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Laminados ONYX

Booked appointments went from 12 to 36 a month while ad spend rose 16%.

Location
Caracas, Venezuela
Industry
Auto protection, specialty films and vehicle security
Services
nano-ceramic tint, PPF, vinyl wraps, safety and ballistic films, ceramic treatments
Period
Monthly averages, Jul–Sep 2025 vs Jul–Sep 2026

The result

The result
Metric Before After Change
Booked appointments 12 36 +200%
Qualified leads 30 66 +120%
Cost per appointment $133.33 $51.39 −61%
Average first reply 3 h 40 min 9 min −96%
Missed calls 32% 8%

Where they started

Calls and messages had no marketing source. PPF, premium tint and security buyers were not separated, follow-up was manual, and there was little visibility on which inquiries became appointments.

What we built

  • Tracking of ad calls, site forms, Google requests and WhatsApp clicks, with the service and source of each.
  • A CRM pipeline (new, contacted, need identified, quote sent, appointment booked, job confirmed, job completed, lost).
  • WhatsApp flows: receipt confirmation, missed-call text recovery, quote reminders, appointment confirmations and reminders, review request after the job.
  • Lead qualification by service, vehicle, location, availability and stage.

Timeline

  1. Oct 2025 Tracking, CRM and pipeline.
  2. Nov–Dec 2025 Automations, missed-call recovery, quote follow-up.
  3. Jan–Sep 2026 Response times, qualification, closed-opportunity reports.

Full results

Full results
Metric Before After Change
Ad spend / month $1,600 $1,850
Calls 80 98
Forms 25 32
Total leads 105 130
Qualified leads 30 66 +120%
Booked appointments 12 36 +200%
Jobs sold 9 27
Average ticket $300 $360
Attributed revenue / month $2,700 $9,720
Cost per lead $15.24 $14.23
Cost per appointment $133.33 $51.39 −61%
Average first reply 3 h 40 min 9 min −96%
Missed calls 32% 8%

How these figures are defined

Cost per appointment = monthly ad spend ÷ all appointments booked that month. It counts ad spend only; agency fees are not part of it.

Attributed revenue = jobs sold × average ticket, from billing.

This shop measured booked appointments, not booked estimates.

Sources
Google Ads; call platform (calls, missed calls); CRM (follow-up, appointments); billing

Published with the shop's permission.

Results depend on market, ticket and close rate.

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