Raiden: 508 conversions for lightning protection and grounding in 6.5 months
Turnkey lightning protection and grounding + an online store of kits. We built analytics from scratch, connectedcall tracking via Binotel and scaled from services to e-commerce in a single account.
What the system delivered
Who they are and what they sell
Raiden is a company that does turnkey lightning protection and grounding for businesses and private homes, and also sells ready-made grounding kits through its own online store. The task was to attract clients for two areas at once: installation services and online sales.
Services + e-commerce in one account
We started with the services: lightning protection and grounding installation for businesses and private homes. Later we added the product line — grounding kits from the online store. We had to build a system that drives both streams without cannibalization.
The problems we found at the start
- No call tracking — calls from the ads weren’t tracked at all.
- The site had no callback button (GetCall) — some inquiries were being lost.
- Analytics weren’t set up: conversions weren’t passed to Google Ads, so campaign optimization was impossible.
- Without a CRM link it was impossible to assess traffic quality.
The steps that produced 508 conversions
- We connected Binotel call tracking for full accounting of calls from the ads.
- We installed GetCall (a callback button) on the site.
- We set up turnkey analytics: GA4 → Google Ads, a split into primary and secondary conversions, integration with KeepinCRM.
- We started with advertising the services: lightning protection installation, grounding, system inspections.
- We added the product line — grounding kits (search + PMax on products).
- We tested narrow campaigns for specific areas — kept only the most effective, switched off the rest.
- We separated primary conversions (purchases, forms, calls) from secondary ones (add to cart, catalog, phone clicks).
Data from the ad account
What the client got in 6.5 months
- 508+ conversions in ~6.5 months (forms, calls, online purchases).
- ~194 tracked calls via Binotel — previously they saw none.
- 38 online purchases through the grounding kit store.
- A cost per conversion of 509 UAH — a working CPA for the B2B installation niche.
- Successfully scaled from services to a “services + e-commerce” format in one account.
- Full analytics: from catalog view to purchase, plus CRM integration with KeepinCRM.
Package: Google Ads + analytics + call tracking
We’ll build clean analytics with Binotel and a CRM, and launch campaigns for services and e-commerce in one account.