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The Signage GroupSignage & manufacturing

A product you have to see — on the channel where people look

Illuminated lettering, neon and lightboxes don't sell through a text ad. So The Signage Group collects its B2B enquiries where images count — and pays less for them than through search.

Industry
Illuminated signage & shopfitting
Location
Berlin, shipping across Europe
Channel
Meta Ads (Facebook & Instagram)
Goal
Quote requests from businesses
Working together
since early 2026

Who The Signage Group is

The Signage Group manufactures custom illuminated signage: neon in glass and LED, three-dimensional illuminated letters, lightboxes and planted walls. All made to measure, from design to installation.

Over 6,500 customers, among them brands like Audi and Mercedes-Benz. Enquiries come in online and the quote comes back within 24 hours.

If you run a shop, a studio or an office that should be recognisable from the street: get a quote from The Signage Group — within a day.

sygns.com

The starting point

Enquiries came mostly from search. Anyone googling illuminated lettering already knows they want it — which caps the volume and pushes up the price per click.

The obvious second channel was Meta. But there sat the doubt that lives in almost every B2B company: can you really reach business customers between holiday photos?

[PLACEHOLDER: what was the concrete trigger for testing it anyway in early 2026?]

Why Kalasar

The objection wasn't theoretical — it was measurable: Meta against Google, same period, same kind of enquiry, compared on cost per qualified lead.

That needs a supply of creative rather than a one-off campaign. A product that sells on how it looks burns through imagery faster than an agency delivers it.

[PLACEHOLDER: which alternatives were compared, and what decided it?]

What Kalasar took over

  1. 01

    Putting the product first

    Not logo marketing but the outcome: the finished lettering on the wall, the neon in the shop. For a visual product the creative is the ad — everything else is trimming.

  2. 02

    Testing new formats instead of repeating what's safe

    Unfamiliar formats go into the test too, right down to AI-generated avatars. What doesn't work comes out fast; what works gets varied.

  3. 03

    Enquiries straight to the team

    Leads go directly to the right people in sales — by email, the moment the form is submitted.

  4. 04

    Ongoing control of the ad account

    Payment issues, paused ads, unusual cost curves get noticed because someone looks every day — not when enquiries dry up at month end.

The result

[PLACEHOLDER: only legacy data without Kalasar attribution exists in the Sygns account. The Meta-versus-Google comparison belongs here once The Signage Group approves the figures.]

  • [PLACEHOLDER]

    cost per qualified lead versus Google Ads

  • [PLACEHOLDER]

    change in monthly enquiry volume

  • [PLACEHOLDER]

    creatives per month

Cheaper qualified leads than through Google.“

I was sceptical whether Meta would work for us as a B2B company. Today we feed our sales team with calls every day.

Felix Hartz

Managing Director, Sygns.com

Does Meta work for your B2B business?

In the intro call we'll look at your starting point and work out what the Kalasar Effect would mean for you.

30 minutes, no strings attached.

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