How Double Diamond Fabrication Doubled Revenue in 90 Days
A paid media overhaul, conversion-focused website rebuild, and AI-powered sales automation transformed an underperforming division into a growth engine.
The Client
Double Diamond Fabrication is a metal fabrication manufacturer based in the Sisters, Oregon area. They operate multiple product divisions, but one division in particular - their flatbed kits and utility beds for trucks - had significant revenue potential that wasn't being realized. The products were excellent. The manufacturing operation was solid. The marketing wasn't keeping up.
DDFAB needed a partner who understood both the technical nuances of selling to commercial truck buyers and fleet managers, and the digital systems required to generate and convert leads at scale. They had tried running Google Ads in-house and with a previous agency, but the results were mediocre - an underwhelming 2.8x ROAS that barely justified the ad spend. Lead quality was inconsistent. The sales team was spending more time chasing unqualified prospects than closing deals.
That's when they brought in Carpenter Productions to rebuild their marketing from the ground up.
The Challenge
When we began our audit of Double Diamond Fabrication's marketing, several critical problems became immediately apparent. The issues weren't just in one area - they were systemic, spanning paid media, website performance, sales processes, and attribution. Fixing one without the others would have produced only marginal improvement.
Underperforming Paid Media
DDFAB's Google Ads campaigns were generating a 2.8x ROAS - enough to technically break even after accounting for cost of goods and overhead, but nowhere near what was needed to justify scaling ad spend. Campaign structure was bloated with too many ad groups targeting overlapping keywords. Match types were too broad, wasting budget on irrelevant searches. Landing pages weren't aligned with ad copy, leading to high bounce rates and low conversion rates. The campaigns were running on autopilot without anyone optimizing bids, testing creative, or refining audiences.
Slow, Underperforming Website
The division's web presence had a Google PageSpeed score of 31 out of 100. On mobile - where a significant percentage of fleet managers and truck owners browse - the experience was painful. Images weren't optimized, JavaScript was render-blocking, and the conversion paths were buried. A visitor had to navigate through multiple pages to find a quote request form, and the form itself asked for too much information upfront, creating friction that killed conversions. The site was actively working against the paid media investment.
Slow Lead Response & Manual Processes
When leads did come in, the average response time was 24 hours. In an industry where buyers are often comparing multiple fabricators simultaneously, a day-long delay meant lost deals. Salespeople were manually checking email, copying lead information into the CRM, building quotes from scratch each time, and sending follow-up emails by hand. Each salesperson was spending an estimated 12+ hours per week on repetitive administrative tasks that added no value but consumed significant capacity.
No Revenue Attribution
Perhaps the most fundamental problem: DDFAB had no way to connect their ad spend to actual closed revenue. They could see clicks and form submissions in Google Ads, but once a lead entered the sales process, the data trail went cold. There was no integration between the ad platforms, the website, and the CRM. Leadership couldn't confidently answer the question "Is our marketing actually making us money?" - which made it impossible to make informed decisions about where to invest.
The Solution
We designed a four-phase engagement that addressed every layer of the problem simultaneously. The goal wasn't to make incremental tweaks - it was to rebuild the entire marketing-to-revenue pipeline so every dollar of ad spend could be tracked from initial click through CRM to closed deal.
Phase 1: Paid Media Overhaul
We started by auditing every active campaign, ad group, keyword, and piece of ad creative in DDFAB's Google Ads account. The existing structure had 14 ad groups spread across 3 campaigns, many targeting nearly identical keywords with different match types, cannibalizing each other's performance.
We consolidated the account into a streamlined structure organized by product category and buyer intent level. High-intent keywords like "custom flatbed for truck" and "utility bed manufacturer" received their own tightly themed ad groups with dedicated ad copy and landing pages. We added negative keyword lists to eliminate irrelevant traffic - searches for used flatbeds, DIY builds, and unrelated truck accessories had been consuming roughly 22% of the monthly budget.
Landing pages were rebuilt to match ad intent precisely. Instead of sending all traffic to the homepage, each ad group directed visitors to a purpose-built page with a clear headline matching the search query, product photos, specifications, social proof, and a streamlined quote request form. We implemented A/B testing on headlines and form layouts, eventually settling on a two-step form that captured basic contact info first and detailed specs on the second step - increasing form completion rates by 34%.
Bid strategies were shifted from manual CPC to target ROAS bidding once we had enough conversion data, allowing Google's algorithm to optimize for revenue-generating clicks rather than just volume. We also launched remarketing campaigns to re-engage visitors who viewed product pages but didn't convert, keeping DDFAB top-of-mind during the research phase.
Phase 2: Website CRO & Performance
A slow website is a conversion killer, especially in paid media where every click costs money. DDFAB's division pages had a PageSpeed score of 31 - well below the threshold where Google starts penalizing ad quality scores and organic rankings alike.
We performed a full technical audit and implemented a series of optimizations: image compression and next-gen format conversion (WebP), lazy loading for below-the-fold images, elimination of render-blocking JavaScript, critical CSS inlining, server-side caching improvements, and removal of unused third-party scripts that had accumulated over time. The result was a PageSpeed improvement from 31 to 67 - a 116% increase that directly improved both ad quality scores and organic search visibility.
