Case study · Builder website and Google Ads
Pro-Build Plus: a facade specialist's website, and enquiries that got cheaper
A Victorian facade remediation contractor that sells to strata managers, owners corporations and facility managers. We built the site, the pages and the search campaigns, then went after the cost of each enquiry.
A$106.95
Google Ads cost per enquiry · week of 11 Sep 2026 · down from A$486 in August
Case study result. Outcomes vary.
- Client
- Pro-Build Plus
- Industry
- Facade remediation, cladding replacement and building rectification on commercial, strata and institutional buildings
- Location
- Melbourne, working across Victoria
- What we did
- Websites for Builders
- New Project Leads
- Google Ads
- CRM and call tracking
- Working together
- Website live June 2026, Google Ads from August 2026, still running
The brief
Buyers with a defect report and a deadline
Pro-Build Plus fixes the outside of buildings people are still living and working in: combustible cladding, failing facades, concrete spalling, building notices from council.
The person who hires them is usually a strata manager or a facility manager with an engineer's report on the desk and a committee asking questions. They want to see that remediation is all Pro-Build does, and that the paperwork will stand up for insurers and regulators.
Their brief to us was specific: qualified commercial enquiries, and every one of them answered. A pile of cheap form fills from homeowners was never the goal.
The first month of search data showed the problem with that. Part of the budget was reaching people shopping for cladding materials and DIY repairs. Those clicks cost the same as a strata manager's and were never going to become a project.
How we measure it
We report on qualified project enquiries and where each one sits in the pipeline. Clicks are in there too, further down.
What we built and ran
A site that shows the standard, and pages that each ask for one thing
Each piece hands the enquiry on to the next, and every step is tracked from the click to the call.
A scroll-driven video website
Real footage from one of their jobs drives the home page as you scroll, then service pages for each kind of work and a projects page with the buildings they've fixed.
Four landing pages, one per problem
Facade remediation, cladding replacement, concrete spalling and building notices. Each page answers one search and asks for one thing: a project review.
Google Search campaigns
Tight keyword lists by problem, a long negative list and a weekly read of the actual search terms, so the money goes to people with a building to fix.
A CRM that answers every enquiry
Built in GoHighLevel: an instant confirmation, a task if nobody has picked the enquiry up, a text back on missed calls and follow-up for anyone not ready yet. Tracked phone numbers on the paid pages show which calls came from the ads.
The site
Scroll the real pages
The home page, top to bottom, and one of the four landing pages. Scroll inside each frame.
The search ads
Showing up next to the right competitors
Search ads for facade work have a trap in them. The words a strata manager types are close to the words someone types when they want new cladding for a granny flat. Google is happy to sell you both.
So in early September we read every search term, blocked the material, DIY and domestic ones, and pulled the budget back towards the facade campaign, the one bringing in real enquiries. Within a week the other advertisers showing next to Pro-Build were remediation contractors, where they'd been cladding suppliers before.
The cost of an enquiry came down with it. It's one week of data and we treat it that way: a sign the money is now going to the right people.
What still matters most
A cheaper enquiry is only worth something if it turns into a signed project. That's the number we're working towards with their team, and it's the one we'll report when it lands.
The speed pass
A video site that still loads on a phone
Big video and fast pages pull in opposite directions, and plenty of Pro-Build's buyers open the site on a phone between meetings. On 23 September we went back through the build.
The fonts now come from the site itself instead of a third party. Tracking tags wait until the page is usable. The landing page films start after the page has loaded, and the video files are lighter. The landing page heroes also stopped jumping around while they load, which matters when someone is trying to tap the call button.
Measured on a throttled phone connection, before and after the speed pass.
Case study result. Outcomes vary.
The numbers, with where they came from
| Metric | Value | Window | Metric type |
|---|---|---|---|
| Cost per enquiry, before | A$486 | August 2026 | Google Ads cost per conversion |
| Cost per enquiry, after the search-term cleanup | A$106.95 | Week of 11 Sep 2026 | Google Ads cost per conversion |
| Phone load, home page | 6.4 s to about 4 s | Speed pass, 23 Sep 2026 | Speed test |
| What we built | Site + 4 landing pages | June to August 2026 | Build |
May 2026
They found us through one of our own ads
A builder enquiry form, then a call about the website.
June 2026
The new website goes live
Video-led home page, service pages and projects.
July 2026
Landing pages, CRM and tracking
Four landing pages, the enquiry pipeline and follow-up, tracked phone numbers. The client signed off every ad before it ran.
August 2026
Google Ads switch on
Search campaigns by problem, with the first month's search terms read line by line.
September 2026
Cleanup, then the speed pass
The wrong searches blocked, budget moved to the campaign that was working, then a faster site.
What's next
From enquiries to a signed project
Remediation jobs are big and slow to land. A strata committee can take months to go from an engineer's report to a signed contract, so the work now is keeping every enquiry warm until it's ready.
That means steady follow-up in the CRM, quick replies on missed calls, and landing pages that give a committee what it needs to say yes.
Questions builders ask about this
Builder websites and Google Ads, answered
Anything else, ring Jed on 0400 463 257.
Why build separate landing pages when we already have a website?
Because someone who searched for cladding replacement wants to land on a page about cladding replacement, with one clear next step. Your website has to serve everyone. A landing page only has to serve the person who clicked the ad.
How do you stop Google Ads wasting money on the wrong searches?
We read the actual search terms people typed, and block anything that will never become a job: materials, DIY, domestic work you don't do. Then we keep doing it every week, because Google keeps finding new ways to spend your budget.
Is a video website going to be slow?
It can be, if nobody checks. We test on a throttled phone connection, load the video after the page is usable and keep the files light. Pro-Build's site got a full speed pass once the ads were running, and we'd do the same on yours.
Keep reading
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