Restoring & Multiplying a Lead Pipeline
How CROSS Digital helped Synergy Home Appliance grow new users 496% and lift paid search engagement 15x.
Executive Summary
Synergy Home Appliance, a leading premium appliance retailer serving the Greater Boston area, partnered with CROSS Digital after parting ways with their previous marketing agency. Their lead pipeline had stalled, organic visibility was eroding, and customer engagement was in measurable decline. Within weeks of engagement, CROSS Digital rebuilt the foundation from landing pages and Google Ads to local SEO and Google Business Profile, and the results compounded over the following 16 months.
By April 2026, total new users had grown 496%, paid search users had grown 1,518%, organic search users had grown 865%, and the company had logged more than 1,000 trackable customer interactions and 387 confirmed sales through its CRM. Boston-metro market penetration expanded across every priority town, and engagement quality measured in session duration and views per session improved alongside the volume.
The Challenge
Synergy Home Appliance approached CROSS Digital from a difficult starting position. After splitting with their previous agency, the lead pipeline that had once driven steady showroom visits and quote requests had effectively stopped. The leads page on the website was no longer ranking for the core local queries the business depended on, paid campaigns had drifted out of alignment with high-intent keywords, and the Google Business Profile that powered most of their walk-in traffic was under-managed.
The downstream effect was visible across every metric the team monitored. Sessions had been trending down for weeks. Organic search traffic was contracting at roughly 30% versus the previous comparable period. Social media referrals were dropping by more than 40%. Engagement rate, already a leading indicator of lead-pipeline health, had slipped almost 12%, and total event count was off 27%. With Burlington and the surrounding 15-town service area being a fiercely competitive market for premium appliance retail, every week without a fix was costing showroom traffic, quote requests, and ultimately revenue.
- Stalled lead flow after the prior agency engagement ended.
- Eroding organic visibility on the local keywords that mattered most for showroom traffic.
- Misaligned paid search spending against generic terms instead of high-intent local queries.
- Under-managed Google Business Profile, limiting walk-in lift from “near me” searches.
- No structured lead tracking, making it impossible to attribute sales back to channels.
Synergy needed a partner who could move quickly, restore the basics, and then build on top of them.
The Solution
CROSS Digital opened the engagement with a focused two-week sprint: market research, competitor analysis, and a refreshed local-keyword set built around how Greater Boston homeowners actually search for premium appliances. From that foundation, we shipped a high-converting landing page, launched a re-architected Google Ads campaign, and restarted the lead flow within the first fortnight. Over the following months we extended the work into a full digital growth program.
1. Foundation: landing page and paid search
We replaced the underperforming lead page with a conversion-first landing experience built around clear calls to action: store visit, phone, and quote request. We rebuilt Synergy’s Google Ads account around the keywords most correlated with intent: branded showroom searches, town-specific premium-appliance queries (Burlington, Woburn, Lexington, Lynn, Lowell, and others), and authorized-dealer searches for Sub-Zero, Wolf, Thermador, and Miele.
2. Technical and on-page SEO
We audited and resolved the technical issues blocking organic performance: page-speed improvements, schema corrections, broken links, and indexation gaps, and then rewrote meta titles and descriptions across the highest-traffic pages with the new keyword targeting. Search Console was set up properly so we could measure impressions, click-through rates, and ranking trends over time.
3. Content and blogs
We launched an editorial cadence of fresh, locally targeted blog posts coverage of seasonal buying moments (Mother’s Day, Memorial Day, summer entertaining), brand-specific buyer guides, and educational pieces on energy efficiency and Mass Save rebates. Each post reinforced the local keyword strategy and gave the Google Business Profile and social channels something timely to amplify.
4. Google Business Profile
The Google Business Profile became a managed asset rather than a passive listing — regular posts, photo refreshes, Q&A engagement, and review handling. This was decisive for Synergy’s market: most premium appliance buyers begin with a Google search and convert through a showroom visit, so map-pack visibility translates almost directly into walk-in leads.
5. Geographic expansion
We extended Synergy’s online footprint beyond Burlington into every relevant town in the service region: Woburn, Lexington, Bedford, Billerica, Wilmington, Winchester, Arlington, Reading, Stoneham, Wakefield, Melrose, and beyond with on-page targeting, local content, and paid campaign segmentation designed to capture high-intent searches in each community.
6. Lead tracking and attribution
We stood up a comprehensive lead-tracking system that captured every inbound store visit, phone call, Podium message, email alongside source, town, and product interest. For the first time the business could see which channels were driving sales, not just leads, and the data started informing budget allocation within weeks.
The Results
Over the 16-month engagement (Dec 17, 2024 – Apr 18, 2026), Synergy Home Appliance saw compounding gains in traffic, engagement, and sales. The increases shown below are versus the equivalent prior 16-month window.
| New users | 24,000 | +574% |
| Sessions | 32,582 | +533% |
| Returning users | 2,800 | +492% |
| Avg. session duration | 3m 39s | +47% |
| Engagement rate | sustained | +95% (almost 2x) |
| Views per session | 3.49 | +36% |
Channel performance (new users)
Source: GA4. Paid Search led the lift, driving the majority of incremental users.
Local market penetration (active users by city)
Geographic expansion delivered triple-digit lifts across every priority town.
Lead and sales outcomes
The traffic gains translated directly into pipeline. Synergy’s CRM logged more than 1,000 distinct customer interactions over the engagement, with Google responsible for the largest share of attributed sources. By the seven-month milestone (Dec 17, 2024 – Jul 21, 2025), the business had already recorded a 161% increase in total leads versus the pre-partnership baseline; the lift continued from there.
CRM-tracked lead sources across the engagement (n = 1,012).
| Customer interactions logged | 1,013 | tracked in CRM |
| Sales/orders recorded | 387 | confirmed sales |
| Leads attributed to Google | 688 | ~68% of pipeline |
| 7-month lead lift | +161% | vs. pre-partnership |
| 7-month confirmed sales | 90+ | within first 7 months |
Top product inquiries during the engagement: full kitchens, dishwashers, kitchen packages, refrigerators, and ranges with strong concentration in Burlington, Lexington, Winchester, Arlington, and Woburn.
High-ticket categories — full kitchens, laundry, ranges, refrigerators — drove inquiry mix.
Why It Worked
Three things made this engagement compound rather than spike. First, we sequenced the work correctly, paid search restored short-term lead flow within two weeks while the slower organic and local SEO investments matured underneath, so the business never had a quiet month. Second, we treated the Google Business Profile as a primary growth surface, not an afterthought; in a category where buyers research online and convert in the showroom, the map pack is the highest-leverage channel. Third, the lead tracking system closed the feedback loop: every dollar of paid spend, every blog post, and every GBP update could be tied to actual sales, which let us reallocate aggressively toward what was working.
Client Testimonial
“CROSS Digital helped us grow our leads by over 160% in just a few months. Their Google lead tracking and local SEO strategy truly transformed our business.”
— Synergy Home Appliance
Before & After: Why Synergy Couldn’t Wait
The data made the case obvious. In the lead-up to the CROSS engagement, Synergy was watching a steady erosion across every key metric, the kind of decline that compounds if left unaddressed.
Within two weeks of starting with CROSS Digital, leads were flowing again. Sixteen months later, every one of those metrics had not just recovered — it had been multiplied several times over.
Got a Project? Let’s Connect.
Need a quote on a re-design or a new digital marketing engagement? CROSS Digital builds growth programs for local and regional businesses across SEO, Google Ads, content, and web. Tell us about your project and we’ll set up a free consultation.
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