CASE STUDY

New Website, Smarter Ads, Better Data

Carolina Custom Surfaces

How Carolina Custom Surfaces Reclaimed Control of Their Marketing

Company Overview

For over 30 years, Carolina Custom Surfaces has been the go-to countertop fabricator in the Triad of North Carolina, known for precision-built countertops and a customer experience rooted in trust, quality, and service. However, while their expertise continued to evolve, their digital presence had stagnated.

Their operation runs out of a 40,000 sq. ft. facility; big enough to support serious commercial volume, but personal enough to stay connected to the homeowners who helped build their name. That split; 50% residential, 50% commercial; is part of what makes CCS unique. But it’s also what pushed them to rethink how they approach marketing.

Carolina Custom Surfaces didn’t want to become too reliant on commercial work. They wanted balance. To stay close to their customers. To keep residential sales strong. But they were flying blind; no unified marketing strategy, no performance tracking, and a website that wasn’t doing the business any favors.

That’s where Milia Marketing stepped in.

Industry

Kitchen & Bath and Stone Industry

Services Performed

  • Website Redesign
  • Search Engine Optimization (SEO)
  • Google Ads Management
  • Facebook Ads
  • Call/Form Conversion Tracking
  • Website Care and Maintenance

Website homepage after redesign: We designed a better, more welcoming website.

Key Wins at a Glance (Website Launched in March of 2025)

2.1K+

New Users within only three weeks since website relaunch

11K+

Impressions, 371 Clicks, 3.36% CTR on branded search ads

38

Conversions at just $42.80 Cost Per Lead

Unified Performance Dashboards

via GA4, Google Ads, and Databox

The Challenges: Strategy Gaps, Tech Gaps, and Missed Opportunities

They had the team; our job was to give them the systems, structure, and visibility to match.

Carolina Custom Surfaces wasn’t struggling; they were growing. But growth without structure comes with blind spots. And those blind spots were starting to cost them.

Here’s what they were up against:

  • Residential Sales Were Too Reliant on Word-of-Mouth: Without consistent marketing, new homeowner leads came mostly from referrals. That meant their sales pipeline was reactive, not predictable.
  • No Real Marketing Strategy; Just One-Off Tactics: Most of their marketing efforts were scattered. A paid ad here. A content update there. But nothing tied together to build momentum or scale over time.
  • A Website That Didn’t Reflect the Brand: Their old site looked dated and didn’t guide visitors through the decision-making process. There was no clear buyer journey, no strong call-to-action; just a basic online presence.
  • No Way to Track What Was Working (or Not Working): With no reliable tracking in place, they couldn’t see how people were interacting with the site, which campaigns brought in leads, or what it was costing them to acquire new business.
  • No Data Dashboards, No Reports, No Clarity: Data was fragmented. Reporting was manual or missing altogether. Without one place to view everything, decisions were often based on gut instinct, not numbers.

They didn’t just need more traffic. They needed structure, visibility, and a way to turn their brand equity into measurable results.

Our Approach: A Structured Game Plan Built for Performance

Carolina Custom Surfaces wasn’t looking for a band-aid. They needed a plan; something built to last, guide decisions, and support both residential and commercial growth. So we focused on clarity, control, and long-term performance.

Here’s what we did; and why it worked:

Rebuilt the Website with the Customer in Mind

The old site was more of a placeholder than a tool. We gave it structure, starting with a homepage that reflected their brand and a new Buyer’s Journey page that answered the unspoken questions visitors often have: What should I do next? and Why should I trust you?

Simplified Navigation, Modern Layout, Better Experience

Everything; from how it looked to how it worked; was redesigned to feel easy. Not flashy, just functional. Because if your customer has to think too hard to find what they need, they’re gone.

Put Real Tracking in Place

We connected the dots across GA4, Google Ads, and Databox to track what mattered: form fills, page activity, and campaign results. Now, they’re not guessing; they’re watching it happen in real time.

Built Smart Dashboards for Smarter Decisions

One place, one login, one view of the truth. With custom dashboards, they can now monitor performance daily without chasing down spreadsheets or waiting for reports.

Launched Ads with Purpose, Not Just Presence

We split campaigns between branded (people already searching for them) and non-branded (new leads). The result? Broad reach + high-intent traffic; capturing attention across the funnel.

Tested and Optimized to Keep Costs in Check

We didn’t “set it and forget it.” We optimized campaigns around engagement and cost per lead to stretch their budget without overextending their results.

Feedback didn’t get lost in email chains. Using staging tools and markup software, their team provided direct input on the live mockups; fast, visual, and efficient.

HubSpot Setup and Support: Marketing Automation and Sales Enablement That Actually Enables

Carolina Custom Surfaces needed a smoother handoff to sales, so we implemented HubSpot Sales Hub Pro to give their team full visibility from lead to close. We started with a discovery process to understand how their sales pipeline worked, mapped out the gaps, and rebuilt the system inside HubSpot.

From there, we integrated their WordPress site, Google Ads, Meta Ads, and communication tools into one connected CRM. We built custom dashboards that track lead sources, deal stages, and rep activity in real time, giving their leadership team the data they need to forecast revenue and coach performance more effectively.

The result? No more disconnected systems, no more “Where did this lead come from?” Now, marketing and sales speak the same language, supported by workflows that reduce friction, boost accountability, and create a better experience for the customer and the team serving them.

The Results: Better Marketing. Better Results.®

The changes didn’t just look good; they performed. Carolina Custom Surfaces now has the visibility, tools, and results to move forward with confidence.

Below are the results Carolina Custom Surfaces recorded within only thirty (30) days since we launched the website, compared to previous performance:

  • 2,100+ New Users:

    Fresh traffic since launch, driven by stronger content and visibility.

  • 11,000+ Impressions | 371 Clicks | 3.36% CTR:

    Branded ads resonated; high engagement confirms strong message-market fit.

  • 38 Conversions at $42.80 CPA:

    Cost-effective lead gen, aligned with their budget and goals.

  • Consistent Growth Post-Launch:

    Traffic and activity continued climbing; no drop-off, just momentum.

  • Unified Tracking Across GA4, Ads, and Databox:

    Every key metric now tracked in one system; no guesswork. Clear Dashboards, Smarter Decisions: Real-time insights replaced assumptions with actionable data.

The website launched in March, and as of April, when this case study was compiled, these were the early results. The momentum is real and is expected to continue.

Is Your Marketing Strategy Holding You Back?

Carolina Custom Surfaces had the team, the reputation, and the operation. What they needed was structure; marketing that worked together and worked on purpose. If your strategy feels scattered or your website isn’t performing as expected, we can help. Let’s build something that works for your customers and for you.