Case study · Home Renovation Companies · UK
Home Renovation Case Study UK: +177% Leads
How a renovation company with 4 project managers in Birmingham grew consultation requests 177% and cut cost per lead 54% in 6 months with CRM Follow-up, Meta Ads and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Home Renovation Companies · UK
Renovation
A renovation company with 4 project managers based in Birmingham, serving the wider Birmingham area and focused on kitchen renovations and installations, plus bathroom renovations. Before working with us, 64% of enquiries came through Checkatrade 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
+177%
Cost per lead
-54%
Marketing-sourced revenue
+231%
Return on marketing spend
38.5x
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 and early spring, with a second smaller rise in september) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on CRM Follow-up & Remarketing, Meta Ads (Facebook & Instagram) and Content Marketing, the three channels with the best cost per project for renovation businesses in Birmingham. 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
CRM Follow-up & Remarketing
- Connected every form, call and chat to a CRM pipeline with automatic SMS replies inside 30 seconds.
- Built a 6-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 1,200 past customers with a service reminder campaign.
Service 2
Meta Ads (Facebook & Instagram)
- Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 4.2 to 8.6 out of 10.
- Launched Instant Form lead ads with 4 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
- Tested 21 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 3% 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 3
Content Marketing
- Built a content plan of 16 articles around cost, comparison and how-to questions for kitchen renovations and installations and bathroom 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 91 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 | 26 | 72 | +177% |
| Cost per lead | £103 | £47 | -54% |
| Cost per project | £1,101 | £423 | -62% |
| Lead-to-job rate | 9% | 11% | +2 pts |
| Website conversion rate | 3.1% | 4.6% | +46% |
| Marketing-sourced revenue / month | £57k | £189k | +231% |
| Share of leads from paid directories | 64% | 23% | -41 pts |
| Median speed to lead | 102 min | 30 sec | instant |
| Meta Ads leads / month | 0 | 25 | new channel |
| Organic visits to guides / month | 232 | 1,952 | new channel |
Lead growth
Consultation requests per month
Marketing-sourced revenue went from £57k to £189k a month, measured from booked renovation projects in the CRM.
Optimisations That Moved The Numbers
- 01
Replying to new enquiries in under 30 seconds raised lead-to-booking rate from 9% to 11%.
- 02
The quote follow-up sequence recovered 6 quotes a month that would otherwise have gone cold.
- 03
Adding qualifying questions to the lead form cut junk leads by 45% while keeping cost per lead 30% below the account average.
- 04
The top 14 articles now rank on page one and send readers to quote forms at a 30% 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 CRM Follow-up, Meta Ads and Content.
Weeks 3 to 6
Build and launch
CRM Follow-up, Meta Ads and Content live for kitchen renovations and installations, plus 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 Edinburgh 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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