Google Ads Marketing – K-Wood Cabinets

Case Study: Google Ads

K-Wood Cabinets

K-Wood runs a tight ship. They have tireless sales professionals, a resourceful marketing team… and they consistently deliver outstanding results for their customers. We started working with K-Wood Kitchens when they decided they wanted a dedicated specialist to help them increase the number of leads they could send to their sales team while freeing up their marketing resources to focus on other areas.

Thanks to their savvy marketing team, K-Wood uses multiple channels to generate leads, including Google Ads. They’re not 100% dependent on any platform to sustain their business. However they didn’t have great visibility into their lead funnel – they were ready to invest money into growing their business, but needed to create a solid business case to do so. 

Our goal was to help them generate more high-quality leads for their sales team and help them decide if investing in Google Ads made sense. They started-off with a small budget to test the waters.

We started by adding some code to their website that showed them exactly how many leads we were generating with our campaigns so they could measure the effectiveness of their advertising investment. 


k-wood case study - Leads

The campaigns generated profitable leads from the first month, and never failed to generate leads in any given month (that dip in April 2019 was a problem with Google’s tracking code, not the campaigns🙃). Over the course of the next 20 months, we continued to increase the number of leads on a quarterly basis, adding up to an increase over the first month of 880%😲! 

Cost Per Lead

K-Wood - Cost Per Lead

One of the primary goals of almost all our campaigns is to drive down the cost of leads – we’re always aiming to make our clients’ investment work as hard as possible.

With K-Wood, we were able to drive down the cost per lead by 72%. This meant they were getting over 350% more leads for the same advertising budget than they started with! 🚀

Ad Spend

k-wood - Ad spend

After 6 months, K-Wood was convinced. They saw the results with their own eyes and were ready to step it up to the next level. They upped up their ad spend by over 200% and continued to see ever-improving results – increased leads at a lower cost. 


“We started looking on a more dedicated person for our online presence and Mike came from a referral.  We didn’t know what to expect, so we started small.  Over time, Mike has gained our trust and we felt more comfortable letting go the wheel and allowing a more experienced driver drive our Google bus.  Working with Mike was easy as he took the time to understand our business.

He is the rare breed that combines the technical skills to navigate online marketing, the interpersonal skill to communicate and understand our business as well as the business acumen to see where the sweet spot is for the business.

We’re very diligent in using multiple online marketing approaches to help build our business at K-Wood. In the past year and a half, we’ve gotten good traction in our online presence and Mike has been a key part in that positive momentum.  I wouldn’t hesitate to refer him to my business owner friends.”

John Wong

General Manager, K-Wood Kitchens

Want us to do the same for your business?

Google Ads Marketing – Continental Hair

Case Study: Google Ads

Continental Hair

When we started working with Continental Hair, we knew we could reduce their account’s Cost-Per-Action (CPA). This is the amount of money it cost to acquire a single lead. Over the course of the next 9 months, we helped them reduce their CPA by over 87%, drastically improving their ability to generate leads and to help them make the most out of Google Ads.

Continental Hair uses Google Ads (formerly AdWords) Search and Display ads to find women interested in a free hair consultation. When someone clicks on their ads, they’re taken to a dedicated landing page where they can either fill out a contact form or call Continental Hair directly. Either of those actions is considered an Action.

Our primary interest was to reduce the CPA in their Google Ads account, since this meant they got more leads for the same amount of ad spend.

Cost Per Action (Lead)

By making incremental improvements to their Google Ads account set up by another agency, we reduced Continental Hair’s CPA by over 87%! This allowed us to get more than 8X as many leads for the same budget. 

Cost Per Click

Google Ads - Case Study - CPC

One way in which we did this was by reducing their Cost Per Click (CPC) through more precise targeting, more engaging ad copy, and careful keyword selection. 

Click-Through Rate

Google Ads - Case Study - CTR

You can see here that we more than doubled the Click Through Rate for the campaigns as well, which was an indicator that we were on the right track.

Want us to do the same for your business?



Website ReDesign: gfaa-fvaa.com

Website Design and Development

The Green Fund of the Aboriginals of America had an important presentation coming up and wanted a professional-looking website that delivered their message clearly and concisely. They wanted the design to reflect their First-Nations identity and heritage, while also speaking to their mission of sustainable initiatives. 

The site needed to be available in both English and French.

And they also had a very short timeline – they needed the site to be up within 2 weeks! 

Working to support Front Door PR’s campaign for GFAA, BaseLayer and FDPR collaborated to get the site up on-time and with widespread approval of the stakeholders. 

Other Projects

Continental Hair

Continental Hair

Website Redesign

Continental Hair

Continental Hair is the premier wig and hair replacement salon in Toronto. A family-run business since 1963, they’ve developed a reputation as the first choice for discerning clientele in Toronto and the surrounding area who are looking for top quality human hair wigs and hair replacement systems.

While other brands may provide cheaper products for women looking for costume wigs or fashion accessories, Continental Hair’s clientele consist of women experiencing medically-related hair loss, such as alopecia, tricotillomania,  telogen effluvium, or chemotherapy-related hair loss.

Michael Suba, owner and president of Continental Hair, prides himself on having the best quality hair available on the market, the most innovative hair-replacement products, and the top stylists in Toronto. In fact Continental Hair has become so successful that it has been granted an exclusive salon in Sunnybrook Hospital, and as of 2017 has opened a salon in Sarnia, Ontario to service clientele that had been coming from as far as Southwestern Ontario and Michigan.

Website Design and Development

Mr. Suba recognized that his brand’s premium reputation needed a premium representation online. BaseLayer did a complete redesign and development of continentalhair.com, showcasing their premium products in such a way that made it easy to shop either by product category or the 3 primary medical conditions faced by their clientele.

Continental Hair’s design was influenced heavily by their large portfolio of professional photography. They had wisely invested in high quality photography, using their own clientele as models, and we made every effort to leverage that investment.

In addition, a key consideration was to help users easily navigate to any part of the website, while showcasing key areas of interest on the homepage of the website.

We also wanted to maximize the website’s ability to generate leads, so contact forms were placed liberally throughout the website, making it easy for website visitors to contact the company to set up a free consultation.

Search and Display Marketing

One of Continental Hair’s key marketing channels is Pay Par Click Advertising. Continental Hair reaches customers searching for hair replacement solutions and positions themselves in front of customers right when they are searching for solutions.

They also use display and video advertising on AdWords, Facebook, and YouTube to grow their brand awareness in the regions where most of their customers live and work. Used in conjunction with other marketing channels such as Television and Social Media, this strategy has helped Continental Hair grow consistently year after year.

With BaseLayer’s help, Continental Hair continually drops their cost of aquisition for new clients. By continually improving and refining ad targeting, creative, and ad delivery, along with eliminating wasted ad spend, we help Continental Hair ensure that their investment in platforms like AdWords and Facebook advertising becomes ever more profitable over time.


Other Projects



Website Design

Teresa Cirillo

Teresa Cirillo is an incredibly busy and successful woman. She’s an accomplished musician, vocal coach, author, and entrepreneur. With her coaching business exploding, Teresa needed her own website to help her manage her messaging and act as a hub for her marketing efforts. 

She wanted a crisp, clean, and professional design. Being a musician, she also appreciated the need for her website design to incorporate a sense of flow.  She chose a single-page site to keep things simple and easy to navigate, but wanted the ability to expand the site as her business grew. 

Teresa needed her people who come to her site to be able to do several things:

  • Learn about her
  • Purchase her book
  • See her tour schedule
  • Inquire about coaching and other engagements

Other Projects