When the whole funnel happens at the dealer, you have to decide for yourself what to measure.

A top-of-funnel radiator buyer doesn’t buy on the manufacturer’s site. They orient themselves, compare designs, look for a local installer, and then close the transaction off-site. None of that downstream value was being measured. We worked out which on-site signals reliably preceded a dealer interaction — dealer-locator use, brochure downloads, product-spec page views, configurator use — and set them up as tracked conversion actions.

These are deliberately soft conversions. They cost €0.40 each and they aren't closed sales. They're the highest-quality proxies we could measure for downstream purchase intent through the dealer, given the shape of the funnel.

With tracking in place, the campaign structure followed. Search campaigns were split into intent-matched clusters per product line — high-end design series separated from standard collections, configurator-driven searches kept apart from generic radiator searches. Each cluster could bid on its own merits instead of competing against itself inside a flat structure.

Campaigns by product line and search intent, not by budget convenience.

Not every region had the same dealer density or the same conversion behaviour. Budget was redistributed based on geographic performance — areas with active, well-reviewed dealers got proportionally more spend than regions where the nearest installer was 80km away.

By month six, roughly 8,000 measurable engagements at €0.40 each — a baseline the distributor could finally hand to dealers as evidence that the top of the funnel was working.

The same monthly budget, but more of it going to clicks that could plausibly lead to a transaction.