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Case Study: Shutter Brothers

Building a Predictable Sales Pipeline for an Impact Window & Door Company

 

50%+
Lead Volume Growth
65%+
Increase in Sales-Qualified Leads (SQLs)
40%+
Return on Ad Spend (ROAS)
Type of Business:

Impact Windows & Doors

Services:

Paid Ads Strategy & Optimization

Sales-Qualified Lead (SQL) Generation

AI-Powered SMS Follow-Up Automation

CRM Implementation & Pipeline Tracking

Closed-Loop Lead-to-Close Reporting

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The Challenge

Shutter Brothers needed to move beyond inconsistent, low-volume lead generation and build a predictable, high-quality sales pipeline.

Early paid advertising efforts showed potential but lacked consistency, efficiency, and visibility. Marketing performance stopped at form fills, with no reliable way to understand lead quality, follow-up effectiveness, or downstream impact.

The core challenge wasn’t traffic.

It was turning ad spend into a scalable engine for sales-ready opportunities.

 

The Solution

Built to Win From Click to Conversation

Rizen implemented a full-funnel growth system, designed to support both marketing performance and sales execution.

Strategic Paid Media Optimization

  • Refocused budget on high-performing campaigns and keywords
  • Google Ads emerged as the primary driver of qualified demand
  • Ongoing optimization prioritized SQL quality and efficiency, not just lead volume

CRM Implementation & Pipeline Visibility

  • Implemented a centralized CRM to track leads from first click through sales qualification
  • Defined clear pipeline stages and SQL criteria
  • Enabled real-time visibility into lead status, follow-up, and performance

AI-Powered SMS Follow-Up

  • Deployed AI-driven SMS automation to instantly engage inbound leads
  • Reduced response times and lead drop-off
  • Improved appointment setting and sales conversations

Closing the Marketing Loop

  • Connected paid ads, CRM data, and sales activity
  • Optimization decisions driven by downstream lead quality, not vanity metrics

Marketing shifted from disconnected tactics to a cohesive, revenue-supporting system.

The Results

Built Right. Built to Win.

After system optimization and closed-loop tracking were implemented, Shutter Brothers experienced meaningful improvements across the funnel.

 

Performance Improvement After Optimization:

Metrics reflect directional performance improvements following system optimization and closed-loop tracking.

marketing-1

50%+ Growth

Lead Volume

performance (1)

65%+ Growth

Sales-Qualified Leads (SQLs)

sales (1)

40%+ Efficiency Gain

Return on Ad Spend (ROAS)

bar-chart (1)

~10% Reduction

Cost per SQL

What This Means

Instead of guessing which campaigns were working, Shutter Brothers gained:

  • Consistent growth in sales-ready opportunities
  • Improved efficiency as spend scaled
  • Clear insight into lead quality and performance
  • Confidence in marketing decisions

Marketing became predictable, measurable, and controllable.

 

From Leads to Sales Conversations

With CRM infrastructure and AI follow-up in place, Shutter Brothers now operates with:

  • Faster response times to new inquiries
  • Reduced lead leakage
  • Higher-quality sales conversations
  • A system that supports sales instead of overwhelming it

Marketing no longer stops at lead generation — it supports revenue readiness.

 

The Outcome

A Predictable Growth System

Shutter Brothers now runs on a closed-loop growth system built to scale:

  • Paid ads optimized for SQL performance
  • Automated follow-up that improves responsiveness
  • CRM-driven visibility into pipeline quality

No guesswork. No wasted spend. Just marketing built to win.

Let’s Grow Faster Together

Take the frst step toward faster, smarter growth