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Case Study: The Hurricane Pros

Building a High-Intent Lead System in a Hyper-Competitive Impact Window Market

7x
Return on Ad Spend
20%
Lead to Sales-Qualified Conversion in some periods
Type of Business:

Impact Window & Doors

Services:

Paid Ads Strategy & Optimization

Sales-Qualified Lead (SQL) Generation

Message Testing & Offer Optimization

Qualifying Chatbot & Lead Filtering

Full-Funnel Performance Tracking

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The Challenge

Hurricane Pros operates in one of the most competitive impact window and door markets in South Florida. High ad costs, intense competition, and inconsistent lead quality made it difficult to scale marketing profitably.

Early campaigns generated demand, but performance fluctuated due to:

  • Volatile cost per lead driven by seasonal competition
  • Inconsistent lead quality across channels
  • Limited filtering of low-intent and poor-fit inquiries
  • Long sales cycles requiring better qualification upfront

The challenge wasn’t generating interest —

It was building a system that consistently produced sales-ready opportunities.

 

The Approach

Built to Win in a Volatile Market

Rather than chasing short-term spikes, GoRizen focused on building control and resilience into the system.

The strategy included:

High-Intent Demand Capture

  • Google Search and Local Services Ads to capture urgency-driven demand
  • Meta Ads to support mid-funnel consideration and retargeting
  • Budget reallocation based on lead quality, not just volume

Message & Offer Testing

  • Rapid testing of pain points, headlines, and creative
  • Shift away from generic “storm messaging” toward cost, savings, and value-driven angles that showed higher engagement
  • Alignment between ad messaging and landing page expectations

Lead Quality & Filtering Improvements

  • Introduction of qualifying chatbots and smarter lead forms
  • Removal of poor-fit job types and keywords
  • Increased emphasis on lead-to-SQL conversion instead of raw lead count

Closed-Loop Optimization

  • Performance evaluated beyond CPL
  • Decisions informed by SQL trends, pipeline movement, and responsiveness
  • Campaigns paused, restructured, or relaunched based on quality signals

This transformed paid media from reactive testing into a managed demand system.

The Results

Built Right. Built to Win.

As the system matured, Hurricane Pros saw clear improvements in lead quality, efficiency, and controllability, even during periods of budget changes and seasonal pressure.

marketing-1

Higher SQL concentration

Generated more qualified leads ready for sales.

performance (1)

11-20%+ Conversion Rate

From leads to real sales-qualified opportunities

revenue (1)

7x Return on Ad Spend

$6.9K to $50.7K

sales (1)

Improved Efficiency

Cost efficiency was volatile and is now more controlled.

What Changed

Instead of reacting to monthly swings, Hurricane Pros gained:

  • Better visibility into why leads converted — or didn’t
  • More control over lead quality entering the pipeline
  • Clear signals on which channels and messages deserved scale
  • Reduced waste from poor-fit inquiries

The focus shifted from “How many leads did we get?” to

“Are we generating the right conversations?”

The Outcome

A More Predictable Growth Foundation

Hurricane Pros now operates with a more controlled, resilient marketing system:

  • Lead generation aligned with real sales intent
  • Messaging informed by tested buyer motivations
  • Budget decisions guided by quality signals
  • A foundation capable of scaling during peak demand periods

No hype.

No chasing vanity metrics.

Just marketing built to win in a tough market.

Let’s Grow Faster Together

Take the frst step toward faster, smarter growth