Beyond raw speed, we redesigned the conversion architecture. Every product page was restructured with a clear visual hierarchy: hero section with the primary value proposition, product specifications in scannable format, photo gallery, social proof (customer testimonials and project photos), and a persistent CTA that followed the user as they scrolled. We reduced the average number of clicks from landing to quote request from 4 to 1.
Mobile experience received particular attention. We rebuilt navigation for thumb-friendly interaction, ensured forms worked flawlessly on mobile keyboards, and added click-to-call buttons prominently on every page - recognizing that many fleet managers prefer to call rather than fill out forms.
Phase 3: AI & CRM Automation
This is where the engagement went from "better marketing" to "transformational." DDFAB's sales team was drowning in manual work. Every new lead required someone to check email, copy the information into their CRM, review the request, build a custom quote, email it back, and then manually follow up if they didn't hear back. Each salesperson was spending 12+ hours per week on these repetitive tasks - time that should have been spent closing deals and building customer relationships.
We built an automated lead response system that triggered within seconds of a form submission. The moment a prospect submitted a quote request, the system automatically created a contact record in the CRM, sent a personalized acknowledgment email with expected response timelines, notified the assigned salesperson via SMS and email with full lead details, and began an automated nurture sequence if no human follow-up occurred within 30 minutes. Lead response time dropped from an average of 24 hours to under 5 minutes.
We also built automated quoting workflows. For standard product configurations, the system could generate a preliminary quote based on the specifications submitted in the form, pulling pricing from a product database and applying the correct margins. Salespeople only needed to review and approve rather than build from scratch - cutting quote turnaround time by more than half.
The CRM integrations went deeper than just lead capture. We connected the ad platforms, website analytics, and CRM into a single data pipeline so every touchpoint was tracked. When a salesperson marked a deal as "closed-won," the system automatically attributed that revenue back to the originating ad campaign, keyword, and landing page. For the first time, DDFAB could see exactly which marketing dollars were producing revenue and which were being wasted.
Phase 4: Revenue Attribution & Reporting
With all the pieces connected - ad platforms, website, CRM - we built custom dashboards that gave DDFAB's leadership real-time visibility into marketing performance. Not vanity metrics like impressions and clicks, but the numbers that actually matter: cost per qualified lead, cost per closed deal, revenue per campaign, ROAS by product category, and pipeline velocity.
Weekly reporting included a complete funnel view: ad spend → clicks → leads → qualified leads → quotes sent → deals closed → revenue generated. Every stage of the funnel was measured, allowing us to identify exactly where opportunities were being lost and make targeted improvements. When we noticed a specific product category had a high lead-to-quote rate but low quote-to-close rate, we worked with the sales team to refine their follow-up approach for that segment - increasing close rates by 18%.
This data-driven approach also informed budget allocation. We could see exactly which campaigns and keywords produced the highest revenue per dollar spent, and shift budget accordingly. Low-performing campaigns were paused or restructured. High performers received increased budget and expanded keyword coverage. The result was a continuously improving system that got more efficient every month.
The Results
Within 90 days of full implementation, DDFAB's flatbed kit division achieved transformational results across every metric that matters.
Division Revenue in 90 Days
ROAS (Up from 2.8x)
Saved Per Salesperson Per Week
Lead Response Time (Was 24 hrs)
PageSpeed Score (+116%)
Click-to-Close Attribution
The revenue increase wasn't driven by any single change - it was the compounding effect of every improvement working together. Better targeting put ads in front of serious buyers. Faster, conversion-optimized pages turned those clicks into leads. Automated follow-up ensured no lead slipped through the cracks. And the attribution system proved exactly where the revenue was coming from, giving DDFAB the confidence to continue investing.
The time savings alone justified the engagement. With each salesperson reclaiming 12 hours per week from manual tasks, the team could handle more deals without adding headcount. The automated quoting system reduced turnaround from days to hours, meaning prospects got pricing while they were still in buying mode rather than after they'd already gotten quotes from competitors.
The ROAS improvement from 2.8x to 6x+ meant that every dollar of ad spend was now generating more than double the revenue it had before. With clear attribution proving the returns, DDFAB was able to confidently increase their ad budget - knowing that scaling spend would scale revenue proportionally.
Project Timeline
Audit & Strategy
Full audit of existing campaigns, website, CRM, and sales processes. Identified key bottlenecks and built the 90-day implementation roadmap.
Paid Media Rebuild
Restructured Google Ads account, built new landing pages, implemented conversion tracking, launched remarketing campaigns.
Website CRO & Performance
PageSpeed optimizations, conversion path redesign, mobile experience overhaul, A/B testing framework setup.
AI & CRM Automation
Automated lead response system, quoting workflows, CRM integrations, nurture sequences, and sales notifications.
Attribution & Dashboards
Connected ad platforms to CRM, built revenue attribution pipeline, deployed real-time reporting dashboards.
Optimization & Scale
Continuous optimization based on performance data. Budget reallocation to top performers. Close rate coaching with sales team.
Services Used in This Engagement
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