◆ Case · Marketing
Home Renovation
+34% qualified leads · Lower total spend
A residential renovation contractor specializing in kitchens and bathrooms in the North York and Scarborough areas. Annual revenue of approximately $1.1M. Three employees. The owner had been running Google Ads for three years, spending approximately $2,000 per month.
"My Google Ads are working great. I just want to scale them up. What's the right budget?"
We built a lead attribution model: every project completed in the trailing 18 months was traced back to its original lead source. Google Ads had sourced 22% of the projects. Referrals from past clients had sourced 61%. Google Maps organic presence had sourced 14%.
The 22% of projects sourced from paid Google Ads had an average project value of $18,400 — lower than the portfolio average of $24,200. The referral-sourced projects averaged $28,600. The cost per acquired project through Google Ads, when fully loaded, was $3,100. The cost per referred project was $0 in direct spend.
Don't scale the ads. Invest in the referral system instead. We designed a structured follow-up process: a post-completion review call, a referral ask script, a simple loyalty acknowledgment for clients who referred, and a Google Maps review request system.
In the 12 months following implementation, qualified lead volume increased by 34%. Total marketing spend decreased by $18,000. Average project value increased because the referral channel skewed toward higher-value work.
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