Thermogreen AG: 217 leads a month, with no in-house marketing team
What the same client looks like two years later
Thermogreen AG · Building technology · 1 February 2026
Leads per month
Average across all channels
Organic clicks
December 2025 compared with January 2026
Marketing contacts
Database built for remarketing and lookalike audiences
The challenge
The display campaign worked. That created the more difficult question: what happens next.
Thermogreen had no in-house marketing team and no intention of building one. What they wanted was someone who keeps the campaigns running, watches the tracking, and brings ideas, without the overhead that usually arrives with an agency. In parallel, a second audience had to be opened up: architects, hoteliers and planners who specify conservatories for their own projects.
What we did
Ongoing support, deliberately lightweight. Thermogreen sends a message with a request. We analyse it, recommend, and implement. Monthly billing, quarterly review of campaign performance. No thirty-page strategy document, no weekly standing meeting with ten people.
The work itself covers the full Google Ads structure (search campaigns for people ready to buy, display for awareness, remarketing, and Customer Match built from the existing CRM lists), the connection between HubSpot and Brevo, and the B2B lead generation for the second audience.
What came out of it
An average of 217 leads per month across all channels. Organic clicks rose from 549 in December to 733 in January, an increase of 33%. The contact database has grown to 14'570 records, which is what makes lookalike audiences and remarketing possible at all.
The part that does not show up in a metric: Thermogreen has a partner who thinks along, without the complexity.
How we went about it
What ongoing support looks like here
There is no thirty-page strategy document and no weekly standing meeting with ten people. The arrangement is deliberately small.
- Thermogreen sends a message with a request.
- We analyse it, recommend something, and implement it.
- Billing is monthly, by hours worked. Typically ten to twelve hours a month.
- Campaign performance gets a proper review once a quarter.
That reads as unremarkable, and that is the point. Many small companies avoid agencies because they expect overhead. This works like a freelancer who thinks along, with an agency behind him.
Google Ads: where the leads come from
The Google Ads account is the centre of the ongoing work. We run the whole structure.
- Search campaigns for people ready to buy, on terms like «Wintergarten Zürich» and «Terrassendach Offerte».
- Display campaigns for awareness inside the audience.
- Remarketing for website visitors who have not enquired yet.
- Customer Match: existing CRM lists seed lookalike audiences, so we can find people who resemble the best current customers.
Our standing recommendation is to concentrate on the top products and the search campaigns, because that is where lead quality is highest. Fewer qualified enquiries beat more volume without substance.
Opening the second audience
Alongside homeowners, Thermogreen wanted to reach architects, hoteliers and planners who specify conservatories for their own projects. Different audience, different tools.
- An email campaign to around 1'000 contacts from architecture and planning.
- A Brevo account for automated email flows, connected to HubSpot.
- HubSpot as the single place where every lead lands, B2B and B2C alike.
- Segmented lists: 4'235 hot leads, 14'570 marketing contacts and 304 customers, each with its own approach.
The hot lead and marketing lists turned out to be the durable part. They are what makes lookalike audiences and remarketing possible at all.
Tracking, so every lead has a source
Google Tag Manager, Google Analytics 4 and the Search Console form the base. Lead tracking runs through HubSpot, so every enquiry is assigned to a channel.
Once a month we look at the same four numbers: leads, cost per lead, organic clicks and impressions. That shows what is working and where to adjust.
The numbers, in full
- 217 leads a month on average, across all channels.
- 166 highly qualified leads a month from May onwards, after we worked on lead quality. Fewer in total, better in substance.
- Organic search: 549 clicks and 54'900 impressions in December 2025, 733 clicks and 62'800 impressions in January 2026. The brand term «thermogreen» alone gained 76 clicks.
- 14'570 marketing contacts in the database.
One more figure belongs here, and it is a target rather than a result. Our own analysis puts around 142 leads a month, so roughly 33 a week, as the realistic level if the focus stays on the top products and the search campaigns. That is below the 217, on purpose.
What you can take from this
- 1
You do not need an in-house marketing team
Ten to twelve hours a month of outside work can do more for a small company than a full-time hire, because you buy the specialist knowledge without the overhead.
- 2
Simplicity is a feature, not a compromise
If you have to fill in a briefing document before anything happens, something is wrong with the arrangement.
- 3
Lead quality beats lead count
217 sounds better than 166. The 166 are worth more. Optimise for the channels that bring customers, not clicks.
- 4
Your existing contacts are an asset
Customer lists, newsletter subscribers and CRM records feed Customer Match and lookalike audiences. Most companies sit on more than they think.
- 5
Organic growth is slow, then visible
A third more organic clicks in a single month came from steady work over a long time, not from one decision.
"What I value most about working with digital M. is that it is simply straightforward. I write to Janick, and things happen. No overhead, no long meetings. Just a partner who understands what we need."
Nando von Niederhäusern, Head of Marketing, Thermogreen AG
Translated from German.
Services used
The full case study is also published in German: /kunden/thermogreen-marketing-support/
Similar results for your company?
Tell us what you are working on, and we will say honestly what is realistic.
Send us a message
