How We Helped a General Contractor Land $450K in Projects in 2.5 Months

Challenges

• Burned by a prior agency (slow, unresponsive, no results)
• No customer data (no tracking, no CRM history, no lookalikes/retargeting)
• Brand-new business with no usable creative assets and undefined positioning with unknown competitors.
• No defined sales process (no lead routing, qualification, nurturing, or show-up system)
• Platform Restrictions: Repeated payment restrictions on first ad account slowed growth

‍

What We Did

• Market & competitor research to clarify positioning, offers, and messaging for Naples-area luxury remodels
• Targeted paid ads: Started on Meta (FB/IG) targeting BOF prospects with a DCT framework for quick wins: start with image angles → promote winners to video
• Ad - Funnel Alignment: aligned ad promise with lead-form copy; added conditional logic to improve lead quality
• Phone qualification by us (project details, timing, budget) so Dan’s in-home consults were warmer and faster to estimate and no time was wasted with tire kickers. Also allowing us to optimize for lead and appointment quality than just low value leads
• Rapid iteration & budget adjustments: Optimized CTR, Link CTR, and conversion rate. Prune losing ads, scale winners.
• Funnel & follow-up: instant SMS/email alerts, self-booking calendar, double-dial daily SOP , and a proven SMS+email sequence to boost contact and show rates

Campaign Notes:

• Early campaign: ~$50 CPL but conversion rate needed work → solved via form optimization.
• Later campaign (refined angle + better creative + form logic): ~$80 CPL with notably higher lead quality and more self-booking, improving sales efficiency and ROI despite higher CPL.

Why It Worked

• Offer & Message Discipline: The creative stopped the scroll. The offer + copy + aligned form did the converting.
• Full-Funnel Ownership: From click to phone qualification and nurturing to calendar booking. Every step was engineered for speed and quality. We took ownership of the whole system to drive results rather than focus on vanity metrics.
• Operational Resilience: When platform/payment issues hit, we rebuilt the ad environment and kept momentum.

Results

• 20+ leads generated at CPL: ~$60–$90 per qualified lead
• 11 booked appointments
• 2 whole-home remodels (~$150K each) and 3 kitchen remodels ($40K–$60K each)
• $450,000+ in project pipeline from $2,320 ad spend → ~194× ROAS
• Time Saved: Dan saved 10+ hours a week. Allowing him to focus on estimating/closing while the system handled lead generation, qualification, and show-ups.

‍

Summary

With zero historical data, no pixel, no creative assets and platform hiccups, we built a full funnel system. Testing angles/offers weekly, qualifying leads, and engineering speed-to-lead systems to turn cold traffic into qualified estimates.