From No Sales Process to 256 Appointments and 111 Jobs Won
Frederik, owner of Venti Cleaners, took over a ventilation cleaning business with an existing customer base but little structure around new sales. Enquiries came through a website and one external supplier. Consolidations built the CRM, created additional demand and put a dedicated representative in charge of following up and booking appointments. The sales operation has recorded 256 booked appointments and 111 jobs won.
The Challenge
Frederik was responsible for delivering the service and building the business after the takeover. The existing customer list gave him a base to work from. What was missing was a dependable flow of new enquiries and a process for turning them into scheduled work. There was no CRM showing which leads needed a call, which appointments were booked or where a sale stood.
Around two months after the takeover, the self-employed cleaner left. Frederik was carrying out the ventilation cleaning himself while running the company. Every new enquiry added another task to his day. Reaching someone could take several calls, with each attempt competing for time he also needed on site.
Venti Cleaners needed suitable enquiries and someone responsible for working them through to an appointment. Frederik also needed a clear view of the opportunities coming in, so he could focus on selling and delivering the service. We started by building that process before increasing the volume of leads.
Acquisition Infrastructure
Build the Sales Process
Set up three CRM pipelines for appointment setting, sales and customer reactivation, with a clear next action for each enquiry.
Create a Reliable Lead Flow
Generate enquiries under the Venti Cleaners name through Meta, and connect additional external lead suppliers to the same CRM.
Take Responsibility for Follow-up
Combine an automated first response with a dedicated representative, repeated call attempts and direct booking into the appointment calendar.
What We Delivered
One CRM with three clear pipelines
We built the CRM around how the business needed to sell. The appointment setting pipeline covered contact and qualification. The sales pipeline tracked opportunities after an appointment, while the reactivation pipeline gave the inherited customer database its own follow-up route. This made the handover between stages visible. Frederik could see whether a lead was still being contacted, had booked an appointment or needed action to progress the sale.
A first response within 60 seconds
The AI follow-up was configured to contact a new lead within 60 seconds and offer direct booking into the appropriate calendar. Someone making an enquiry could receive an immediate response and choose an appointment without waiting for Frederik to finish a job and arrange it manually. The contact history and booking stayed together in the CRM.
Lead generation under the Venti Cleaners name
Once the CRM and follow-up were in place, we launched Meta campaigns under the Venti Cleaners name. Qualification criteria reflected what a suitable enquiry looked like for the business, giving the representative useful information before making contact. We also approached additional external lead suppliers and integrated their enquiries into the CRM. Leads from the connected sources entered the same follow-up process.
Between 1 June and 22 October 2026, the supplied Meta ad set generated 274 leads at an average advertising cost of €10.85 per lead. Venti Cleaners reported paying €25 to €30 per lead through external suppliers. The Meta figure covers media spend, with campaign management and follow-up costs accounted for separately.
A dedicated representative who kept following up
Consolidations assigned a sales development representative to work on behalf of Venti Cleaners. The representative contacted and qualified enquiries, booked suitable appointments and closed out leads that were not a fit. For people who did not answer, the process allowed for around eight call attempts before the lead was disqualified as unreachable. One unanswered call did not end the follow-up.
Frederik could see the contact history and qualification before each appointment. The representative kept working the remaining leads, so appointment setting continued while Frederik was meeting customers or carrying out the service.
Strategic Impact
How the figures are calculated
| Metric | Value |
|---|---|
| New lead records | ~680 |
| Appointments | 256 |
| Jobs won | 111 |
| Won value / Meta spend | 18.4x |
| Leads to appointments | ~37.6% |
| Appointments to jobs won | 43.4% |
| Meta leads | 274 |
| Meta ad spend | €2,971.92 |
| Average Meta CPL | €10.85 |
Conclusion
Venti Cleaners now has a defined process from first enquiry to appointment and sale, with a dedicated person handling follow-up while Frederik focuses on customers and delivery.
Consolidations ran acquisition and follow-up. Frederik's sales ability and service quality remained essential to winning the work. The business maintained its premium pricing as two additional operators joined to help deliver it.