Case study

S&S Shutters & Doors: a custom website and paid search, leads up 95%

S&S Shutters & Doors has spent more than 25 years making, installing and repairing roller shutters and industrial doors from its base in Edmonton, London, for clients including Selfridges, Transport for London and Camden Town Brewery. We designed and built their current website as a custom WordPress build, and we manage the Google Ads paid search campaigns that send people to it.

Client
S&S Shutters & Doors
Services
Web development, lead generation
Sector
Roller shutters and industrial doors
S&S Shutters homepage on sandsshutters.net, with the "The Roller Shutter Experts You Can Trust" hero and client logo strip

What S&S needed from its website

S&S manufactures in-house, with shutters made and supplied in under five days, across a wide range of products for residential, commercial and industrial customers, including:

  • steel and aluminium roller shutters

  • fire-resistant shutters

  • sectional overhead doors

  • steel and fire doors

  • security grilles

  • automatic barriers

They also offer maintenance contracts and a 24/7 emergency callout, so the website has to work for someone weighing up which product to buy and for someone who needs a shutter or door repaired urgently.

The "Our products" grid on the S&S Shutters roller shutters page, showing security grilles, garage doors and wind resistant, transparent, perforated and insulated shutters
The Our products grid on the S&S Shutters roller shutters page.

What we built

Steel roller shutters product page on sandsshutters.net, with tabbed content sections and a project photo

A custom WordPress theme built with ACF

We designed and developed the site as a custom WordPress theme built with ACF (Advanced Custom Fields), so the S&S team can edit their own page content while the design stays consistent across the site.

The "Why S&S" section and service links on the sandsshutters.net homepage

The finished site at sandsshutters.net

The finished site is live at sandsshutters.net, where Monument is credited. It's the kind of bespoke build our web development service covers, and our Base Architecture case study shows another one.

S&S Shutters roller shutter emergency callout page on sandsshutters.net
The roller shutter emergency callout page on sandsshutters.net.

The result

We manage the Google Ads campaigns that send people to the site, and we count the leads they bring in, not the clicks. From January to August 2026, paid search leads rose 95% on the same months in 2025, while the cost of each lead fell 13% and enquiry forms rose 45%. More leads, each costing less.

  • Our Google Ads campaigns put S&S in front of people searching for shutters and doors, and send them to the website.

  • We built a custom WordPress theme with ACF that works for people choosing a product and for anyone who needs a 24/7 emergency callout.

  • We count form, phone and email enquiries from the ads in GA4, along with calls from the ads, at one per visitor per month.

Isometric drawing in three steps. Paid search: a search results page with the S&S ad at the top, "The Roller Shutter Experts You Can Trust", and the click. The website we built: the S&S home page and emergency callout page, a custom WordPress theme built with ACF, and the three ways a lead gets in touch, enquiry form, phone call and email. The leads: paid search leads by month from January 2025 to August 2026 as relative bars, the cost per lead as a relative line, and a tag: counted in GA4, leads not clicks, from forms, phone, email and calls from the ads.

  • More paid search leads

    +95%

  • Lower cost per paid search lead

    −13%

  • More enquiry forms

    +45%

Jan-Aug 2026 compared with Jan-Aug 2025

How these are counted

Paid search leads: form, phone and email clicks from Google Ads visitors (GA4; UK, one per visitor per month) plus calls from the ads. Cost per lead: Google Ads spend over those leads; lower is better. The line is a rolling 3-month figure, shown relative and not to scale with leads. % changes compare Jan-Aug 2026 with Jan-Aug 2025. Enquiry forms: UK contact form submissions, same rule. Dec 2025 is a real low month, not a tracking gap.

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Talk to us about your website

If you run a service firm and your website isn't bringing in the enquiries it should, we'd like to hear from you. Once your site is live, we look after its hosting, security, updates and backups, and everything else involved in keeping it running. Tell us about your business and your current site through the enquiry form, or have a look at more of our work in our case studies.

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