$262,000 in Construction Jobs from Lead Generation
Case study details
The Challenge
C. Brannon Construction specializes in residential construction services including kitchen remodels, bathroom renovations, home additions, outdoor living spaces, and full-home remodels. They needed a consistent pipeline of qualified homeowner leads for their premium construction services.
Our Approach
We launched Meta Ads campaigns targeting homeowners in their service area who were actively interested in home improvement projects.
Audience Strategy
We layered multiple targeting methods to reach qualified homeowners:
- Demographic targeting: Homeowners, ages 35-65, household income $100K+
- Interest targeting: Home renovation, interior design, kitchen remodeling, home improvement, HGTV, real estate investment, luxury homes
- Behavioral targeting: Recent home buyers (likely to renovate within first 2 years), users engaged with home improvement content
- Lookalike audiences: Built from C. Brannon's past customers to find homeowners with similar profiles and renovation intent
Creative Strategy
We showcased the quality of work through multiple formats:
- Before/after transformation photos: Dramatic comparisons highlighting craftsmanship quality
- Time-lapse construction videos: Showing the renovation process from demolition to completion, building trust in expertise and attention to detail
- Project gallery carousels: Multiple completed kitchens, bathrooms, and additions organized by style (modern, traditional, transitional)
- Testimonial videos: Satisfied homeowners discussing the construction experience, project management, and final results
Ad Copy & Messaging
We emphasized key decision factors for homeowners:
- Full-service approach from design to completion
- Licensed and insured status
- Clear project timelines
- Premium materials and craftsmanship
- Financing options to overcome budget objections
- Free consultation offers to drive leads
Campaign Structure
Campaigns were separated by project type to allow budget allocation based on profitability and capacity:
- Kitchen remodels (highest volume)
- Bathroom renovations
- Home additions
- Outdoor living spaces
Landing Page Optimization
Project-specific landing pages included:
- Extensive photo galleries of completed work
- Process timelines explaining what to expect
- Cost range transparency
- Financing information through approved lenders
- Consultation request forms
We also implemented lead form ads for lower-friction lead capture directly on Facebook, asking qualification questions about project type, timeline, and budget range to pre-qualify leads.
Retargeting Strategy
Retargeting campaigns were segmented by project interest, so users who engaged with kitchen content saw kitchen-specific ads, bathroom researchers saw bathroom projects, etc.
Sequential retargeting moved prospects through the funnel:
- First showed portfolio work
- Then testimonials
- Then limited consultation availability messaging
Lead Nurturing
We integrated leads into a CRM with automated follow-up sequences including design inspiration emails, project process guides, financing information, and consultation scheduling.
Results
Through visual portfolio showcasing, homeowner-focused targeting, and systematic lead nurturing, we generated $262,000 in residential construction revenue while building a pipeline of qualified renovation projects.
