Case study · Carpenters · Australia

Carpenter Case Study Australia: +117% Leads

Name: Marketing & Lead Expert
Address: IN
Price range: $$

How a 6-person carpentry and joinery firm in Brisbane grew quote requests 117% and cut cost per lead 49% in 6 months with Web Development, SEO and Meta Ads.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Carpenters · Australia

Carpentry

A 6-person carpentry and joinery firm based in Brisbane, serving the wider Brisbane area and focused on decks and pergolas, plus custom joinery and cabinetry. Before working with us, 76% 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 quote requests, a lower cost per project and a pipeline the owner controls.

Results After 6 Months

Leads per month

+117%

Cost per lead

-49%

Marketing-sourced revenue

+182%

Return on marketing spend

13.6x

The challenge

Where the business was stuck

Carpentry covers everything from small repairs to custom joinery, and generic marketing attracts the low-value end.
Quality craftsmanship is hard to show on a basic website, so buyers compare on price instead.
Many carpenters depend on builders for work, leaving them exposed when a builder's pipeline slows down.
Peak season (deck and pergola searches rise sharply in spring and early summer, so outdoor campaigns should launch in august and september) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Website Development, SEO and Meta Ads (Facebook & Instagram), the three channels with the best cost per project for carpentry and joinery 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.

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What we did

The technical work behind the numbers, service by service.

Service 1

Website Development

Designed and built a new 29-page website on a fast, lightweight stack, replacing an outdated template site.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 43 completed jobs.
Hit a mobile Lighthouse performance score of 94 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.

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Service 2

SEO

Technical audit and fixes: 363 crawl errors removed, mobile Largest Contentful Paint cut from 4.4s to 2.1s and indexing issues resolved.
Built 11 dedicated service pages for high-value work such as decks and pergolas and custom joinery and cabinetry, each targeting one search intent.
Added LocalBusiness, Service and FAQPage schema and rebuilt internal linking between services, locations and guides.
Earned 25 links from local news, suppliers, associations and community sites instead of low-quality link packages.

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Service 3

Meta Ads (Facebook & Instagram)

Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 5.3 to 8.7 out of 10.
Launched Instant Form lead ads with 5 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
Tested 23 creatives: before and after photos, short job videos and owner-to-camera clips; the top 3 now carry the budget.
Built audiences from website visitors, video viewers and a 1% lookalike of past customers, excluding existing clients.
Synced lead ad submissions to the CRM in real time so every lead was called within minutes.

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The numbers

Before and after

Metric	Before	Month 6	Change
Quote requests per month	24	52	+117%
Cost per lead	A$136	A$70	-49%
Cost per project	A$506	A$200	-60%
Lead-to-job rate	27%	35%	+8 pts
Website conversion rate	3.1%	6.9%	+118%
Marketing-sourced revenue / month	A$33k	A$93k	+182%
Share of leads from paid directories	76%	20%	-56 pts
Mobile page load time	4.4s	2.1s	-52%
Organic sessions / month	1,521	3,412	+124%
Meta Ads leads / month	0	15	new channel

Lead growth

Quote requests per month

Marketing-sourced revenue went from A$33k to A$93k a month, measured from booked projects in the CRM.

Optimisations That Moved The Numbers

01
The new site's conversion rate is 3.0x the old site's, on the same traffic.
02
Project gallery pages became the most visited pages on the site and appear in 16% of converting sessions.
03
Consolidating 17 overlapping pages that competed for the same keyword doubled the surviving page's clicks.
04
Adding qualifying questions to the lead form cut junk leads by 26% while keeping cost per lead 16% below the account average.

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 Web Development, SEO and Meta Ads.
Weeks 3 to 6
Build and launch
Web Development, SEO and Meta Ads live for decks and pergolas, plus custom joinery and cabinetry.
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 Adelaide 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.