Case study · Industrial storage company
From 5 tools and manual box-checking to one automatic lead system.
An industrial storage company's leads ran through 5 tools held together by hand. We rebuilt it as one system and tuned their Google Ads.
- $28.95 → $10.52
- cost per click, Sept → Oct 1–21, 2026
- +85%
- clicks in 3 weeks of Oct vs. all of Sept, same budget
- 5 → 1
- tools replaced with one system
The client
A family-owned industrial storage company selling to warehouses and manufacturers. Most leads come from Google Ads, phone calls and a website quote form. A typical won job is about $17,455 (median of recorded won jobs).
The challenge
At handover in October 2026, leads ran through 5 tools held together by one person checking boxes. When that stopped, everything stopped.
- 6 Zapier automations
- 8 Data Fetcher feeds
- Airtable base
- Someone checks a box by hand
- CRM
- Google Sheet
- About 1 in 3 calls never reached a person, and nothing alerted anyone.
- The owner's lead sheet was missing about half the leads, because calls never made it in.
- Google Ads hadn't been told about a single sales-qualified lead since July, while spending about $9,250 a month.
- Website quote requests dropped from 30 in August to 2 in September.
- About $350 a month went to overlapping tool subscriptions.
What we built
One lead system that replaces the whole chain, plus a Google Ads tune-up.
- 1Call or form comes in
- 2Sorted automatically
- 3Team alerted in about a minute
- 4One click marks the lead
- 5Google Ads told automatically
- 6Owner dashboard
One list of every lead
Every call and form lands in one place. 6 filters catch spam, robocalls and junk.
Instant alerts
Missed calls, new real leads, follow-ups due and stuck deals. Plus a 7:30 a.m. summary email.
One click tells Google
Mark a lead Real, Quoting, Won or Lost. Google Ads learns which clicks became buyers, with 24 hours to fix mistakes first.
Simple 7-stage pipeline
Lead pages with call recordings, follow-up reminders and an owner dashboard.
Old data moved in
1,312 past leads from 4 old systems, with duplicates removed. 595 old Google conversions locked so nothing counts twice.
Checked on every change
131 automatic checks. The old setup runs side by side until the new one is proven.
Google Ads tune-up
Late Sept to Oct 2026: we blocked wasted searches, capped runaway bids, sent searches to the right pages and launched a new product campaign. Its first week brought a 14-minute call scored as a qualified lead.
Before and after
| Before | After | |
|---|---|---|
| Tools to check | 5 | 1 login |
| Missed-call alerts | None | In about a minute |
| Calls in the lead list | About half missing | Every call, automatically |
| Google learns which leads are real | Not since July | Automatically, with one click |
| Reporting | Built by hand | Owner dashboard + 7:30 a.m. email |
| Tool subscriptions | About $350/month overlapping | Up to $389/month can be retired |
Early results
- Sept 2026$28.95
- Oct 1–21, 2026$10.52
Source: Google Ads statements and account data, Sept–Oct 2026.
- Before~35
- Now~95
Source: Google Ads statements and account data, Sept–Oct 2026.
- $10.52 per click is the lowest in 20 months of statements.
- 85% more clicks in the first 3 weeks of October than in all of September, on the same budget.
- 1 login instead of 5. Up to $389 a month in tool subscriptions can be retired.
Time and money
No one does this by hand anymore
- Sorting leads
- Copying leads into the sheet
- Checking 5 tools
- Chasing follow-ups
One job pays for year one
The first-year cost of the system is less than one typical won job (about $17,455).
The website feeds it
Each quote request drops straight into the same list as calls and ad leads.
Explore websites →
What's next
- Switch over fully after the side-by-side check.
- Let Google bid on real leads once enough data builds up.
- Sort call transcripts automatically.
Early results from October 2026. Ad results vary, and more clicks become more jobs only when leads are followed up and Google learns which ones convert.