined campaigns towards high-intent searches. Leads flowed into the CRM with source tracking.
Lead generationGoogle Ads / PPCLanding page & CRO
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Enquiry volume fell slightly, but the share of qualified leads rose and the sales team’s conversion improved.
Price guidance on landing pages filtered out mismatched leads before they reached sales.
Recommendations
- Build on the core insight: price guidance on landing pages filtered out mismatched leads before they reached sales.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Budget shifted towards campaigns that produced qualified leads rather than cheap form fills.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how much does sustainability influence choice?
Client identity is withheld to protect confidentiality.