How BOLT DMS used Heyflow to double leads and unlock £10M+ in pipeline

Company

BOLT DMS is a UK-based digital performance agency that helps service businesses unlock more value from their paid ad campaigns. In this case, they worked with Excel Roofing & Asbestos, a roofing specialist, to convert ad clicks into qualified leads at scale.

Challenge

Excel Roofing & Asbestos came to BOLT with a solid Google Ads strategy, but its conversion rate was stuck at 4%. After a full audit, BOLT realized the issue wasn’t traffic; it was the form.

The landing page asked too much, too soon. It kicked off with contact details and ended with an open-ended box asking users to describe their roof. Most people bounced.

Solution

BOLT used Heyflow to replace the static form with an interactive landing page that guided users through simple, structured questions:

* Roof type: Pitched or Flat

* Garage size: Single or Double

* Is it attached to the property?

This click-based format gave users confidence in completing the form while also giving Excel’s sales team detailed input to follow up faster and more effectively.

Plus, with Heyflow’s native analytics, BOLT pinpointed friction points—like the postcode field—and made small optimizations that led to big results.

Impact

Heyflow helped BOLT transform Excel’s lead generation without touching the ad budget. Results included:

* A conversion rate lift from 4% to 15.74%

* An increase from 2,783 leads to 6,260 total qualified leads

* A jump in sales opportunity from £6.8M to £16.9M

All from improving one thing: the user experience.

Getting a new roof isn’t exactly an impulse buy. But if someone’s clicking your ad, they’re probably serious—and you don’t want to lose them to a clunky form asking for the square footage of their garage and their life story.

That’s the trap Excel Roofing & Asbestos fell into. Their Google Ads were working great. The landing page? Not so much. People showed up, saw a wall of questions, and noped out.

Their agency, BOLT DMS, knew the traffic wasn’t the problem—the form was. So they turned to Heyflow.

With Heyflow, they rebuilt the experience into something way more human: quick multiple-choice questions, clear steps, and a smoother path to a quote. The sales team got cleaner data. Users got through it without needing an architecture degree.

The payoff? A nearly tripled conversion rate, over 6,000 qualified leads, and £10 M+ in sales opportunity.

How it started: From good clicks to lost opportunities

Excel Roofing & Asbestos had a great thing going. A solid Google Ads setup, the right keywords, and a steady stream of homeowners clicking through. With an average order value of £2,715, even a few more conversions could mean serious revenue.

But there was one problem: the conversion rate was stagnating.

BOLT quickly spotted the problem — overloaded static forms.

First, it asked for contact details. Then it hit people with the big one:
“Tell us about your garage roof.”

Material? Size? Shape? Most folks weren’t ready to write an essay about their rafters—and understandably so. The form wasn’t helping people move forward. It was giving them homework.

❌There’s your drop-off
❌There’s your lost pipeline 

BOLT DMS saw it right away. The issue wasn’t the traffic—it was the form trying to act like a sales rep before anyone was ready to talk.

They needed a better way to qualify interest without overwhelming users. Something structured, smooth, and easy to complete.

That’s when they turned to Heyflow ✅

Transitioning to Heyflow

With Heyflow’s builder, BOLT was able to transform a static, one-size-fits-all form into a guided experience. Instead of asking users to explain their roof situation from scratch, they added simple, click-based questions like:

• What type of roof do you have? (Pitched / Flat)

• How big is the garage? (Single / Double)

• Is it attached to the property?

It was easier for the user and gave the sales team better data, too! They could now respond quickly with relevant information or even a preliminary quote.

And the results didn’t stop there. Using Heyflow’s built-in analytics, BOLT discovered that users were dropping off at the postcode field. The fix? A small line of copy:

“We ask for your postcode so we can view your property on Google Earth and provide an accurate quote.”

That tweak alone lifted completions by nearly 2%. On a campaign of this size, it meant hundreds of extra leads and six figures in the pipeline.

How Heyflow helped BOLT turn clicks into £10M+ in pipeline

Combined with small UX tweaks (like clarifying why the postcode was needed), the experience became faster, clearer, and more effective at turning clicks into leads.

The outcome:

That’s over £10M in additional pipeline, without increasing ad spend—driven by user experience and form improvements alone.

*Taken from Google Ads Account March 2024 - May 2025

Get growth worth shouting about with Heyflow

With Heyflow in their toolkit, BOLT DMS has found a faster, flexible way to build campaigns that perform. Landing pages are now a part of the performance strategy.  Every lead comes in with more context. Every follow-up starts stronger.

And when something’s not working? The fix is quick. Heyflow gives BOLT the agility to test, learn, and launch new iterations without relying on developers or dragging timelines.

As BOLT takes on new clients and bigger campaigns, Heyflow is right there with them, helping them create experiences that match their ad strategy, convert better, and scale cleanly.

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Running performance campaigns and want to get more from your spend? Try Heyflow.