About
The person behind the system.
Martijn Vervoort
Founder/Director · ForthScaling
I build websites, Google Ads, and automated follow-up for flooring installers who want to grow without endlessly chasing quotes. You lay floors. I handle the rest.
How it started
30 leads, 0 customers and the lesson ForthScaling built from it.
My first serious test in the flooring industry was for BPM Parket, summer 2025. No complete system, just Meta Ads, $29 per day, simple lead forms. Goal: see if there's any demand to activate through paid traffic at all.
Three campaigns later, the counter showed 30 leads for $730 total , best campaign 24 leads for $419, so $17 per lead. In between, the client texted: '4 leads in 2.5 days is pretty crazy.'
The problem: we got zero customers from it. No follow-up, no WhatsApp sequence, no reminders, no calendar link. Leads came in, fell into a mailbox and died there.
That was the moment I decided: running ads alone for flooring installers is half the work. It had to be the whole system, a website that converts, ads that attract the right people, and a follow-up system that responds within five minutes. Otherwise, you shouldn't spend a single dollar.
That's why I don't sell individual services anymore. No standalone Google Ads, no standalone website. One system, built to put appointments on the calendar , not to let leads rot in a mailbox.
The complete BPM Parket data is on the Cases page. Including screenshots of the Meta dashboards and the client's WhatsApp message. Nothing hidden.
How we work
Four principles,nothing more.
Systems, not isolated tricks.
A website is nothing without ads. Ads are nothing without follow-up. I build the whole machine, or not at all.
Measurable over beautiful.
A pretty site that brings no customers is just an expensive business card. I look at appointments on the calendar, not Dribbble likes.
One region, one flooring installer.
If I worked for two businesses in the same city, I'd be working against myself. That's why: maximum one partner per region.
Honest about what doesn't work.
The BPM Parket test delivered 30 leads and 0 customers. I'm not hiding that, that's exactly what showed me what needed to be built.
Ready to start?
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A no-pressure conversation of 30 minutes. If it doesn't click? Then it doesn't click.