Get More Construction Jobs From Your Marketing

This was our first General Contractor case in the United States, started in May 2022. The client became one of our strongest advocates — he understood the methodology, recognized that the work is a true partnership, and stayed committed through every phase of the project. The early months were not easy. There were challenges, friction, and real disagreements. But with patience and structure, we found the levers that made the business grow.

In the first year, the focus was on a small contractor specialized in Roofing and Siding, with limited results and a negative history with previous agencies. We joined the strategy and, as we addressed the initial challenges, we realized the landing page was not converting for the segment. We rebuilt the website, which immediately improved lead-to-estimate conversion. We also identified that the highest demand — and the highest ticket — was in interior remodeling, which led us to shift the strategy in year two toward Kitchen, Bathroom, and Additions.

That pivot proved to be the right move. Interior remodeling ads had the same cost-per-click as Roofing and Siding, but the average contract value was significantly higher. During the same period, we identified that the sales team was losing deals due to non-competitive pricing — subcontractors were undercutting margins. We responded with a full brand repositioning: new visual identity, new content, a redesigned web presence, and a partnership with a local photography agency to raise the perceived authority of the brand.

On the strategy side, we implemented email marketing automations with segmented nurture sequences for each acquisition funnel. We mapped the cities with the highest conversion rates and applied bid value rules by location inside the ad accounts. We also recommended the client relocate their office to a higher-income area — aligning their physical presence with the buyer profile they were targeting.

One of the most impactful discoveries came from deeper market research: the ideal client for Additions is a homeowner in a multigenerational or inherited property — someone who has a good home but not enough liquidity to buy a new one. These contracts typically range between $200,000 and $500,000. We restructured campaigns and messaging around this insight, which drove a significant acceleration in both volume and contract size.