Case Study
From zero systems to a
fully automated sales pipeline
How we built a CRM, ad infrastructure, and lead generation engine for a $4M bathroom renovation company — in just 7 weeks.
Revenue
$4M AUD Revenue
Delivery
7 Weeks
Campaigns
16 Ad Campaigns
Automations
9 Automations
The Problem
A $4M Business with Zero Infrastructure
XBathrooms was generating $4M AUD in revenue with essentially no infrastructure behind it. Every dollar in the pipeline was invisible.
01
No CRM
Despite $4M in revenue, there was no centralized system for managing leads, tracking stages, or monitoring pipeline revenue.
02
Disconnected Follow-ups
Simon and Fin each maintained separate Google Sheets to track follow-ups — inconsistently updated with no visibility across the lead journey.
03
No Lead Confirmation
When a customer submitted a form, they received nothing back — no email, no SMS, no acknowledgment whatsoever.
04
Previous Agency Issues
$23,789 spent on Meta over 90 days with catastrophically fragmented budgets across 25 ad sets at $10/day each.
The Core Issue
A $4M-revenue business was operating without any system to track, nurture, or follow up with the leads generating that revenue. Every dollar in the pipeline was invisible.
01
Weeks 1-3: CRM & System Setup
The Sales Pipeline
We created XBathrooms' first-ever structured sales pipeline: a six-stage system built inside GoHighLevel that gives the team a single, visual board where every lead is tracked from first inquiry to close.
XBathrooms Sales Pipeline with 68 opportunities across 6 stages
New Lead
Lead enters via landing page form, auto-created and assigned
Contacted
First call logged with qualification questions
Site Visit / Proposal
Site visit booked in GHL Calendar, value estimated
Follow-Up
4 touchpoints over 20 business days after proposal
Won
Proposal accepted, BuilderTrend invite sent
Lost
Declined or went silent, reason documented
02
Week 4: Ad Planning & Setup
The Ad Strategy
Before building anything new, we conducted a full audit of everything the previous marketing team had been running. What we found was revealing.
Meta Ads Audit
Budget catastrophically fragmented across 25 ad sets at $10/day each — zero statistical power.
Google Ads Audit
Only 3 conversions at A$132.52 per conversion — 0.59% conversion rate with A$149.61 wasted.
The Strategy We Built
.svg){kind=logo}
Meta Ads
Static ads first for immediate lead generation, carousels for engagement and social proof, then video ads featuring real completed projects. Each format launched sequentially.
Google Ads
Paused their underperforming campaign, launched new Performance Max campaigns with proper configuration, then moved to a focused Search campaign.
Data before vs now
Total Ad Spend
A$3,349
that we lower down the cost from what initial
Opt-Ins
55
Landing Page Views
2,156
CPL
A$60.89
Conversion Rate
2.55%
03
Week 5–6: Automation Build
The Automation System
We built a fully automated follow-up engine that handles every touchpoint — from first inquiry to five-star review — so the team never drops a lead again.
Avg. response time
<60s
Workflows live
9
Leads contacted in 24hrs
100%
Manual follow-ups
0
Before we arrived
- Leads sat in the inbox for hours — sometimes days
- Missed calls went unreturned
- Follow-ups depended on the team remembering
- No system for collecting reviews
After implementation
- Every inquiry gets a response within 60 seconds
- Missed calls trigger instant SMS + email outreach
- Multi-touch sequences run on autopilot
- Review requests sent automatically after projects
Instant inquiry response
24/7, any channel
Missed call recovery
automatic SMS + email
Booking confirmations
zero manual effort
Proposal follow-through
keeps leads warm
Persistent follow-up
multi-week sequences
Review generation
reputation on autopilot
04
The Transformation
Before & After
Before any ads were live (Week 1, organic only) versus after ads launched.
Form Submissions — 3 submissions, organic only
Before - 3 form submissions
Pipeline — 4 opportunities, $103K total
Before - 4 opportunities
Form Submissions — 30+ qualified leads
After - 30+ form submissions
Pipeline — 30 opportunities, $103K+ in follow-up
After - 30 opportunities
05
Week 0 vs. Week 7
The Complete Transformation
06
What We Delivered
Complete Infrastructure in 7 Weeks
In 7 weeks, XBathrooms went from a $4M-revenue business with no infrastructure to a fully operational sales and marketing system.
Sales Pipeline
6-stage pipeline (New Lead → Contacted → Site Visit → Proposal Sent → Won → Lost) with trigger fields, documentation fields, and opportunity values at every stage.
Automation Workflows
9 workflows: 5 inquiry confirmations, missed call trigger, site visit confirmation, proposal sent notification, follow-up sequence, review request, Won/Lost handlers, FAQ auto-reply.
Integrations
Google Analytics, Google Business Profile, Facebook, Instagram — all connected to GHL.
Full Ad Audit
Complete audit of previous agency's Meta ($23,789 / 90 days) and Google (A$397.57 / 3 conversions) campaigns with actionable findings.
Meta Ad Campaigns
16 campaigns across static, carousel, and video formats with proper budget allocation, creative testing, and systematic scaling.
Google Ad Campaigns
New Performance Max and Search campaigns set up with proper conversion tracking and audience signals.
Reporting Dashboard
Live dashboard tracking ad spend, CPL, conversion rates, and total pipeline value in real-time.
"XBathrooms now has a single source of truth for every lead in their business. The system doesn't just track what happened — it actively drives what happens next."
Ready to transform your business?