19% Lower Cost Per Lead

Glass Expanse creates premium glass door and window systems for living and working spaces. As the business grew and sold across multiple channels, including DTC and through dealers, its fragmented marketing setup was unable to keep up. 

Without a fully functioning cross-channel strategy, Glass Expanse struggled to drive sales efficiently and optimize ad spend. Founder Adam Conley needed to find a single agency capable of owning paid media, creative, and performance measurement.

Enter Primer. Since our partnership with Glass Expanse, the company has seen stronger lead volume at lower acquisition costs and gained visibility into how its marketing is actually contributing to sales for the first time.

Results at a glance

• Integrated Meta and Google ad platforms with HubSpot for reliable attribution and full-funnel visibility
• Decreased cost per lead by 19% while increasing lead volume by 13% with the leads themselves being of much higher quality 
• Sales team reports significantly higher quality incoming leads compared to prior campaigns
• Established a foundation for tracking key business metrics, including CAC and ROAS, with greater confidence

Services completed

• Paid media management and strategy (Meta and Google)
• Creative strategy and asset development (in-house and UGC)
• HubSpot implementation and platform integration
• Audience research and messaging framework

Glass Expanse wanted a partner to consolidate its marketing strategy

When founder Adam Conley started Glass Expanse in 2017, he wanted to create products that were both functional and beautiful. That’s why the company offers uniquely engineered slide-and-stack door and window systems defined by strong craftsmanship.

Glass Expanse initially started out with a DTC model. But with a product that sells best when physically in front of buyers, its conversions eventually reached a plateau—forcing Adam to downsize his sales team. This triggered Glass Expanse’s pivot to dealer-led sales.

Because the transition meant switching to dealer showrooms, Glass Expanse had less control over how its product was presented and explained to buyers. Complicating things further, the company’s marketing infrastructure was fragmented across multiple agencies without a single point person. This resulted in inconsistent messaging, major gaps in strategy and performance tracking, and poor communication all around.

Adam didn’t want to continue with disjointed efforts across multiple agencies. So he started looking for an agency that could unify paid media strategy, creative, and performance measurement and explain everything through a single point of contact, who could also help scale his business.

This led Glass Expanse to partner with Primer.

The challenge: aligning strategy and reporting across platforms

For Adam, working with agencies that couldn’t accurately track how campaigns across multiple platforms were driving leads meant struggling to understand how his overall marketing efforts were impacting his business. Because neither Meta nor Google was integrated with HubSpot, there was no reliable way to track a lead back to a campaign, evaluate lead quality, or see what exactly was driving sales.

The lack of transparency caused a mismatch between what the company needed and what partners could actually deliver from a creative and paid media strategy perspective. At the same time, creative wasn’t structured around target audiences or real buyer questions. This meant Glass Expanse’s products were poorly differentiated and reinforced the need for people to go to dealer showrooms and experience them firsthand.

Primer's approach

Beginning in March 2026, Primer worked to consolidate Glass Expanse’s fragmented marketing into a unified system where paid media, creative, and measurement work in sync. With our support, Glass Expanse was able to:

• Better understand its customers’ needs and base its creative approach on real purchase motivations
• Restructure Meta and Google campaigns around stronger performance fundamentals
• Integrate both ad platforms with HubSpot for full-funnel attribution and enhanced campaign optimizations
• Develop a clearer picture of lead quality and what messaging was driving conversions

A partnership centered on transparency

Glass Expanse came to Primer looking for a single team to fully own marketing efforts and communicate what was happening. Adam spelled out exactly what that needed to look like: “If I have a question, I go to this person, and they know the answer. Teach us, or at least educate us on what you're doing through the process."

That kind of transparency is ingrained into how Primer operates. Every client works with a media director and creative director who collaborate with each other, so the media strategy and creative execution are never out of sync. Clients are kept informed at every stage—what’s being tested, what the data is showing, the “why” behind performance, and what comes next—to ensure each decision aligns with their business goals. 

For a company that had spent years dealing with miscommunication and inconsistency across separate vendors, this structure meant more clarity across all marketing efforts and a better understanding of their sales process. 

Getting to know the Glass Expanse buyer

Before even touching its ad accounts, Primer mapped out Glass Expanse’s sales journey to understand who buys its products and what moves them to act—crucial for a business that thrives on potential buyers actually seeing the product at retailers. 

As Adam explained, “Our conversion rate goes from 3% to 80% when people put their hands on our product.” 

With in-person experience being so impactful in consumer decision-making, every creative needed to be built around getting the right buyer to a showroom instead of just generating clicks. This meant going beyond surface-level demographics and digging into specifics: 

• the kinds of questions homeowners, builders, and architects ask before committing
• what objections come up
• what qualified leads look like

Conversations with the Glass Expanse team about messaging, USPs, and buyer personas fed directly into the creative roadmap. Primer then designed a testing strategy around real purchase motivations instead of assumptions, with each asset tailored to a specific audience and stage of the customer journey.

Overhauling Meta and Google campaigns

Before working with Primer, Glass Expanse had an expensive yet ineffective approach to Meta ads. Primer’s team rebuilt the Meta account with platform-specific creative that spoke to buyer concerns and highlighted the product’s differentiators. Each campaign targeted a defined audience with a clear message, rather than casting a wide net and hoping for traction.

As for its Google Ads campaigns, Glass Expanse had previously been chasing too many conversion actions at once, while poor alignment between search terms, ad copy, and landing pages dragged down Quality Score. Primer streamlined these campaigns to improve efficiency and make every dollar of the company’s budget go further.

Connecting ad spend to actual business outcomes via HubSpot integration

Though Glass Expanse had been using HubSpot for years, its ad platforms had never been connected to the CRM tool. Because of this, its sales team didn’t know which campaigns brought in leads.

To fix this, Primer integrated Meta and Google with HubSpot, creating a single hub to get the full picture. Now, when a lead comes in, Adam’s sales team can see where they came from and what creative they engaged with.

This integration has made it possible for Glass Expanse to more reliably track key metrics, such as CAC and ROAS, and improve attribution. This level of insight also allows Primer to iterate on top performing creative and continue driving strong performance after ads start to fatigue.

The outcome: sales gains and more structured reporting

Thanks to Primer, Glass Expanse now has a clear view of how its ad campaigns drive business results.

An increase in lead volume and quality at a lower cost

Since partnering with Primer, Glass Expanse has seen stronger acquisition results:

• Cost per lead dropped by 19%
• Lead volume grew by 13%

There’s no pre-Primer benchmark for lead quality because the company didn’t previously track this info. However, Glass Expanse’s sales team has expressed on multiple occasions that the leads coming in now are noticeably better than what they saw before—no doubt because of its sales funnel optimization and better-targeted creative.

Informing decisions with better visibility through HubSpot

Integrating Meta and Google into HubSpot improved reporting, in turn creating more confidence in sales decisions. Now, Glass Expanse’s team can trace every incoming lead back to a specific campaign, analyze its movement through the pipeline, and determine next steps based on what’s driving sales, not clicks. 

A single partner for the long haul

For the first time, Glass Expanse has everything under one roof—paid media, creative strategy, and performance measurement managed by one team with one point of contact. Since Adam and his team no longer juggle projects among multiple agencies, they can focus more on their business and effectively maximize their marketing budget.

Continued growth on the horizon

Glass Expanse now has solid marketing infrastructure to keep up with its growing dealer network—free of performance blind spots and fragmented agency efforts. With a single system that combines creative, paid media, and CRM, Adam and his team can scale what’s working and get more qualified buyers through showroom doors.

Want a full-service partner that connects strategy to measurable results? Talk to Primer to get started.

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