Ebema

A strong foundation in tracking and data

There are two ways to use data: to find your potential customers, or to ensure that they find you themselves. From the start of the collaboration, Unikoo implemented a data-driven mindset at Ebema. This has since resulted in a fundamental shift in the way the marketing team works.

We create content and ads based on data. To do this, we don't start with the information we want to convey, but with the information that a potential customer is looking for. A customer-centric mindset, in other words. This enables us to respond much better to the needs of users. What do they want to know, and how do we fit our story into this framework?

We conducted extensive SEO research and tried to find out what information people actively search for. What questions do users ask search engines about concrete solutions, apart from specific products? From maintenance tips to legal frameworks and ecological issues, we mapped it all out and ensured that Ebema's website provides answers to all these questions. The result? Blog posts that are among the most visited pages on the website — real organic crowd pullers, in other words. 

By setting up marketing campaigns in a thoughtful and data-driven way and measuring their effect with solid figures, Ebema can now invest much more targetedly in campaigns and content. This approach is now firmly anchored in the mindset of the entire marketing team.

Armed with the right marketing expertise

At Ebema, several of our Unikoo marketers have already had the opportunity to immerse themselves in the world of concrete. This is because we work with a “team-as-a-service” setup. Our all-round marketers work on-site, as an integral part of the Ebema team. But the added strength is that they can always fall back on even more expertise: the niche knowledge of their colleagues at Unikoo. This allows us to provide our customers with highly specific and in-depth knowledge on demand, in the most accessible way possible.

Our all-round marketers, for example, work as temporary segment managers. We did this for the facing brick segment, among others. The absolute number of website visitors increased by 57% in 2025, following numerous targeted marketing campaigns.

The advantage of these all-round profiles is that they can take care of all marketing campaigns in their product segment. For example:

1. general digital marketing such as social media, newsletters, and website management
2. graphic design of brochures and social media
3. project coordination of brochures, POS materials, or even website UX/UI
4. coordination of online advertising with internal colleagues or an executive agency
5. optimization of working methods by experimenting with the use of AI, for example for translations, quick Excel analyses, or copy optimization.

Unikoo set a strong standard for these activities.

• Unikoo introduced the newsletter system at Ebema. With an average open rate of 40%, the email campaigns were not only effective, but also numerous. In that first year, we sent no fewer than 201 newsletters to specific audiences.
• Furthermore, we were able to significantly reduce the costs of external graphic designers for social media by introducing a social media style guide and the corresponding templates in Canva, including internal training for colleagues to learn how to use the tool.

In addition to these all-round marketers, a few more specialized marketers also threw themselves into Ebema's digital presence, in a more traditional agency setup. This means the team can count on in-depth support in advertising and SEO from our respective specialists.

‍No pipe dreams, just ads with rock-solid results

Our data-driven approach proved its worth. And where is return on investment more important than in advertising? Ultimately, Unikoo took charge of the online advertising. And for that, we also go on site. Not only does this make us much more accessible than an agency that visits the client's offices once a year, it also promotes extreme transparency. Ebema always knows exactly what we are doing, and we can quickly and efficiently coordinate when we want to adjust our advertisements.

Another major advantage for Ebema is Unikoo's flexibility: if they want to advertise more intensively for a particular campaign, we step up our efforts, and vice versa. This flexibility results in cost savings: Ebema is not tied to the fixed costs of an FTE or an agency's annual fee, but can count on a service tailored to their needs.

Since Unikoo started managing Ebema's online advertising, the approach has been completely revamped. Together with the Ebema marketing team, we redistributed the budgets across the channels and even added a new, promising advertising channel to the mix. The result? An increase for all business units within Ebema:

• Prospects filled out 77% more contact forms.
• For one particular campaign, the number of leads on one of the advertising channels increased fifteenfold (yes, x15!), while the other KPIs remained stable.
• In general, and across all business units, we saw significant increases in the number of downloads and the number of leads on the various Ebema pages.
• We saw the CTR almost double, while the cost per conversion fell by 70%.

Solid positions through SEO

We already mentioned some SEO results at the top of this case study to support our data-driven approach, but there is more. After implementing our SEO strategy, Ebema ranks number one for the predefined keywords.

Some more striking results: 

• Since the changes to the website for the facing brick segment in January 2025, we have seen a 35.5% increase in organic website traffic compared to the previous period. We have also seen a 32.6% increase in the number of impressions.
• Since we took over the website for the garden segment from the previous SEO agency, we have seen a 6.1% increase in organic search traffic and a 9.7% increase in impressions. 
• We have also seen a 19.2% increase in organic search traffic on the website for Ebema's public segment since taking over from the previous SEO agency.

In addition to traditional SEO analyses, Unikoo also experimented with AI tools to further enrich the process. For example, we used the Semantic Content Explorer to build smart content clusters around themes that really resonate with the target audience.

This not only led to better-structured blog series, but also to sharper insights into search intentions. We also used Deepseek, a reasoning tool that helped us unravel the thought processes of end users. Based on this, we designed optimized structures for new landing pages—with relevant angles and calls to action that respond to what users really want to know.

Structural support

In its structural partnership with Ebema, Unikoo takes on the role of a semi-in-house digital team. Our niche experts are available to fill gaps in the areas of ads, tracking, data analysis, SEO, and content creation. A “team on demand,” so to speak, that fully integrates itself into the organization. With expertise, flexibility, and cost efficiency as its greatest assets. 

Would you also like to be able to call on our support? Contact us, and we will explore the possibilities together!