Case study · Home Renovation Companies · Canada
Home Renovation Case Study Canada: +172% Leads
How a renovation company with 2 project managers in Calgary grew consultation requests 172% and cut cost per lead 52% in 6 months with Meta Ads, CRM Follow-up and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Home Renovation Companies · Canada
Renovation
A renovation company with 2 project managers based in Calgary, serving the wider Calgary area and focused on basement renovations and kitchen renovations. Before working with us, 55% of enquiries came through HomeStars 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
+172%
Cost per lead
-52%
Marketing-sourced revenue
+252%
Return on marketing spend
29.5x
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 in january to april, with interior work continuing through winter) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Meta Ads (Facebook & Instagram), CRM Follow-up & Remarketing and Content Marketing, the three channels with the best cost per project for renovation businesses in Calgary. 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 4.3 to 7.8 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 6 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.
Service 2
CRM Follow-up & Remarketing
- Connected every form, call and chat to a CRM pipeline with automatic SMS replies inside 60 seconds.
- Built a 5-step quote follow-up sequence by SMS and email for quotes that had not been accepted.
- Launched remarketing audiences on Google and Meta for site visitors and quote recipients, with job-specific ads and reviews.
- Added missed-call text back and reactivated 1,600 past customers with a service reminder campaign.
Service 3
Content Marketing
- Built a content plan of 15 articles around cost, comparison and how-to questions for basement renovations and kitchen renovations.
- Produced 28 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 90 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 |
|---|---|---|---|
| Consultation requests per month | 25 | 68 | +172% |
| Cost per lead | C$261 | C$124 | -52% |
| Cost per project | C$2,630 | C$966 | -63% |
| Lead-to-job rate | 10% | 13% | +3 pts |
| Website conversion rate | 2.3% | 3.2% | +38% |
| Marketing-sourced revenue / month | C$93k | C$328k | +252% |
| Share of leads from paid directories | 55% | 14% | -41 pts |
| Meta Ads leads / month | 0 | 19 | new channel |
| Median speed to lead | 82 min | 60 sec | instant |
| Organic visits to guides / month | 95 | 6,183 | new channel |
Lead growth
Consultation requests per month
Marketing-sourced revenue went from C$93k to C$328k 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 22% while keeping cost per lead 22% below the account average.
- 02
Before and after video creatives beat static images with a 37% lower cost per lead and 2.8% click-through rate.
- 03
Replying to new enquiries in under 60 seconds raised lead-to-booking rate from 10% to 13%.
- 04
The top 14 articles now rank on page one and send readers to quote forms at a 22% higher rate than other traffic.
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, CRM Follow-up and Content.
Weeks 3 to 6
Build and launch
Meta Ads, CRM Follow-up and Content live for basement renovations and kitchen 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 Montreal 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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