Built a lead-generation engine for LR Flooring.
From zero to a lead-generation machine — digital strategy, proprietary tools, and AI to help a premium flooring company scale in the US market.
Starting from absolute zero.
LR Flooring Solutions is a premium flooring installation company based in the United States. When I took this on, there was no digital presence at all — no social media, no Google Business Profile, no website, no structured sales flow.
The mission was to build a lead-generation engine from the ground up, through my studio Madre Ideia — with strategy, technology, and creative content as the three pillars.
That meant owning the whole stack myself: brand identity, website, paid media, content production, and a couple of purpose-built tools that don't exist off the shelf.
Visual Identity Refresh
Evolved the existing brand into a more attractive identity that connects with US clients and prospects.
Google Business Profile
Set up and optimized from scratch as the company's core local presence.
Review-Request Flow
A clear, repeatable process for asking happy clients for a review — creating a "wow moment" at the end of each job. Close to 40 Google reviews in 10 months, enough to make them a reference in the Michigan market.
Qualified Lead Generation
Google Business became the company's #1 channel for new sales leads.
Sales Management Dashboard
A simple operational dashboard covering the entire sales process — from first contact to closing and post-sale.
AI Visualizer & New Website
A new site with an AI image generator so clients can see the floor in their own space before buying — built to convert leads.
The business depended entirely on low-margin referrals from Rite Rug. Everything had to be built and proven at the same time — credibility, channels, and tooling — for a US audience, in English, with no existing brand equity to lean on.
- Social media created from scratch
- Google Business Profile created and optimized
- A post-sale flow built to generate reviews
- Website and domain configured end-to-end
- Visual identity defined for the US market
- All copywriting produced natively in English
A site built to generate opportunities.
A website working for the business — receiving qualified traffic straight from Google Ads and the Google Business Profile, built to convert from the first scroll.
Letting clients see it before they buy it.
The problem: clients had to imagine a floor in their own space before committing, which slowed down the sale. What I designed: a proprietary AI visualizer that lets the client preview the actual floor in their own space before deciding. The outcome: a real differentiator in the sales process, built to shorten the sales cycle.
The whole operation, one screen.
The problem: Rite Rug referrals and direct services needed to be managed side by side, without a single view of the sales process. What I designed: a sales management dashboard covering leads, service orders, and partners, from first contact to closing and post-sale. The outcome: both channels managed in one place, in active daily use.
A lead machine, up and running.
- From zero to 2–5 direct leads per week
- Closed a single $20K sale through the new direct channel
- Won partnerships with large general contractors on major projects
- Integrated management of Rite Rug and direct services in one sales dashboard
- Meta paid traffic campaigns running for consistent brand presence
- Google Business Profile became the main source of qualified leads
- Consistent flow of Google reviews after the post-sale flow shipped
- The AI visualizer became a real differentiator in the sales process
- The operational dashboard is in active daily use
- A solid base in place to scale campaigns over the coming months
Creative marketing is more than campaigns.
When marketing starts from zero, every early decision compounds. Where to invest first, how to build digital credibility fast, which tools to build to remove friction from the sales process — all of it determines how quickly the business starts seeing results.
LR Flooring showed me, again, that technology and strategy — combined — create an advantage that isolated campaigns never will.