The buyer isn't the senior. It's their child.
MPG has kept people in their own homes since 2006 — 2,000+ installations across 102 communes. We built the acquisition system around one truth: the person who buys a stairlift is rarely the person who rides it.
- Client
- MPG — stairlifts & home mobility, Luxembourg, since 2006
- Sector
- Home mobility · Ageing in place
- Services
- Positioning · SEO & Google Ads · Website (mpg.lu) · Social & Meta Ads
- Market
- Luxembourg + neighbouring border regions
- Status
- Live — ads & social
MPG installs stairlifts, platform lifts and mobility solutions so that older and less-mobile people can stay in their own homes, safely, across Luxembourg. Three generations, since 2006. More than 2,000 installations. 102 of the country's communes. The track record was never the problem.
What was missing was an acquisition system built around who actually decides. So we didn't start with keywords. We started with a truth about this market: the person searching for a stairlift is rarely the person who will ride it.
The conviction
MPG doesn't sell a stairlift. It sells the peace of mind of a child who knows their parent is safe at home.
The home isn't just a place. It's the memory of a family, the landmarks of a whole life, and the dignity of choosing for yourself where you grow old. Every installation protects an attachment to the home — the right to stay, rather than be uprooted into a care home. That conviction — staying home, surrounded by your own life — is the anchor under everything we wrote and built.
The insight that changes everything
The buyer isn't the senior. It's their adult child — 40 to 60 years old — already carrying the fear and the quiet guilt, but not yet typing anything into Google. They're in productive denial: the worry is real, the search hasn't started.
That reframes the whole media plan. Google captures intent that already exists — real, but capped by search volume. Social and Meta create intent, by targeting the profile — age, family situation, interests — and reaching the deciding child before the search begins. The two channels work as a loop: Meta creates demand and feeds retargeting; Google harvests it and closes.
What we're building
- 01
SEO & Google Ads — harvest active demand
Six keyword clusters organised by intent, with FR and DE campaigns kept strictly separate — their performance and costs differ, so they're never blended. This is the bottom of the funnel: the people already looking, met with the right answer.
- 02
A site that converts — mpg.lu
A rebuilt mpg.lu that carries the emotional anchor and turns visits into quote requests, with clean tracking underneath. Nothing downstream matters if the site doesn't convert — so the site comes first.
- 03
Social & Meta Ads — create demand
A full TOFU/MOFU/BOFU funnel across cold, lookalike and retargeting audiences — the channel that reaches the deciding child before they ever search, and keeps MPG present while the decision matures.
The funnel, by stage
Each stage has one job and one register — proactive, never miserabilist. The senior stays dignified and upright; we protect a happiness that's present, we don't dramatise dependence.
- Awareness (TOFU): the family story. "Since Georges. For your parents." The product stays discreet, or off-screen entirely.
- Consideration (MOFU): testimonials, the CNS reimbursement, and the product differentiators — reassurance, mid-funnel.
- Conversion (BOFU): a free quote, CNS covered up to €30,000, a gentle sense of urgency.
Proof we can stand on
These are MPG's own numbers, used as they stand — reassurance in the middle of the funnel, never the opening hook, so they don't dilute the emotion of the first frame.
- Since 2006, across three generations — 2,000+ installations.
- 102 of Luxembourg's communes covered.
- CNS-approved: reimbursement up to €30,000.
- Official partners: Otolift, Aerolet, Ascendor, Lehner, Rolektro.
- The thinnest rail on the market, fitted without rebuilding the staircase, in 2–3 weeks.
The discipline
In a market this small, discipline is the strategy. Not a single euro is spent until the site converts and the tracking is clean — Pixel and Conversions API validated, domain verified, events configured, GDPR consent aligned through the Cookiebot setup already in place.
The primary conversion event is the quote request — a site form or a Lead Ad. Because the audience is small, we watch frequency closely and rotate creatives before they wear out.
Where it stands
The mission is in its launch and test phase. We're not publishing invented numbers: what's set is the approach and the measurement framework. Results will be documented at the end of the test window — four to six weeks in.
