The Challenge

Supreme Windows operates in a highly competitive local market where lead quality matters more than lead volume.

Early paid advertising efforts generated demand, but results were inconsistent:

• Volatile cost per lead and cost per appointment
• A high percentage of unqualified or out-of-area inquiries
• Rising acquisition costs that limited scalability

The core challenge wasn’t generating interest.

It was turning paid traffic into predictable, cost-efficient sales opportunities.

The Approach

Built to Win by Prioritizing Quality Over Volume

GoRizen implemented a data-driven optimization strategy focused on efficiency and downstream performance.

Lead Quality First

• Introduced qualification questions in lead forms to filter low-intent prospects
• Accepted short-term drops in raw lead volume to improve appointment quality
• Reduced wasted sales effort and invalid inquiries
  
  

Channel Optimization

• Google Ads emerged as the dominant acquisition channel, consistently producing higher-intent leads
• Implemented product- and location-specific keyword targeting
• Meta Ads were reduced or paused when volatility and inefficiency increased
  
  

Continuous Cost Control

• Budgets reallocated based on Cost per SQL and appointment efficiency, not just CPL
• Campaigns optimized around outcomes, not surface-level metrics

This shifted the system from “more leads” to better leads that convert more efficiently.