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Phillips JoineryCase study · Black Steel Doors · London steel doors and glazing £1 in. £70 back.
Black Steel Doors make and fit steel framed doors and screens for London homes. We run their search ads, their social channels, the LinkedIn account of the owner and the CRM that ties every enquiry to a sale. Between April and August 2026 that system booked 328 appointments, won 112 deals and returned £70.9 for every pound spent.
A big audience that nobody could turn into a number
Black Steel Doors had done the hard part. Ten years of making doors, forty thousand Instagram followers, a showroom people travelled for, and a product that photographs beautifully. Their SEO was in good hands with another firm and we left it there. What they did not have was a system: no line from a post or a search to a signed order. Enquiries arrived by phone, DM, form and email, and nobody could say which channel paid for itself.
They came to us on a recommendation in September 2025. The brief was simple to say and hard to do: keep the brand looking premium, feed the fitters a steady diet of London homeowners who are ready to buy, and prove it with revenue rather than likes.
Doors are visual. So we filmed them.
Our crew shoots on site: installs, before and after reveals, close ups of hinges and handles, the moment a screen slides open onto a garden, and the customers themselves, on camera, in the rooms the doors were made for. We cut it for every channel and post it every week. Facebook alone served 8.2 million video views in five months and the page grew from 25,116 to 32,185 followers. TikTok added 2.5 million views on top.
None of this is vanity. Video is what people watch before they search for a supplier, and it is what the Google Ads land on. The content builds the demand that search then captures.
Three months of mapping, then the build
The CRM build took three to four months and started with a mind map on a wall: what happens from the first message to the follow up, the quote, the invoice, the installation date and the aftercare call, and who needs to know at each step. Then we built it. Every enquiry from every channel lands in one pipeline, gets an answer within a minute, and books itself into the right calendar. Quotes go out from the system. Invoices go out from the system. Nothing depends on someone remembering.
Since it went live in November 2025 the pipeline has logged 3,006 opportunities. That is the part nobody sees on Instagram, and it is the part that makes the rest of this page possible.
Catch people the moment they type "steel doors London"
Google Ads does the intent work, and it has done since March 2026. We built the account around what people actually search for, tightened the match types, and pointed every ad at a landing page with one job: book a design consultation. The CRM catches the enquiry, replies automatically, and books it into the showroom diary.
Every booking is logged against its source. That is the small, boring discipline that makes the next chapter possible.
From appointment to signed order, tracked to the pound
Because every appointment sits in the CRM, so does what happened next. The sales team move deals through quote, survey and deposit, and the value goes on the card. When a deal closes, it closes against the campaign that created it. Over the five months, 112 deals were won at an average of just over £10,000 each.
This is the difference between marketing that feels busy and marketing that is accountable. We report the same numbers the finance team see.
£1.13 million of doors, and a return we can show you
Add together the Google Ads spend and our monthly fee, divide the revenue won in the CRM by that total, and you get 70.9. Every pound Black Steel Doors put into marketing between April and August came back seventy times over. Not attributed by a pixel. Recorded by the people who invoiced the customers.
We keep publishing the content, keep tuning the search, and send the same scoreboard every month. The newest job is the owner's LinkedIn: a call each month, then posts written in the owner's voice, because the people who buy a £10,000 door often want to meet the maker first.
Revenue won, month by month
Recorded in the CRM when a deal closed. Appointments booked shown above each bar.
The maths, in the open
We do not count platform reported conversions for this client. We count signed orders. It is a harder number to hit and the only one worth reporting. If you want the same scoreboard for your business, the free audit is where it starts.
Hear it from their customer, not from us
This is a film we made for Black Steel Doors, not about us: a homeowner who had just had their doors fitted, on site. It is the same crew, the same cameras and the same edit standard that go into the content every week.
Black Steel Doors work with us month to month. They stay because the scoreboard keeps saying yes.
They offer everything in one place, not just social media, but also Google support and solid knowledge of CRM systems, which was super helpful… We quickly saw better engagement and improved brand visibility.
Client websitewww.blacksteeldoors.co.uk ↗Questions
How do steel door companies get more enquiries?
Does Google Ads work for bespoke door and glazing companies?
What does the CRM actually do?
How do you know the ads produced that revenue and not something else?
How much do we need to spend on Google Ads to get results like this?
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