case study · Mayor Digital

68x
effective ROAS.

€ 1,5M+The numbersThe channelsTurin + Surrounding BeltRenovations · Residential
Client
Ristrutturiamo Italia
Sector
Residential Renovations
Area
Turin + Surrounding Belt
Meta Investment
€22,000 · 4 months
Outcome
€1,500,000+ closed
01 — Overview

The project
and the market.

Ristrutturiamo Italia operates in the residential renovation segment in the Turin metropolitan area. The company targets two client profiles: homeowners who want to renovate, and buyers who are purchasing a property to renovate.

Mayor Digital partnered with Ristrutturiamo Italia by building an integrated communication strategy across ten levers: from digital presence to paid coverage on every relevant channel, all the way to automated lead nurturing and sales-closing flows.

The headline result: €22,000 invested on Meta over four months generated more than €1,500,000 in closed projects. An effective ROAS of around 68x on the Meta channel alone — on top of the results from the other channels activated in parallel.

Client
Ristrutturiamo Italia
Sector
Residential renovations
Geographic area
Turin + Surrounding Belt
Campaign duration
4 months (Meta channel)
Meta Investment
€22,000
Closed projects
€1,500,000+
Mayor's Role
Integrated strategy — Full scope
Mayor Digital × Ristrutturiamo Italia
€ 1,5M+
in closed projects · 4 months · Meta channel alone
€
22.000
Invested on Meta
Paid social budget across 4 months of geo-targeted campaigns in Turin and surrounding belt
€
1,5M+
Closed projects
Actual value of projects acquired through leads generated by the Meta campaign
68x
Effective ROAS
Return on ad spend calculated on the Meta channel alone, excluding the other channels activated
02 — Multichannel Strategy

Ten levers,
one goal.

01
Meta Ads
Main channel of the strategy. €22,000 invested over four months in geo-targeted campaigns across Turin and the surrounding belt, targeting property owners and buyers in the search phase. Outcome: more than €1.5 million in closed projects.
Main Channel
02
Google Ads
Search campaigns running alongside Meta. Google traffic was routed to a dedicated landing page, built specifically to convert paid-search leads.
03
Dedicated Landing Page
Building a landing page optimized for lead capture from Google Ads. Structure, copy and form designed to maximize the conversion rate of paid-search traffic into qualified contacts.
04
Website
Complete rebuild of the institutional website. New architecture, copy recalibrated for the two target client profiles. Platform for organic traffic and the central reference point of the company's digital presence.
05
Email Marketing
Automated email sequences designed to warm the lead from first contact to sales close. Each sequence calibrated to the contact profile and the buying-process stage.
06
WhatsApp Marketing
WhatsApp nurturing flows supporting the phone-sales team in the closing phase. Automated messages prepared the lead before the call, cutting time-to-close and lifting the final conversion rate.
07
Spotify Ads
Geo-targeted audio campaign across the target area. The audio format reached the Turin audience in active-listening moments, expanding brand coverage beyond visual touchpoints.
08
Display Advertising
Banner campaigns in central Turin to build local brand awareness. The display presence in the city reinforced territorial positioning and multiplied touchpoints with the audience before and after exposure to paid campaigns.
09
Mediaset ADV
Media planning across all Mediaset networks to extend coverage to the TV audience. The TV channel reached audience segments not covered by digital, consolidating local brand recognition.
10
Ad Claims
Development of ad messages for every channel activated. Each lever spoke in its own format and tone, with claims tailored to the two targets: the homeowner and the buyer in the evaluation phase.
03 — Scope of Work

From the first contact
to signing the contract.

"Mayor Digital built the acquisition engine from the ground up: website, landing, campaigns, email and WhatsApp nurturing. Every part of the funnel designed to drive the lead to close."

Meta AdsGoogle AdsEmail MarketingWhatsApp MarketingWebsiteLanding PageAd ClaimsSpotify AdsDisplay AdvertisingMediaset ADVLead NurturingCopywriting
04 — Key Activities

The work that
brought the projects.

01
Institutional website rebuild
Design and development of the new Ristrutturiamo Italia website. Page architecture rebuilt around the two target client profiles: the homeowner who wants to renovate, and the buyer evaluating a property to renovate. Copy written to position the company as a technical and reliable partner across the Turin area.
Web
02
Meta Ads campaign — lead acquisition
Full Meta campaign structure: geo-targeting across Turin and the surrounding belt, segmentation by client profile, creative and copy development for every format. €22,000 invested over four months generated the leads that drove more than €1,500,000 in closed projects, with an effective ROAS of around 68x.
Meta Ads
03
Dedicated landing page for Google Ads
Design and development of a landing page optimized for paid-search traffic. Page structure, information hierarchy, contact form and copy built to convert Google-sourced visitors into qualified leads. The landing ran separately from the main site to maximize the search-channel conversion rate.
Google Ads
04
Automated email marketing sequences
Building email sequences for lead nurturing from first conversion to sales close. Each email in the sequence had a specific objective in the contact's journey: to inform, qualify, build trust, move closer to a quote request. Sequences were differentiated by client profile.
Email
05
WhatsApp flows for sales closing
Design of WhatsApp messaging flows supporting the phone-sales team. Automated messages prepared the lead before the call, providing useful information and building expectation for the contact. Integrating WhatsApp with the sales team cut the average time-to-close and lifted the final conversion rate.
WhatsApp
06
Local brand awareness: Spotify, Display, Mediaset
Planning and buying media on Spotify Ads, display advertising in central Turin and Mediaset networks. These three channels ran alongside the acquisition campaigns with the goal of building local brand recognition, expanding touchpoints with the target audience and supporting the performance of direct-conversion channels.
Brand