Case study · Builders · Ireland
Builder Case Study Ireland: +131% Leads
How a building firm with 4 site teams in Dublin grew project enquiries 131% and cut cost per lead 41% in 6 months with SEO and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Builders · Ireland
Building
A building firm with 4 site teams based in Dublin, serving the wider Dublin area and focused on house extensions and home renovations. Before working with us, 61% of enquiries came through trade directories and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive project enquiries, a lower cost per contract and a pipeline the owner controls.
Results After 6 Months
Leads per month
+131%
Cost per lead
-41%
Marketing-sourced revenue
+150%
Return on marketing spend
15.7x
The challenge
Where the business was stuck
- Builders are often booked months ahead, then face gaps with little control over the next pipeline.
- Buyers are nervous about choosing a builder and rely heavily on reviews and portfolios.
- Small-job enquiries take up estimating time without turning into profitable projects.
- Peak season (enquiries peak in january and spring) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on SEO and Content Marketing, the two channels with the best cost per contract for building firms in Dublin. 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
SEO
- Technical audit and fixes: 356 crawl errors removed, mobile Largest Contentful Paint cut from 5.5s to 2.0s and indexing issues resolved.
- Built 15 dedicated service pages for high-value work such as house extensions and home renovations, each targeting one search intent.
- Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
- Earned 40 links from local news, suppliers, associations and community sites instead of low-quality link packages.
Service 2
Content Marketing
- Built a content plan of 19 articles around cost, comparison and how-to questions for house extensions and home renovations.
- Produced 18 short videos from real jobs and repurposed them for the website, Google Business Profile, YouTube and social.
- Created a downloadable buyer guide as a lead magnet, capturing 144 email leads a month for follow-up.
- Linked every article to the matching service page and quote form, so readers move from research to enquiry.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Project enquiries per month | 13 | 30 | +131% |
| Cost per lead | €311 | €184 | -41% |
| Cost per contract | €5,382 | €2,941 | -45% |
| Lead-to-job rate | 6% | 6% | +0 pts |
| Website conversion rate | 2.8% | 3.6% | +25% |
| Marketing-sourced revenue / month | €44k | €110k | +150% |
| Share of leads from paid directories | 61% | 28% | -33 pts |
| Organic sessions / month | 2,080 | 4,385 | +111% |
| Organic visits to guides / month | 64 | 3,376 | new channel |
Lead growth
Project enquiries per month
Marketing-sourced revenue went from €44k to €110k a month, measured from booked build contracts in the CRM.
Optimisations That Moved The Numbers
- 01
Consolidating 12 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
- 02
Rewriting title tags around price and location intent raised organic click-through rate from 1.9% to 5.1%.
- 03
The top 8 articles now rank on page one and send readers to quote forms at a 23% higher rate than other traffic.
- 04
The buyer guide lead magnet added 144 nurture leads a month, with 9% converting within 90 days.
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 SEO and Content.
Weeks 3 to 6
Build and launch
SEO and Content live for house extensions and home 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 Waterford 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.
Builders case studies in other countries
UKMore case studies in Ireland
Let's Discuss Your Growth
Tell us about your business. We'll reply with a plan, realistic lead volumes and costs.