Overview
Euromarble is a premium supplier of natural stone, marble, and engineered surfaces, servicing architects, designers, builders, and homeowners across Australia. Their product range spans prestige residential projects through to large-scale commercial fit-outs, which means the value of an inbound enquiry can vary enormously depending on who is asking and why. One Egg manages both paid search and SEO for Euromarble, with activity running across Google Ads and organic search simultaneously. What became clear over time was that optimising either channel purely on clicks and form submissions was leaving a significant gap: neither One Egg nor Euromarble had a reliable way to understand which leads were actually valuable, which channel was driving them, and which campaigns within each channel deserved more investment. A homeowner replacing a bathroom splashback and an architect specifying stone for a luxury apartment development both look identical inside Google Ads. They are not identical to the Euromarble sales team. And without knowing which channel generated which type of lead, intelligent decisions about where to focus effort were impossible. WhatConverts was introduced to close that gap. It helped the client, and it made One Egg’s work more honest and more effective across both channels.
Exceptional Results Through Expert Digital Marketing Guidance
“It has been almost a year since Euro Marble engaged One Egg for SEO optimisation and what a pleasurable and successful experience it has been thus far! Their extensive knowledge in their field of work and ability to constantly provide us with insights into the ever-changing trends and updates in digital marketing is a rarity in the industry but something they do exceptionally well! Our website visits and more importantly enquiries have increased dramatically since they were commissioned and their easy to comprehend monthly reporting depicts this. Ilan and the team at One egg are very determined in providing only the highest level of service and delivering results. I have absolutely no hesitation in recommending them to any organisation (big or small) looking to grow their presence and excel in the digital marketing sector.”
02 · ChallengesChallenges
How One Egg introduced lead tracking to Euromarble, and why it made us better at our job as much as it helped theirs.
- Lead value was invisible to the agency: Google Ads could tell us a conversion happened. It could not tell us whether that conversion was a trade enquiry worth tens of thousands of dollars or a general retail question that would not proceed. We were optimising in the dark.
- Paid and organic were producing leads, but credit was unclear: With both Google Ads and SEO running simultaneously, Euromarble had no way to know which channel was driving which type of enquiry. That made it impossible to have an informed conversation about where to invest more and where to pull back.
- Campaign decisions were based on incomplete signals: Without knowing which enquiries translated into genuine opportunities, it was impossible to confidently direct budget toward the campaigns and keywords actually contributing to revenue.
- The client had no centralised lead record: Enquiries arrived across phone, email, and web form with no common tracking layer. Volume, source and quality were hard to read at any given time.
- Running two channels without this visibility is a disservice: Generating activity for a client is not the same as generating value. One Egg recognised that without understanding what the leads were actually worth and where they came from, we could not genuinely claim to be working in Euromarble’s best interest.
03 · SolutionsSolutions
- WhatConverts implementation: Integrated WhatConverts across the Euromarble website to capture and attribute every inbound enquiry (phone calls, form submissions, and contact requests) back to the specific channel, campaign, keyword, and ad that generated them.
- Cross-channel attribution: With both Google Ads and SEO running simultaneously, WhatConverts gave One Egg the ability to see which channel was driving which type of lead. A paid search enquiry from a high-intent commercial keyword and an organic enquiry from a product research term both became visible, attributable, and comparable. Decisions about where to invest across both channels could now rest on real data.
- Lead qualification layer: Worked with the Euromarble team to set up a simple lead classification process inside WhatConverts, so they can tag enquiries by type and quality. This gave One Egg the signal needed to distinguish high-value trade and commercial leads from general retail interest, and adjust strategy across paid and organic accordingly.
- Agency optimisation uplift: With genuine lead quality data flowing back into reporting, One Egg was able to identify which campaigns, search terms, and organic content were driving the right conversations, and which were generating volume without value.
- Shared reporting view: Configured WhatConverts to give the Euromarble team a clean record of every enquiry and its source, whether paid or organic. The same data that informs channel decisions also informs the sales team’s follow-up process. Both sides work from a single source of truth.
04 · ImpactImpact
- Better agency work across both channels: One Egg can now make decisions about both paid search and SEO based on what is actually driving business for Euromarble, rather than what is driving clicks. The quality of work across both channels improved directly as a result of having access to real lead data.
- Channel attribution established: For the first time, Euromarble and One Egg can see exactly which channel (paid or organic) is generating which type of enquiry. That visibility changes the nature of every budget and strategy conversation.
- Lead source clarity: Euromarble now knows where every enquiry comes from, whether it was a call driven by a paid brand term, a form submission from an organic product page, or a contact request from a targeted trade campaign.
- Quality over volume: The distinction between a high-value commercial enquiry and a general retail contact is now visible and trackable. Both the agency and the sales team can prioritise and respond accordingly across every source.
- A more honest partnership: Introducing WhatConverts was an act of accountability as much as a technical implementation. It holds One Egg to the standard of generating leads that matter across both paid and organic, rather than leads that simply count. That is a different kind of agency relationship, and a more valuable one.
