Client
RASCO
Expertise
Research
Strategy
Implementation
Operations
Year
2020 - Present
RASCO is one of the leading European manufacturers of professional traffic infrastructure maintenance equipment. As both a metal producer and high-tech company, it designs and sells products in over 40 countries across five continents. With 450 employees, 80% of its revenue comes from exports.
Challenges
Evaluating the potential of advertising in an industry traditionally driven by sales and personal relationships.
Identifying strategies to rapidly increase new leads for a well-established, high-quality European client.
Ensuring lead growth becomes a sustainable standard rather than a one-time surge, remaining a key driver of business expansion year after year.
Exploring new international markets to boost sales through targeted, cost-effective campaigns.
Continuously innovating and experimenting with advanced tactics each year.
Solution
We implemented a funnel-based advertising approach guided by the STDC (See-Think-Do-Care) model.
The strategy was agile and highly detailed, covering individual settings for each channel, campaign, ad set, and advertisement. We also explored and integrated non-traditional push channels rarely used in this industry to broaden reach.
To support smooth execution and transparency, we developed comprehensive documentation, including: Naming conventions, UTM builders, reporting systems, an optimization schedule, a budget tracker.
Our optimization process was data-driven, focused on achieving the predefined KPIs.
We also trained the internal team to interpret data and understand advertising mechanics, enabling them to become partners in our on-going optimization.
Lastly, we continuously planned new activations and automations, staying current with industry trends while remaining aligned with the project’s established goals.
Results
- 28% 28% year-over-year increase in lead generation during the first three months of 2020, despite the onset of COVID-19
- 49% 49% growth in website-generated leads in 2020 compared to 2019
- 79% 79% increase in lead generation in the second year (2021) compared to 2019
- Consistent results from 2021 through 2024 Maintaining the same level of lead generation despite the industry’s small size and without increasing costs
