Home building & construction
275% revenue growth
A complete PPC and website overhaul turned a stagnant enquiry pipeline into a scalable acquisition channel.
A regional construction business specialising in residential projects approached us after struggling to turn its existing digital presence into a reliable source of enquiries. The work was good, the reputation locally was solid, and the team had capacity — but the pipeline depended almost entirely on word of mouth.
Paid search had been running for over a year without meaningful oversight. Budget was spread across broad keywords that attracted researchers rather than buyers, and the enquiries that did arrive were rarely the type of project the business wanted to build.
The commercial objective was straightforward: fewer speculative enquiries, more serious residential projects, and a channel the directors could scale with confidence rather than switch off every time cash flow tightened.
Rebuild the account around better targeting, stronger creative and commercial intent.
Create a lead journey designed around the enquiries the sales team actually wanted.
Remove friction between initial search, enquiry and quotation.
We started with the numbers rather than the creative. Mapping historic spend against the jobs that were actually won showed that most of the budget was going to broad, top-of-funnel searches while the profitable enquiries came from a narrow set of project-specific terms. That single piece of diagnosis reshaped the whole account.
The paid search account was rebuilt from scratch: tightly themed campaigns around project types, negative keyword lists built from real search terms rather than assumptions, and ad copy written in the language of homeowners specifying a build rather than browsing ideas. Bidding was weighted towards the postcodes where the business could deliver profitably.
In parallel the website was redesigned around one job — turning a click into a qualified enquiry. Project types were given their own landing pages, real site photography replaced stock imagery, and the enquiry form was rewritten to capture project scope, timing and location so the sales team could qualify before picking up the phone.
From launch the account was optimised weekly against enquiry quality, not click volume. Campaigns that produced enquiries the team could not convert were cut, and budget was consolidated into the project types with the strongest margin.
Campaign architecture rebuilt around project types and commercial intent.
Homepage and project landing pages redesigned around enquiry capture.
Monthly reporting focused on qualified enquiries and cost per job won.
The business went from a pipeline that depended on referrals and luck to one it could plan around. With 32 to 40 qualified enquiries arriving every month, the directors could forecast workload, commit to larger residential projects and recruit against demand rather than hope. Paid search stopped being a cost line under review and became the channel the business grew on.
Construction businesses need more than traffic. They need visibility, enquiries and commercial growth.
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