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Landon Moore had been down this road before. Multiple agencies. Plenty of promises. Dashboards full of impressions and click-through rates — and not enough revenue to show for it. When he came to Gradari, The Aurora Lights had one month of cash flow left.
This is the story of what happened next.
The Aurora Lights is a permanent lighting company based in Texas. The product is high quality. The installs look great. The issue was never the business — it was the ads.
Three things were broken before working with Gradari.
Prior agencies had burned trust.
Contracts were long. Reps rotated. Results never materialized. By the time Landon came to us, he was skeptical that any agency could actually move the needle.
Campaigns were optimizing for the wrong leads.
Some campaigns produced cheap leads. Others produced leads that actually closed. Without CRM data connected to the ad platforms, there was no way to tell the difference — and no way to act on it.
The business was at a critical point.
One month of runway left. This wasn't a 'let's improve performance over the next quarter' situation. Things had to work.
Connect the data. Find the buyers. Scale what works.
Connect the full picture.
We integrated Google Ads and Meta Ads with their CRM (Jobber), tracking leads all the way through to approved quotes. Not just form fills. Not just calls. Actual closed revenue signals, fed back into the platforms.
Identify what was actually working.
Once the data was connected, the picture became clear quickly. Some campaigns had low CPL but terrible close rates. Others cost more per lead but converted at dramatically higher rates and produced larger jobs.
This is the insight most businesses never get because they're looking at CPL instead of cost per closed deal.
Reallocate and scale.
We cut the campaigns producing cheap-but-worthless leads and shifted budget to the segments driving real revenue. Then we built new strategies around what the data was telling us.
From near-shutdown to the best year on record.
Better leads beat more leads. Every time.
Aurora Lights isn't just a 'we fixed the ads' story. It's a demonstration of what happens when you close the loop between marketing and sales.
When the ad platform can see which leads actually became jobs — and at what value — it trains itself to find more of those buyers. CPL goes down. Close rates go up. The sales team stops chasing tire-kickers and starts having real buying conversations.
Landon didn't need more leads. He needed better ones. That's exactly what the Lead Quality Framework is built to produce.
“We've loved working with Gradari on both Google and Facebook. They've set up offline conversions so we're able to start optimizing for leads that progress into business, and not just anyone willing to fill out a form. We made more profit in three months with this company than we did the whole year working with another. They were able to increase the average ticket price of a job sold, cut the cost per lead in half, and we saw our closing rates go from 30% to 50%.”