CASE STUDY

From Zero Visibility to 16.5K+ Users

The PLI Group

How The PLI Group Rebuilt Its Reputation and Reached the Right Customers

Company Overview

The PLI Group is a woman-led, family-owned manufacturer based in Milford, Ohio, specializing in custom cabinets and stone countertops. With a 40,000-square-foot facility and deep B2B roots, they’ve built a reputation for precision, speed, and integrity; not for cutting corners or chasing the cheapest bid.

When new leadership took over in 2020, the company began a full reset; investing in equipment, rebuilding trust, and shifting their growth model. While they’d long dominated the commercial space, they saw a clear opportunity: attract more homeowners, grow direct-to-consumer, and modernize how they market and sell.

When you’ve never done digital marketing before, starting can feel like throwing darts in the dark. The PLI Group needed more than ads; they needed a strategy that would help them shift from B2B to B2C, earn real traffic, and build trust with homeowners. That’s exactly what we gave them.

Industry

Kitchen & Bath and Stone Industry

Services Performed

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

Key Metrics at a Glance

16.5K

Total Users | 20.5K Sessions

4.6K+

Google Ads Sessions

69.47%

Engagement Rate | 14.3K Engaged Sessions

83%

Engagement Rate on Branded Campaigns

Multi-Channel Traffic Mix:

Paid Search (37.85%), Display (15.13%), Social (11.98%), Organic (10.49%)

The Challenge: Starting from Scratch; No Marketing, No Metrics, No Map

When The PLI Group came to us, they weren’t asking for better results. They were asking for a beginning.

  • No digital strategy. PLI had never marketed online. They were starting from zero; with no structure, no tools, and no baseline data.
  • Failed traditional efforts. Local magazine ads brought no return. The audience wasn’t a fit, and the results were impossible to measure.
  • B2B legacy, B2C goals. They had decades of commercial experience, but wanted to tap into the residential market; a different buyer with different expectations.
  • Outdated tools. Clunky legacy systems like Moraware made it hard to track leads, understand what worked, or even respond efficiently.
  • No attribution, no clarity. Leads were coming in, but no one could tell where from, why, or how to replicate success. Everything was guesswork.

Because when you’re trying to build a whole new growth engine, the last thing you want is to feel like you’re flying blind.

Our Approach: Building a System That Actually Works

You don’t go from zero to scalable without a plan, and every part of this one was built to move fast, measure well, and leave no lead untracked.

Google Ads Campaigns

We launched search, display, and branded campaigns from scratch; then optimized them daily. Why it mattered: Every dollar spent worked harder, bringing in clicks that turned into calls, not just impressions.

Meta Ads (Facebook & Instagram)

We set up pixel tracking and retargeting to reach homeowners directly, not commercial buyers. Why it mattered: It helped shift the brand from B2B to B2C by showing up where actual end-users scroll and shop.

Local SEO + Monthly Content

We produced 1–3 pieces of on-site content each month, optimized for keywords like “countertops Milford OH.” Why it mattered: Organic traffic grew steadily, and with it, homeowner visibility in the right neighborhoods.

Call Tracking + Conversion Attribution

We integrated CallRail, GA4, and ad platforms to finally connect the dots between ad spend and real leads. Why it mattered: It replaced “I think it’s working” with “here’s what’s driving results.”

Unified Reporting Dashboard

No more spreadsheets, disconnected reports, or vague insights. Why it mattered: The entire team could now see what was working; and more importantly, why; in one place.

Because when you’ve never marketed before, the right system isn’t a luxury; it’s the only way forward.

The Result: Better Marketing. Better Results.®

Here’s what happened when strategy, content, and tracking finally came together:

  • 4,620 Google Ads Sessions:

    Responsive Display took the lead, accounting for 83.85% of paid traffic.

  • Brand Campaign Engagement:

    7.56 events per session, 83% engagement rate, and users stuck around for over a minute.

  • Organic Search Growth:

    From zero visibility to 10.49% of total sessions, with top-tier engagement at 83.77%.

  • 14.3K Engaged Sessions Sitewide:

    A clean 69.47% engagement rate across all traffic channels.

  • Full Multi-Channel Traction:

    Paid Search, SEO, Social, Display, and Direct all contributing, finally pulling in the same direction.

And the best part? This all happened in under 8 months; laying down a foundation that’s already built for smarter campaigns, deeper insights, and the next phase of growth.

Strategic Marketing Built for the Fabricator You’re Becoming

The PLI Group didn’t need buzz; they needed a system. One built for real results. One that could attract the right buyers, track what mattered, and finally replace the guesswork with clarity.

Milia Marketing helped them build it. And we can do the same for you. Ready to put real strategy behind your growth?