Strong Demand, Weak Visibility

Jon Bloch, owner of Great Lakes Trailer Sales, runs a Michigan-based dealership serving both individual buyers and commercial customers. By September 2024, the business was already successful: strong inventory, capable sales reps, and proven demand.

What it lacked was a trackable, repeatable system to grow with confidence.

Great Lakes Trailer Sales faced two main obstacles:

No Reliable Attribution

There was no clear way to see which marketing channels, campaigns, or ads were driving actual customers. Without that visibility, Jon couldn’t confidently double down on what worked or cut what didn’t.

No Standardized Lead Management

Leads handed off to sales were managed differently by each rep. CRM usage, follow-up expectations, speed-to-lead, and reporting cadence were inconsistent. Good opportunities could be delayed, mishandled, or lost.

The dealership didn’t need more random marketing activity. It needed a complete system that connected advertising, lead management, sales activity, and revenue.

The Turning Point

In September 2024, Great Lakes Trailer Sales partnered with R&R Development.

Our initial diagnosis uncovered four core gaps:

• Inconsistent, qualified lead generation.
• Limited attribution from campaigns to revenue.
• Incomplete conversion tracking.
• Inconsistent speed-to-lead and follow-up across the sales team.

We centralized everything into one CRM for leads, automations, communication, and reporting. Then we built a marketing blueprint to reach high-intent trailer buyers across their service area.

From there, we:

• Launched and optimized Google and Meta campaigns.
• Implemented creative testing.
• Standardized weekly KPI and pipeline reporting.
• Trained the sales team on exactly how to use the CRM.

The turning point was obvious:

“I knew it was working when we did $1.2 million in a month.”

The Result

The new system drove significant growth in leads, sales, and total revenue:

• 5,226+ leads generated.
• $5M+ in tracked marketing-attributed revenue.
• 93x average reported ROAS.
• 17 campaigns launched and optimized.
• A record $1.2M sales month.

On the full-year numbers:

• In 2024, Great Lakes Trailer Sales recorded 735 sales and approximately $5.51M in gross revenue.
• In 2025, the dealership recorded 2,047 sales and approximately $9.08M in gross revenue.

That represents:

• 179% increase in annual sales transactions (735 → 2,047).
• 65% increase in gross annual revenue ($5.51M → $9.08M).
• 76% increase in inventory units sold (484 → 850).

Most importantly, Jon now sees exactly how advertising drives leads, opportunities, and closed revenue, so every marketing dollar has a clear job.

The System We Built

Centralized the CRM

Consolidated lead management, communication, pipeline tracking, and reporting into one CRM so every opportunity could be seen and acted on.

Built the Automations

Created automations for lead handoff, speed-to-lead, and follow-up to reduce delays and help reps respond to new opportunities faster.

Developed a Marketing Blueprint

Designed a strategy focused on high-intent trailer buyers in their target market rather than low-quality, broad inquiries.

Launched Google & Meta Campaigns

Launched and optimized campaigns on Google and Facebook with ongoing creative and audience testing to keep cost per acquisition efficient.

Improved Attribution & Conversion Tracking

Implemented tracking that connected ad spend to leads, pipeline stages, and closed revenue so Jon could see true ROI and CAC.

Standardized Sales Reporting

Introduced weekly reviews of KPIs, pipeline health, response times, and close rates to keep the team accountable and the system improving.

Trained the Sales Team

Trained reps to use the CRM the same way, every time, so data stayed clean and more opportunities turned into sales.

Final Thoughts

Great Lakes Trailer Sales didn’t have a demand problem. It had a visibility and systems problem.

The business already had strong salespeople and real market demand. What it lacked was a way to clearly see which marketing efforts worked and to ensure every lead was handled quickly and consistently.

By centralizing the CRM, tightening tracking, launching high-intent advertising, and standardizing the sales process, Great Lakes Trailer Sales built a predictable path from ad spend to closed revenue.

The result: $9.08M in annual gross sales, 2,047 yearly transactions, 850 units sold, and a record $1.2M month.

“I knew it was working when we did $1.2 million in a month.”

— Jon Bloch, Great Lakes Trailer Sales

If you’re already selling but don’t have a clear line from ads to revenue, this is the system you’re missing.