Case study · Home Renovation Companies · Australia
Home Renovation Case Study Australia: +157% Leads
How a renovation company with 3 project managers in Brisbane grew consultation requests 157% and cut cost per lead 58% in 6 months with Meta Ads and Web Development.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Home Renovation Companies · Australia
Renovation
A renovation company with 3 project managers based in Brisbane, serving the wider Brisbane area and focused on kitchen renovations and bathroom renovations. Before working with us, 70% of enquiries came through hipages and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive consultation requests, a lower cost per project and a pipeline the owner controls.
Results After 6 Months
Leads per month
+157%
Cost per lead
-58%
Marketing-sourced revenue
+214%
Return on marketing spend
26.4x
The challenge
Where the business was stuck
- Renovation clients research for months and compare several builders, so a lead today may not sign for a quarter or more.
- Enquiries often come from people who are only 'thinking about it', wasting time on site visits.
- Kitchen and bathroom work is highly visual, but many renovation websites don't show enough finished projects.
- Peak season (enquiries peak early in the year and in spring, as homeowners plan projects for the months ahead) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on Meta Ads (Facebook & Instagram) and Website Development, the two channels with the best cost per project for renovation businesses in Brisbane. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Meta Ads (Facebook & Instagram)
- Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 3.8 to 8.4 out of 10.
- Launched Instant Form lead ads with 3 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
- Tested 19 creatives: before and after photos, short job videos and owner-to-camera clips; the top 4 now carry the budget.
- Built audiences from website visitors, video viewers and a 2% lookalike of past customers, excluding existing clients.
- Synced lead ad submissions to the CRM in real time so every lead was called within minutes.
Service 2
Website Development
- Designed and built a new 24-page website on a fast, lightweight stack, replacing an outdated template site.
- Structured the site around services, locations and projects, with a filterable project gallery of 38 completed jobs.
- Hit a mobile Lighthouse performance score of 97 with compressed images, no page builder bloat and a load time of 2.1s.
- Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Consultation requests per month | 21 | 54 | +157% |
| Cost per lead | A$348 | A$146 | -58% |
| Cost per project | A$3,706 | A$1,275 | -66% |
| Lead-to-job rate | 9% | 11% | +2 pts |
| Website conversion rate | 3.5% | 8.3% | +137% |
| Marketing-sourced revenue / month | A$86k | A$269k | +214% |
| Share of leads from paid directories | 70% | 16% | -54 pts |
| Meta Ads leads / month | 0 | 19 | new channel |
| Mobile page load time | 5.0s | 2.1s | -58% |
Lead growth
Consultation requests per month
Marketing-sourced revenue went from A$86k to A$269k a month, measured from booked renovation projects in the CRM.
Optimisations That Moved The Numbers
- 01
Adding qualifying questions to the lead form cut junk leads by 29% while keeping cost per lead 19% below the account average.
- 02
Before and after video creatives beat static images with a 18% lower cost per lead and 2.4% click-through rate.
- 03
The new site's conversion rate is 2.6x the old site's, on the same traffic.
- 04
Project gallery pages became the most visited pages on the site and appear in 19% of converting sessions.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Meta Ads and Web Development.
Weeks 3 to 6
Build and launch
Meta Ads and Web Development live for kitchen renovations and bathroom renovations.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Gold Coast and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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