Naitors: 67 inquiries in one month, and a CRM instead of Excel

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 · one month (April/May 2026)

Google Search campaigns: 56 inquiries · CPL 14,57 € · CPC 0,88 €

Meta lead-gen campaign: 11 inquiries · CPC 0,37 € · 1.966 brand interactions

Across both channels: 67 inquiries in that month. By October 2026 the monthly volume had climbed to almost 100 inquiries from Google and Meta ads combined. An inquiry is a call or a submitted form.

How to read the numbers: an inquiry is a submitted request that a campaign brought in. CPL is campaign spend divided by the inquiries from the same channel. CPC and CPL come from the ad accounts (Google Ads, Meta Ads Manager). We don't publish an industry average for PVC windows and doors because we have no verifiable sample. In our experience, a CPL of 14,57 € is low for search campaigns in this segment.

BEFORE AND AFTER

SERVICES AND SCOPE

Lead Engine · Web Architecture · CRM Pipeline · Acquisition System

Related: CRM implementation · What is CPL?

A sales team working in Excel loses money every month.

What does your pipeline look like today?