Maple Avenue Construction is a mid-sized remodeling and construction contractor based in Phoenix, Arizona. The company offers a wide range of services including kitchen and bathroom renovations, custom home additions, and general residential improvements. While they had built a solid reputation over the years through referrals and word-of-mouth, the company found themselves struggling with one core issue: a lack of consistent, high-quality leads.
The Phoenix construction market is highly competitive. Dozens of contractors fight for the same pool of homeowners, and many firms burn money on ads that produce either irrelevant clicks or low-intent inquiries. Maple Avenue Construction approached us with a clear mission:
- Stabilize their project pipeline.
- Reduce wasted marketing spend.
- Attract serious homeowners who were actively ready to start remodeling projects.
They wanted a system that would allow them to scale confidently, without relying solely on referrals or seasonal surges in demand.
The Challenge
Before working with us, Maple Avenue Construction faced a few persistent roadblocks:
- Unpredictable Leads – Some weeks they had more leads than they could handle, while other weeks were completely dry.
- Price Shoppers – A significant portion of inquiries came from people “just checking prices” with no real intent to book.
- Generic Marketing – Their online presence consisted of a basic website and a few general ads, but nothing targeted or optimized for conversions.
- Lack of Tracking – They had no system to track which marketing sources were bringing actual clients versus wasted traffic.
Their marketing dollars were working against them — spending money without producing measurable, reliable results.
Our Strategy
We knew that in a market like Phoenix, success depends on laser-focused targeting, conversion-driven landing pages, and data-backed optimization. So we designed a structured campaign in three main phases.
1. Audience Targeting & Market Research
We started with deep research into Maple Avenue’s ideal clients. The sweet spot was middle to upper-income homeowners in specific Phoenix neighborhoods (Arcadia, Scottsdale, and Tempe) who were most likely to invest in renovations.
We created audience profiles including:
- Homeowners aged 30–65.
- Income levels above $75k/year.
- Interests in home design, renovations, and DIY projects.
- Actively searching for remodeling services online.
2. Google Ads Campaign
We built tightly structured Google Search campaigns with specific ad groups for:
- Kitchen Remodels Phoenix
- Bathroom Remodels Tempe
- Home Additions Scottsdale
- Whole-Home Renovations
Each ad group had:
- High-intent keywords (e.g., “kitchen remodeling contractor Phoenix” vs. broad “home improvement”).
- Strong ad copy highlighting licensed, insured, and free consultation offers.
- Call extensions and location extensions for easy direct calls.
3. Landing Page Optimization
We designed service-specific landing pages that were built to convert clicks into calls. Each page included:
- A clear headline and strong promise (e.g., “Transform Your Kitchen in 4 Weeks or Less”).
- Real project photos to showcase craftsmanship.
- Simple forms with “Request a Free Estimate” CTAs.
- Phone number with click-to-call functionality.
- Trust signals — testimonials, licensing info, and guarantees.
4. Retargeting with Facebook & Instagram
We complemented the search campaigns with retargeting ads on Facebook and Instagram. Anyone who visited a landing page but didn’t call or fill out the form saw ads reminding them of Maple Avenue’s services.
5. Tracking & Optimization
We implemented call tracking software and Google Analytics event tracking so every lead could be traced back to its source. This allowed us to cut out underperforming keywords and scale up campaigns that delivered real results.
Execution
The campaign launched with a budget of $2,500/month across Google and Meta platforms.
- Week 1–2: Built campaigns, designed landing pages, set up tracking.
- Week 3: Launched initial campaigns with moderate bidding.
- Week 4: Reviewed early results, optimized keyword targeting, and adjusted ad copy.
By the end of the first 30 days, the difference in lead quality was noticeable. Instead of vague inquiries like “How much do you charge per hour?”, the team started receiving calls such as:
- “We want to renovate our master bathroom and are looking to start in the next two months.”
- “We’re adding a guest room and need a licensed contractor to handle the project.”
- “Can you provide an estimate for a full kitchen remodel?”
This showed the campaign was pulling in serious buyers instead of casual browsers.
Results
Within the first 30 days, the campaign delivered:
- 49 Qualified Leads – with clear remodeling needs.
- 15 Booked Appointments – a 31% conversion rate from lead to consultation.
- Cost per Lead: approx. $51.
- Lead Quality: Over 70% of leads were considered “ready to hire” within the next 90 days.
The improved consistency gave Maple Avenue the ability to plan out projects months in advance, rather than waiting and hoping referrals came through.
Client Feedback
The management team was quick to notice the difference. They no longer wasted hours chasing unqualified prospects. Instead, their sales team spent time with motivated homeowners who were ready to book.
Their words:
“This was the first time we saw our marketing dollars turn into measurable, predictable results. The leads are real, and they’re the kind of projects we want — kitchens, bathrooms, and additions, not just small patch-up jobs.”
Key Takeaways
- Specific beats general – Targeting exact neighborhoods and service keywords reduced wasted spend.
- Landing pages matter – Service-specific pages converted at a much higher rate than generic web traffic.
- Retargeting keeps you top-of-mind – Many homeowners converted on the second or third touchpoint.
- Tracking ensures clarity – Knowing exactly which ads worked allowed us to double down on winning campaigns.
- Consistency drives growth – With a stable lead pipeline, the company could schedule confidently and expand operations.
Final Numbers (Month 1)
ROI: Profitable within the first month
Total Leads: 49
Booked Appointments: 15
Conversion Rate: 31%
Cost per Lead: $51
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