Remodeling · Google Ads · Austin, TX
Performance case study
Google Ads built toattract higher-valueremodeling projects
We separated low-value repair demand from high-intent remodeling searches, rebuilding the acquisition path around premium projects and qualified opportunities.
Low-value demandRepair searchesHigh-value project intentKitchen · Bathroom · Additions · Whole-home
- Qualified leads2449+104%
- CPL$212$124-42%
- Avg project$21k$27k+29%
02The growth problem
Low-value searches were buying the budget.High-value remodeling demand was already in the auction.
Repair searches created volume, but they rarely represented profitable remodeling opportunities.
Paid search was rebuilt around homeowners already looking for high-value remodeling projects — not more low-commitment clicks.
Low-value demand
Consumes budget. Rarely becomes a project.
- repair near me
- cheap fixes
- handyman services
- faucet repair
- emergency repair
Low intentLow commitmentLower project value
Low intentHigh intent
High-value project intent
Attracts serious buyers. Leads to real remodeling projects.
- kitchen remodel
- bathroom renovation
- home addition
- whole-home remodeling
- custom renovation
High intentHigh commitmentHigher project value
03Search intent mapping
Google Ads was not used to buy more remodeling clicks.It was used to organize demand.
Different searches represent different buying stages. We separated repair traffic from true remodeling intent and built campaigns, landing pages, and tracking around the homeowner — not the keyword category.
How we structured search intent
- Search QueryWhat homeowners type into Google
- Intent CategoryUnderstanding buying stage
- Landing ExperienceMatching message and proof to intent
- Qualified OpportunityDelivering leads sales teams can close
Low-value / repair intent
- repair near meLow intent
- fix leakOne-time fix
- handyman servicesPrice sensitive
- clogged drainLower project value
- faucet replacementPrice sensitive
- emergency repairLow intent
Low intentHigh intent
High-value / remodeling intent
- Kitchen remodelHigh intent
- Bathroom renovationHigh commitment
- Home additionPremium opportunity
- Whole home remodelHigh commitment
- Custom renovationPremium opportunity
- Open concept remodelHigh intent
By aligning campaigns to intent, we improved message relevance, qualified lead flow, and project value.
Search Query
What homeowners type into Google
ExKitchen remodel idea vs fix faucet
Intent Category
Understanding buying stage
ExRepair ≠ Remodeling
Landing Experience
Matching message and proof to intent
ExProject proof for remodel intent — not a repair-shop page
Qualified Opportunity
Delivering leads sales teams can close
ExHigh intent, high project value
04Acquisition system
A campaign is a media buy.This is a system for qualified remodeling demand.
We connect high-intent homeowners with the right offer, the right experience, and the right tracking — so sales teams receive opportunities, not noise.
- 01
Google Search Ads
We capture high-intent searches that indicate real remodeling demand.
- 02
Relevant Landing Experience
Landing pages match search intent with the right message, proof, and next step.
- 03
Conversion Tracking
We measure meaningful actions that indicate real project interest.
- 04
Call Tracking
Every call is tracked, recorded, and attributed so opportunities are not lost.
- 05
Qualified Remodeling Opportunities
Sales teams receive qualified opportunities with context they can follow up and close.
Intent-first targeting
Focus budget on searches that represent real remodeling projects.
Message matching
Ads and landing pages speak directly to homeowner intent.
Measurable actions
Track calls, forms, and qualified conversion events.
Sales-ready leads
Deliver opportunities with enough context for sales teams.
05Landing experience
Traffic quality depends onwhere the click lands.
The landing experience was rebuilt around project intent, trust, and qualification — allowing paid traffic to become higher-quality sales opportunities.
- 01
Intent Matching
The page reflected the exact project type searched.
- 02
Premium Proof
Portfolio examples built confidence before contact.
- 03
Trust Architecture
Reviews, process, and proof reduced hesitation.
- 04
Qualification Path
Forms focused on project details, not low-quality inquiries.
The landing journey
- 01
Ad Click
A high-intent homeowner clicks a remodeling search ad.
- 02
Landing Experience
The page matches the project they searched for.
- 03
Trust Signals
Examples, process, and proof hold attention.
- 04
Project Qualification
The form asks for project type and timeline.
- 05
Sales Opportunity
QualifiedThe team receives a lead they can actually work.
The right landing experience turns paid clicks into qualified project opportunities.
- Higher IntentMatches what the searcher expected.
- Better EngagementProof moves the project forward.
- More Qualified LeadsRight project, timeline, and fit.
- Stronger ROILeads the team can close.
06Qualification & measurement
Success was not raw leads.The business goal wasbetter opportunities.
Call and CRM tracking were aligned around what the business actually values: qualified remodeling conversations, project potential, and sales opportunity quality — not clicks or form fills alone.
What actually countedQualified opportunitynot simply an inbound lead.
- 01Qualified leadWhat countedCRM stages defined what represented a real remodeling opportunity.
- 02Project valueWhat matteredNot every inquiry represented the same economic potential.
- 03Cost efficiencyHow spend was judgedCPL was evaluated against qualified opportunities — not raw form fills.
- 04Sales opportunity qualityWhat tracking revealedCalls and assisted conversions were connected back to real sales conversations.
Better measurement.
Better decisions.
Better business results.
- Raw activityClicks · Calls · Forms
- QualificationProject fit · Intent · Timeline
- Business signalQualified lead · Project value · Sales opportunity
07Reported movement · 12 weeks
More valuable opportunities — not just more volume.
Over 12 weeks, qualified lead volume increased while acquisition cost declined and average project value moved upward — shifting the pipeline toward higher-value remodeling work.
Lead quality ↑Project value ↑Acquisition cost ↓Summary signals — not weekly data
CPL$212$124-42%Cost per lead
Avg project value$21k$27k+29%Average project
Stronger outcomesLower CPL and higher average project value improved the economics of the pipeline together.
More leads mattered. Better project economics mattered more.
The pipeline shifted toward opportunities with stronger remodeling value while acquisition efficiency improved.
- More qualified demandMore opportunities the sales team could actually work.
- Lower acquisition costSpend produced qualified leads at a lower CPL.
- Higher project valueAverage project value moved toward higher-ticket work.
- Stronger pipeline qualityThe economics of the acquisition system improved together.
08Strategic takeaway
The goal was not to generate more clicks.The goal was to attract homeowners ready for higher-value remodeling projects.
We focused the system on intent, experience, and qualification — so budget worked harder and the business received opportunities it could actually sell.
Broad traffic — low intent, no context — is filtered through intent, experience, and qualification into qualified opportunities that are high intent and project ready.
The impact
A stronger pipeline.
A healthier business.
Higher intent
We reached homeowners actively searching for remodeling solutions.
Better conversations
Sales teams engaged with homeowners who were more serious and informed.
More qualified leads
Opportunities better matched the business goals and capacity.
Stronger ROI
Lower acquisition cost and higher project value improved the economics of the pipeline.
Next step
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