P. J. Hussey Construction is a trusted home improvement and remodeling company based in Phoenix, Arizona. They specialize in kitchen remodels, bathroom renovations, home additions, and full-service residential construction. While the company had an excellent local reputation and a history of satisfied clients, they struggled with one of the most common problems in the construction industry: generating consistent, high-quality leads that actually converted into paying customers.
The company had previously relied on referrals, word of mouth, and some seasonal ad campaigns, but this approach left their project pipeline unpredictable. Some months were packed with jobs, while others were almost dry. Inconsistent leads not only hurt revenue but also made it hard to schedule workers, order supplies, and maintain a steady workflow.
They approached us with a clear goal: create a reliable, scalable lead generation system that produced high-intent remodeling leads every month.
The Challenge
Despite having a solid track record in Phoenix, P. J. Hussey faced a few challenges that limited their growth:
- Unqualified Leads – Most of their ad spend on general directories and SEO brought in “price shoppers” who weren’t serious about starting a remodel soon.
- Inconsistent Pipeline – Leads came in waves; sometimes they had too much work, other times their crews sat idle.
- Generic Marketing – Their previous ads focused on broad keywords like “remodeling contractor Phoenix” which attracted too many irrelevant clicks.
- No Tracking – Without call tracking or conversion tracking, they couldn’t identify which campaigns brought in real clients.
Our task was to cut through the noise, eliminate wasted ad spend, and build a lead gen funnel where every dollar could be tied to measurable results.
Our Strategy
We designed a three-phase campaign specifically for the Phoenix remodeling market:
1. Audience Targeting
Instead of blasting ads broadly, we narrowed the focus to high-intent homeowners within specific zip codes known for remodel demand (Scottsdale, Tempe, Chandler, Central Phoenix). We targeted:
- Homeowners aged 30–60 with higher household income.
- People searching for specific remodeling services (“kitchen remodel Phoenix,” “bathroom upgrade Tempe,” etc.).
- Retargeting ads to visitors who had already engaged with their website or ads.
2. Google Ads Campaigns
We launched tightly structured Google Search campaigns with segmented ad groups for each service line:
- Kitchen Remodels
- Bathroom Renovations
- Home Additions
- Full Home Renovations
Each ad group used high-intent keywords, ad copy highlighting free consultations, and landing pages tailored to the service. This structure eliminated wasted clicks from irrelevant searches.
3. Facebook & Instagram Ads
To supplement search traffic, we used Facebook/Instagram ads to capture homeowners earlier in the decision cycle. These ads featured strong visuals of remodel before/after projects and CTA buttons like “Book Your Free Estimate.”
We also set up retargeting ads to re-engage users who clicked but didn’t convert on their first visit.
4. Landing Page Optimization
Generic website pages don’t convert as well as focused landing pages. So we built dedicated landing pages for each service, designed with:
- Clear headlines (e.g., “Transform Your Kitchen in Just 4 Weeks”).
- Project photos showcasing real remodels.
- Simple lead forms and click-to-call buttons.
- Trust elements: testimonials, licenses, and guarantees.
5. Tracking & Analytics
We implemented CallRail for phone tracking and Google Tag Manager for form tracking. This allowed us to see exactly which keywords and ads produced leads — and which didn’t.
Execution
The campaign was rolled out in phases:
- Week 1–2: Research, build keyword lists, set up campaigns, and design landing pages.
- Week 3: Launch ads with a $2,000/month budget across Google + Meta.
- Week 4: Optimize by cutting poor-performing keywords and increasing budget on top performers.
Within the first 10 days, we noticed a big improvement in call quality. Instead of people asking “How much do you charge per hour?” we were getting calls like:
- “I’m looking to remodel my kitchen this summer.”
- “Do you handle bathroom expansions?”
- “We’re ready to start on an addition; can we get an estimate?”
This was proof the targeting and ad structure were working.
Results
In the first 30 days, the campaign delivered:
- 44 Qualified Leads – homeowners actively looking for remodel work.
- 13 Booked Appointments – 30% conversion rate from lead to consultation.
- Cost per Lead: approx. $45, compared to $120+ from their past campaigns.
- Zero wasted spend on irrelevant searches (we cut out broad keywords like “cheap contractor” early).
Beyond the numbers, the client finally had a predictable pipeline. They could schedule jobs weeks in advance instead of waiting for referrals.
Client Feedback
P. J. Hussey Construction’s management team reported that the campaign gave them confidence in scaling. With consistent leads, they could:
- Hire an additional crew to take on more jobs.
- Plan supply purchases more efficiently.
- Focus less on chasing referrals and more on closing sales.
In their own words:
“For the first time, we’re not worried about where our next project is coming from. The calls we’re getting are serious homeowners who actually want to book work.”
Key Takeaways
- Targeting is everything – Focusing on specific zip codes and high-intent search terms cut wasted spend.
- Dedicated landing pages convert better – Custom pages increased lead volume vs. sending traffic to a generic website.
- Tracking closes the loop – Call tracking + analytics let us see ROI clearly.
- Multi-channel works best – Combining Google Ads with social retargeting boosted conversion.
- Consistency builds growth – With predictable leads, the client could confidently expand operations.
Final Numbers (Month 1)
ROI: Positive within the first 30 days
Total Leads: 44
Booked Appointments: 13
Lead-to-Appointment Conversion: 30%
Cost per Lead: $45
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