LOCK
&
ROLL
They’d been through the agencies. Heard the promises. Watched the money go. Then they found a team that stopped talking and started delivering. Five years later, the numbers tell the story.
Building a brand from the inside out
Lock & Roll came to AIIMS with a clear need: consistent, reliable leads for their technicians and franchisees across Sydney. Behind a strong parent company, Alchin Long Group, with manufacturing brands like Cowdroy and Colonial Castings, Lock & Roll itself was not yet a recognisable consumer name. The challenge wasn’t just lead volume. It was building brand trust from scratch in one of Sydney’s most competitive home services markets.
At the time, the business had cycled through multiple marketing companies and had lost faith in digital. The parent company had been operating for over 50 years and management was understandably sceptical. Getting buy-in wasn’t just a matter of strategy. It was a matter of proving, with real numbers, that online marketing could work when it was done properly.
The plan came in two phases. First, establish a consistent and profitable lead pipeline through Google Ads, Google My Business, and Social. Build the machine. Then layer in SEO to compound that traffic over time, drive brand trust organically, and build the kind of search presence that pays dividends for years, not just the month you spend on it.
A full-stack growth system
Seven interconnected products, one objective: make Lock & Roll the most visible, most trusted window and door repair brand in Sydney.
Paid search that actually pays
Last 12 months of Google Ads data. High-intent keywords, tight targeting, and a landing page engineered to convert. The result: over 2,000 conversions at an average cost most agencies wouldn’t dare promise.
The phone doesn’t stop ringing
Lead Quality — Last 3 Months
| Total Calls | 1,569 |
| Qualified Leads | 593 |
| Bookings Made | 266 |
| Lead Qualification Rate | 37.8% |
| Booking Conversion Rate | 44.9% |
Call Performance — 12 Months
| Total Inbound Calls | 9,609 |
| Answered | 8,999 |
| Missed | 610 |
| Answer Rate | 93.6% |
| Avg Call Duration | 129 sec |
Over 9,600 inbound calls in 12 months. 93.6% answered. More than half are first-time callers, proving the marketing is pulling in genuinely new customers, not recycling the same database. In the last 3 months alone, 266 of those qualified calls converted into confirmed bookings. The pipeline is full, the phones are answered, and the work keeps flowing.
Built to convert from the first click
Every touchpoint in the customer journey was engineered with one goal: get the phone ringing. From the moment someone clicks an ad to the instant they book a technician.
The Conversion Journey
High-Intent Search Ad
A Sydney homeowner searches “sliding door repair near me”. A tightly targeted Google Ads campaign puts Lock & Roll front and centre before any competitor gets a look.
Dedicated Landing Page
They land on window-door-repairs.com.au — a page built for one thing. No nav. No distractions. Clear service list, trust signals, and a lead form above the fold.
Call or Form Submission
The prospect calls the WildJar tracking number or fills in the enquiry form. Either way, the lead is captured, tracked back to its source, and fired into Salesforce in real time.
CRM Qualification & Booking
The Lock & Roll team picks up (93.6% of the time). The lead is qualified and booked into the technician schedule. Average call duration: 129 seconds. Fast, professional, done.
Job Completed. Revenue In.
A technician shows up, fixes the door, and the customer gets a result. The cycle repeats. Over 2,054 paid conversions and 4,083 organic conversions in the last 12 months alone.
What made it work
Zero-Distraction Landing Page
A dedicated paid landing page with a single conversion goal. No menu. No links out. Nothing between the prospect and the phone call.
WildJar Call Attribution
Every call tracked to its source. Paid. Organic. GMB. Social. Full visibility of what’s working, so budget goes where the leads come from.
Trust Signals at Every Step
4.3-star rating, “$0 call out fee if we can’t do the job”, 15 years experience — objections answered before the prospect even thinks to ask.
Salesforce CRM Integration
Enquiry forms and call leads piped directly into Salesforce. No manual data entry. No lead drop-off. Every enquiry followed up, every booking tracked.
GMB Local Pack Domination
Optimised Google Business profiles ensuring Lock & Roll appears in the local map pack for suburb-level searches — the highest-intent traffic available.
Long-Term SEO Compounding
1,500+ page-one organic rankings built up over years of consistent SEO. Traffic that doesn’t stop when the ad spend does. $1.8M in organic revenue in 12 months.
In a market where competitors pay $80 to $150 per lead, Lock & Roll generates qualified, bookable leads for under ten dollars. That’s not luck. That’s a system built to perform.
When we came to AIIMS we’d already been through a few marketing companies and hadn’t seen results we could trust. AIIMS didn’t just pitch us a strategy, they showed us the numbers month on month until the scepticism turned into confidence. Years on, the phone doesn’t stop and our name is finally known across Sydney the way it should be.
What we delivered
The initial stage was showing them that online marketing can work with a proper strategy in place. As they had gone through many marketing companies and lost faith in online marketing. The parent company had been in operations for over 50 years and management was not initially believing in online marketing — so that was the first and hardest hurdle to overcome. Once we showed the results, the numbers spoke for themselves.
Lock & Roll case study questions
What was the main challenge for Lock & Roll?
Lock & Roll needed to rebuild trust in digital marketing after poor agency experiences, while also creating a reliable lead pipeline and building brand recognition in Sydney’s competitive window and door repair market.
What results did AIIMS generate?
The campaign generated under $10 cost per lead, more than 9,600 tracked calls in 12 months, 2,054 paid conversions, 4,083 SEO conversions and over $1.8M in attributed organic revenue.
Which marketing channels were used?
AIIMS used Google Ads, SEO, landing page design, full website development, Google Business Profile management, social organic content and Salesforce CRM integration.
Why was CRM integration important?
Salesforce integration connected enquiry forms and call tracking data into one pipeline, reducing lead leakage and giving the client visibility over where enquiries came from and how they converted.
Your leads are out there.
Let’s go get them.
Under $10 CPL isn’t a fluke. It’s what happens when strategy, creative and data all move in the same direction. If your marketing isn’t delivering, let’s change that.
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