CASE STUDY
NAITORS
PVC windows and doors · Since 2023 · Slovenia
LEADS WERE COMING INTO THE COMPANY, AND THEN THEY GOT LOST.
56
Google inquiries
14,57 €
CPL • Segment average in CEE between 30 € and 60 €
0,37 €
CPC
11
inquiries from the Meta lead-gen campaign
1.966
brand interactions
Professional, reliable, patient, and persistent enough to actually move things. The results are there, so we highly recommend them.
THE CHALLENGE
We started the partnership in late 2023 with a simple task: set up initial acquisition and produce the first content. It quickly became clear that the website at the time couldn't handle the traffic we were planning behind the scenes. Before we ran advertising at full scale, we rebuilt it from the ground up.
When the campaigns started bringing in the first serious inquiries, the real bottleneck showed itself. A team of five salespeople worked by hand, kept their data in Excel, and had no clear ownership over handling contacts. Inquiries piled up, and no one knew exactly who had last called a given lead, or whether contact had been made at all. When the director wanted a report on sales results, the answer was usually: "I think it's going well."
That's the point where we stopped just managing ads and became a partner that builds a system.
WHAT WE BUILT
Phase 01 · Diagnosis
After reviewing the Excel files, we concluded the problem was in the pipeline behind the campaigns, not the campaigns themselves. Leads were coming in, but no one knew who had last called them, if anyone.
Phase 02 · Website and acquisition
Before we used the ad budget at full scale, we had to fix the foundation. The website at the time was static, with no sales logic. We built the new one around one goal: get the visitor to submit an inquiry in the fewest possible clicks, with no unnecessary explaining.
As soon as the new site went live, we bought Google Search with two campaigns. The first (Brand Search) held on to existing demand; the second (Leads Search) targeted only users with clear, active buying intent.
Phase 03 · CRM Pipeline and automated lead nurturing
We set up a CRM with automatic intake and a central register. Every lead gets an owner. The system makes sure every follow-up happens, and leads are nurtured automatically by how warm they are.
That gives salespeople more time for conversations and gives the director an accurate view of the pipeline, statuses, and conversions.
Phase 04 · Meta and Revenue Unlock
We turned on Meta advertising and expanded Google. Measurement is aimed at CPL, not clicks. Inquiries come in predictably.
RESULTS
Operational metrics · April/May 2026
Google: 56 inquiries · CPL 14,57 € · CPC 0,88 €
Meta: 11 inquiries from the lead-gen campaign · CPC 0,37 € · 1.966 brand interactions
Across both channels: 65+ inquiries a month (predictable and measurable)
For comparison: the average CPL for the PVC window segment in CEE runs between 30 € and 60 €.
BEFORE AND AFTER
| Before · Excel | Now · CRM and system | |
|---|---|---|
| DATA ENTRY | Manual retyping | Automatic intake, central register |
| FOLLOW-UPS | Not done | Automatic, by how warm the lead is |
| DATA | Lost when switching tabs | 100 % preserved, always accessible |
| LEAD OWNERSHIP | Unknown | Clear assignment, tracked by the system |
| DIRECTOR'S VIEW | Guesswork | Statuses, pipeline, conversions in real time |
DATA ENTRY
Before · Excel: Manual retyping
Now · CRM and system: Automatic intake, central register
FOLLOW-UPS
Before · Excel: Not done
Now · CRM and system: Automatic, by how warm the lead is
DATA
Before · Excel: Lost when switching tabs
Now · CRM and system: 100 % preserved, always accessible
LEAD OWNERSHIP
Before · Excel: Unknown
Now · CRM and system: Clear assignment, tracked by the system
DIRECTOR'S VIEW
Before · Excel: Guesswork
Now · CRM and system: Statuses, pipeline, conversions in real time
SERVICES AND SCOPE
Lead Engine · Web Architecture · CRM Pipeline · Acquisition System
A sales team working in Excel loses money every month.
What does your pipeline look like today?