Multi-platform lead generation for a remodeling company on Oahu — optimized on qualified leads

Key facts

• Client: remodeling and outdoor construction company on Oahu, Hawaii — kitchen remodeling, bathroom remodeling, decks and outdoor construction
• Platforms: Google Ads search, Performance Max, Facebook Ads (Meta), Yelp Ads
• Differentiator: offline conversion tracking — CRM lead statuses (qualified, estimate) uploaded back into Google Ads via a custom-built matching database
• Facebook Ads delivered remodeling leads at $29–56 per lead in good weeks — often cheaper than search
• Yelp Ads delivered Oahu leads at $20–25 in strong weeks
• Geo expansion: the proven Oahu playbook was rolled out to the Big Island
• Pre-launch economics: per-service ceilings (kitchen: $8,320 max CAC / $728 max CPL) and weekly budget reallocation driven by crew capacity, not just channel metrics

The economics we built before spending a dollar

Before launch, each service line got its own ceiling — because a kitchen remodel and a deck job have completely different economics:

Service	Avg ticket	Margin	Max CAC	Max CPL	Max CPC
Kitchen remodeling	$26,000	32%	$8,320	$728	$21.84
Bathroom remodeling	$22,000	35%	$7,700	$674	$20.21
Decks & outdoor	$15,000	41%	$6,150	$538	$16.14

The funnel assumptions were set conservatively — 35% lead-to-estimate, 25% estimate-to-sale — and the whole model was stress-tested at full crew load: even with every lead bought at market CPC, the plan stayed profitable.

One more rule most agencies don’t have: budget follows crew capacity. Every week we look at qualified leads, estimates, won deals, and each crew’s free hours. If the deck crews are booked solid, deck budget moves to kitchens. Marketing serves the production calendar — not the other way around.

The problem nobody talks about

Most home-service CRMs — including the industry-standard ones — do not pass lead quality back into ad platforms. The ad account sees “a call happened.” It doesn’t see whether that call became an estimate, a signed contract, or a wrong number.

So campaigns get optimized toward whatever is cheapest to generate: thin calls.

The qualified-lead pipeline

We built a custom database that collects every website form and every dynamically tracked call — with UTM parameters and Google click IDs attached — and matches them to CRM lead statuses by phone number. When a lead reaches “qualified” or “estimate” status, that conversion uploads back into Google Ads as an offline conversion.

This is not a Zapier flow. Off-the-shelf connectors can’t do this matching reliably — we built it custom. The result: Smart Bidding optimizes toward real opportunities, which matters enormously when a kitchen remodel runs $20k–$80k.

The platform mix

One platform is a single point of failure. The account runs:

• Google Search — kitchen remodeling, bathroom remodeling, and deck campaigns with separate budgets; the consolidated remodeling campaign hit $82.58 per lead in its best week with a 16%+ click-through rate
• Facebook Ads — kitchen and bathroom creative reaching homeowners before they search, at $29–56 per lead in good weeks
• Yelp Ads — Oahu remodeling leads at $20–25 in strong weeks
• Demand-reactive campaigns — when storms hit Oahu, a dedicated deck-replacement campaign captured repair demand the moment it appeared

Geo expansion

Once the Oahu economics held, the same structure rolled out to the Big Island: kitchen, bathroom, and Performance Max campaigns plus Yelp — a second Hawaii market on a proven playbook instead of a new experiment.

Why it matters

Remodeling marketing fails two ways: optimizing toward cheap unqualified calls, and depending on a single traffic source. This system addresses both — and every platform answers to the same weekly review: what did a qualified lead cost here this week?

The qualified-lead pipeline here is our conversion tracking work, feeding the Google Ads management on top. Request a growth audit to see what it would take for your funnel.