Burned By An Agency To €89,000 In 60 Days
Ilze from AT Meter walks through their live CRM on camera. Numbers are read off the screen, not slides.
Pellet boilers, heat pumps and heating system installation.
Family-run. Owner Kaspars leads the business; his daughter Ilze handled marketing alongside a full-time day job.
Newer to the market, growing on organic content, with no structured paid acquisition in place.
A bad experience with a previous marketing company had killed all trust in agencies, and nothing coming in was trackable.
The business was capable. The acquisition side was three separate problems stacked on top of each other, and each one made the next harder to fix.
TikTok and Facebook content was performing on views. “Regards views and all of that, but regards conversions, not so much.” Attention was not the constraint. Turning attention into booked installs was.
Ilze had started running Facebook ads herself around a day job. Her words: “it takes a lot of knowledge, and I don’t have that. I have specific knowledge in something else.” There were a few sales, but no system underneath them.
A marketing company had built their website and delivered a “very terrible experience.” The owner was, in Ilze’s words, very skeptical. He said no on the first calls. That skepticism was rational, and it had to be answered with structure rather than promises.
“At first we were getting calls that were just hard to understand where they’re coming from.” With no attribution, there was no way to know which channel deserved more money, or whether anything was working at all.
The fix was not “run better ads.” It was to remove the risk that made them say no, then build the missing infrastructure underneath the campaign.
Ilze’s reason for signing: “your offer was it would just be stupid to say no kind of offer... the kind that I would trust and that would build trust.” We only put that offer on the table when we believed we could deliver the result. When we don’t, we say no.
Visuals and angles were built, reviewed and updated in a tight loop. “When we were going and figuring out what visuals to launch... it was very easy to communicate.” Nothing shipped that the owner hadn’t understood first.
Ads ran under AT Meter’s name and reached homeowners and businesses in their service area. The campaign educated the buyer before the phone call rather than dumping cold names on the team.
We built the CRM they knew they needed but hadn’t had time to stand up. Leads in, stages mapped, invoice sent, installed, paid in full. That CRM is the one on screen in the interview.
Hiring input, systems and process work. “You’ve been helping us to dial in and help us navigate through in more aspects than just ads.”
“It would be stupid to say no, because the offer is just too good and you have little and nothing to lose. You should have signed up. You should have done it yesterday already.”
Content producing views, a handful of self-run ads, no tracking, and an owner who had already said no to agencies twice.
Deep dive on what they sell, who actually buys, and where the margin sits. The risk-reversed offer is what got the owner to a yes.
Visuals and angles built and reviewed with the client, then the campaign launched under their brand in their service area.
Full CRM stood up: leads, stages, invoice sent, installed, paid. Every source finally attributable.
€54K collected, €13K installed, €22K paid in full. Roughly €89,000 total on about €2,500 of ad spend.
The team is working through daily lead flow and the next campaign is in build.
Same system. Different industries, different countries, same way of working.
“If you are our competitor, don’t do this.”
153 leads, €2.34 best CPL, a €64K commercial deal, 68x return.
Sales cycle cut from 10-11 months to 2-4. €69K at 1:20 ROAS.
One installer per area, and an area gets claimed once. If yours is open, it's yours to take.
Four quick questions, then you pick a time. You keep everything we find on the call, whether we work together or not.