James McGonigal spent more than a decade building his heavy-duty repair business from a service truck into a successful shop with a team of 10.
But getting there wasn’t easy.
James experienced firsthand what so many shop owners face – long hours, constant pressure, managing people, making payroll and building a business that can become completely dependent on its owner.
Over time, he built the systems, leadership and team that allowed the business to become successful without consuming his life.
His next chapter was clear:
Help other heavy-duty and automotive shop owners across North America do the same.
James had the experience, credibility and a powerful story.
What he didn’t have was a predictable system for getting that message in front of the right shop owners and consistently turning them into qualified opportunities.
By building a complete Client Acquisition System using ads.
That’s what we built.
James knew exactly who he wanted to help.
He’d lived their challenges himself. He wasn’t teaching business from a textbook – he’d built the shop, led the team, made the mistakes, developed the systems and created the freedom he now wanted to help other owners achieve.
But building a coaching business created a different challenge:
How do you consistently reach those owners?
James knew he needed attention. He also knew that doing it himself meant creating videos, figuring out his messaging, building funnels, learning advertising, setting up automation and somehow connecting all of it into a system that actually generated clients.
And simply posting content and hoping the right person eventually saw it wasn’t the answer.
Interestingly, James found us through the exact type of system he was looking for.
He saw one of our ads, entered our funnel, watched our videos and experienced the journey himself.
As James later explained:
“I went through the funnel. I went through his ad sequence. I watched the videos. Everything he’s done for me, he already did.”
That became the foundation of our collaboration.
Before filming anything, we went deep into James’s business.
Who exactly was he trying to reach?
What were those shop owners struggling with?
Why was James uniquely qualified to help them?
What parts of his own journey would make another owner stop scrolling and think, “This guy understands what I’m going through.”
From there, we developed the messaging and built the content around James himself – not a polished marketing persona, but the real business owner who had already walked the road his clients were on.
We created a library of authentic, strategic video content around James’s story, expertise and offer – including his main brand story, sales videos, advertising creative, retargeting content and short-form videos.
Throughout production, we worked closely with James on-camera – not simply giving him scripts, but helping him communicate naturally, confidently and authentically.
But the videos were only the beginning.
We connected the content to a complete acquisition infrastructure:
Targeted Video Ads → Landing Page → Founder Story → Lead Qualification → Strategy Session Booking → CRM → Automated Email & SMS Follow-Up → Additional Video Nurture → Sales Conversation
Instead of creating content and hoping someone eventually became a client, every piece had a purpose.
The ads attract the right people.
The videos build trust.
The funnel tells James’s story.
The form helps qualify the opportunity.
The automation continues the conversation.
And the calendar turns that attention into an actual sales conversation.
24 hours a day – whether James is working, coaching or taking time off.
The response came quickly.
Within approximately three months, James reported:
Ad Spend
And his Client Acquisition System became his only source of new clients outside of referrals.
James described the result simply:
“My calendar is booked. I’m full.”
He also reported that a few hundred thousand people had seen the ads, with 50 appointments booked and 20 becoming current clients.
But the bigger result isn’t simply the number of leads.
These are recurring coaching clients.
That means the value of the system isn’t limited to the revenue generated from the first transaction.
Each acquired client can continue generating revenue month after month – and potentially move into additional programs and services over time.
The finished campaign is only what people see on the outside.
Behind it were strategy sessions, messaging development, story development, scripting, on-camera coaching, production, editing, funnel development, CRM setup, automation, advertising strategy, testing and optimization.
James didn’t need to become a filmmaker, funnel builder or advertising expert.
As he put it:
“I literally had to show up, talk exactly like I am right now. And the rest was just magic in the background.”
Then I’d end the entire portfolio piece with James’s strongest trust statement:
“This marketing system is working for Lasse. It’s working for me.”
“I would definitely trust somebody who’s actually doing the work they’re recommending.”
Below, you’ll find a selection of our video projects, each demonstrating our commitment to authentic storytelling, professional production quality, and effective video strategies. Click on any project to learn more about its scope, goals, and the results achieved.
