How Pirnar Drove +20% More Conversions by Unlocking Offline Purchase Data

Brand	Pirnar
Industry	Retail
Geography	Slovenia
Tools	Enhanced Conversions for Web, Enhanced Conversions for Leads, Smart Bidding, Power Pair (Search and Performance Max)

Objective

Pirnar is a globally established, award-winning leader in custom entrance door manufacturing, leveraging a 50-year tradition across 30 international markets. Despite successful lead generation via Google Ads, the company’s primary goal was to accurately measure the platform’s contribution to final, high-value offline purchases.

The brand faced several challenges:

Final purchases were offline, leaving crucial sales data unavailable to Google Ads.
Incomplete data prevented the Google Ads system from achieving optimal performance.
Simple conversion reporting differed between Google Ads and internal records.

Solution

Admixer Media advised Pirnar to implement both Enhanced Conversions for Web and Leads to gain full sales funnel visibility and resolve data discrepancies. This dual approach ensured Google Ads received unified, accurate data, vital for effective smart bidding and measuring true ROI.

The setup included:

Enhanced Conversions for Web: Securely hashes and transmits first-party data, making it usable for Google’s machine learning even under privacy restrictions — improving conversion signal quality.
Enhanced Conversions for Leads: Setting up the mechanism to accurately import offline conversion events (Purchases) that originated from an initial website lead.
Data Unification: Closing the loop on the sales cycle by ensuring Google Ads could attribute value to high-value, downstream offline revenue.

Results

In the first four months after implementing Enhanced Conversions for Web and Leads, Pirnar achieved significant performance growth:

+20.9% increase in total conversions
-19.5% decrease in Cost Per Lead (CPL)
-38.7% reduction in Cost Per Click (CPC)
-2.8% reduction in overall spend

Crucially, Pirnar gained unprecedented insight, discovering that 5% of these Google Ads conversions led directly to an actual offline purchase, providing the vital data necessary for accurate ROI calculation.