0 m · case study · steel distributor

The distributor that only sold to walk-ins now knows where every order comes from

Aços Joseense, a steel distributor in São José dos Campos, Brazil, from April to October 2026. All amounts in Brazilian reais (BRL).

updated October 2026

100 m · the scoreboard

Twenty-seven orders, and ads cost 6.5% of each one

BRL 310,531

in closed sales from ads

15.4x the ad budget

BRL 20,173

invested in Google and Meta ads

bar on the same scale as sales

27

closed sales

average order of BRL 11,501

BRL 747

in ads per closed sale

6.5% of the average order

Sales attributed through the funnel connected to the CRM, which follows every lead to the order. Return calculated on the Google and Meta ad budget.

200 m · the starting point

Every sale came from referrals, and nothing was recorded

Aços Joseense only sold to whoever showed up. Customers came from referrals or already knew the store.

Without records, there was no way to know how much came from each channel or to follow a quote until it became an order.

500 m · the decisions that changed the results

Three decisions that took the store beyond waiting for walk-ins

decision 01

We split campaigns by product line

what we saw

With no ads of its own, the store depended on people who already knew the name.

what we changed

We launched Google and Meta campaigns by product line, each one taking the customer to what they're looking for.

BRL 2.54

per lead generated by the ads

before: no leads came from ads

decision 02

Alice answers everyone on WhatsApp within seconds

what we saw

With leads coming in from several product lines, the team couldn't answer each one right away.

what we changed

We put Alice on WhatsApp answering everyone within seconds and passing them to sales.

min → s

first response time, before × after

manual replies × Alice

decision 03

We connected the funnel to the CRM to follow every lead to the order

what we saw

A quote sent without follow-up becomes a lost sale without anyone noticing.

what we changed

We connected the funnel to the CRM. Every lead is recorded with its source and stage up to the order.

% → %

leads that became orders, before × after

before the CRM × after

The distributor's sales dashboard by campaign in the CRM.
Sales dashboard by campaign in the CRM.

1,000 m · the progress

Out of 7,947 leads, 27 became orders with a recorded source

from lead to order · Apr to Oct 2026

Leads generated by ads7,947
Closed sales27

  1. Apr 2026

    First campaigns by product line

  2. Oct 2026

    End of the period analyzed

1,200 m · what we did

Three pieces for a store that had never advertised

01 · adsGoogle and Meta by product lineOne campaign per line, taking the customer straight to what they want.See ad management → 02 · aiAlice on WhatsAppAnswers every lead within seconds and passes it to sales with the chat recorded.See the AI customer service → 03 · crmFunnel connected to the CRMEvery lead followed with source and stage until it becomes an order.See the Ocean Scale system →