Demand
SystemService intent separated cleanly
Campaign structure was reorganized around the work types that mattered most to the business.
Core work
Diagnostics
Repair
Follow-up
Work
Automations
Conrad General Contracting Ads Pipeline
Paid search rebuild and reporting loop for a Lehigh Valley contractor, with cleaner tracking, campaign structure, and lead-quality feedback.
Results
A qualified lead at a fifth of the cost.
Cost per qualified lead
Mixed-intent campaigns: $164 to $279 per lead. Service-line campaigns: $43 to $54 per qualified lead. 4 to 6x cheaper.
Each block is $10 of ad spend to win one qualified lead. Outlined blocks span the range.
- Tracked qualified leads from the rebuilt campaigns114
Demand stopped being the constraint. The ads paused because the crew was booked.Google Ads · client-approved
Visual story
How the project actually moved.
Quality
SignalsLead signals became easier to read
Calls, forms, and service-line context were brought into a clearer review loop.
Call intent
Form context
Service need
Lead quality
Control
FlowGrowth exposed the capacity question
The reporting made it easier to see when demand was no longer the only constraint.
01
Spend
02
Demand
03
Qualified lead
04
Capacity check
Problem
Paid search was spread across mixed-intent campaigns without enough clarity on which work types were producing qualified demand.
What we shipped
- Campaign restructure around the contractor's core service lines
- Conversion tracking review covering calls, forms, and lead-quality signals
- Reporting package that surfaced qualified demand and the capacity constraint that followed
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