From 21 leads a month to 286.
I rebuilt R&B Build's tracking, gave website visitors an easier first step and relaunched the ads. Leads went from about 21 a month to 286 at their peak.
13x
more leads a month at peak
The website became their best salesperson.
- 13xleads a month at peak, 21 to 286GA4, Jun to Sep 2025 average vs May 2026
- 1,277leads in nine monthsGA4, Nov 2025 to Jul 2026
- 35%of all key events came from Meta, which hadn't worked for them beforeGA4, Oct 2025 to Jul 2026
- Oct 2025: I start
- Nov 2025: brochure requests go live
- Mar 2026: server-side tracking
June to October 2025 counts enquiry forms. From November 2025, it counts enquiry forms plus brochure requests. Newsletter sign-ups aren't included.
The short version
- The problem
- R&B Build designs and builds architectural homes across Canterbury. The website brought in about 21 enquiries a month, and the only way in was a full enquiry form and a sales call. Meta ads run by a previous agency hadn't worked.
- What I did
- I set up tracking first, then watched how real visitors used the site. I added a brochure request on each project page as an easier first step, then rebuilt Google Ads and relaunched Meta on clean data.
- The result
- Leads grew from about 21 a month to 286 in May 2026, with 1,277 in nine months. Meta, which hadn't worked for them before, became their biggest source of leads.
Got a channel that isn't working?
Book a free 20-minute call and I'll tell you where I'd start, even if it's not with me.
How I did it
Jun 2025 onwards
Measure everything first
You can't improve what you can't see. Before touching the site or the ads, I tracked every action that shows someone is interested.
- Google Tag Manager set up from scratch, with GA4 linked to Google Ads and Search Console
- Every form counted as a lead in the same way, so Google, Meta and GA4 agree on the numbers
- Server-side tracking and Meta's Conversions API from February 2026, so ad blockers don't hide leads
The benchmark, Jun to Sep 2025
- 2,100 website visits a month
- 21 enquiries a month
- $71 per Google Ads conversion
- One way to get in touch: a full form and a sales call
November 2025
Give visitors an easier first step
In Microsoft Clarity, I watched visitors spend ages on project pages, then stop short of the contact form. They weren't ready for a sales call, so I gave them something smaller to ask for.
- A brochure request on each project page, for that specific home or development
- Each request tells the sales team exactly which home someone likes
- Nine of the most-visited project pages alone produced over 800 lead events
Why it worked
- Less pressure the detail people wanted, without a sales call
- Warm leads sales follow up about the home they looked at
- Project pages more tracked leads than the contact page
- Counted as a lead, so the ads learn to find more people like them
Nov 2025 onwards
Relaunch the ads on clean data
The channel wasn't the problem. The setup was. With accurate lead data feeding both platforms, I rebuilt Google Ads and relaunched Meta.
- Meta ads built around their actual homes and set up to find people likely to enquire
- Google Search for the Ridgeline development and architectural builder searches
- Google Ads cost per conversion down 16%, from $71 to $60
- Meta (Facebook and Instagram)606
- Google, unpaid search358
- Google search ads135
Counts enquiry forms, brochure requests, phone clicks and email clicks.
Three things that made the difference.
Measure before you change anything
Four months of clean benchmark data meant every change after that could be judged properly.
Lower the ask for big decisions
People planning a home may not be ready for a sales call yet. A brochure request gives them a first step and gives sales a warm lead.
A channel that doesn't work usually has a setup problem
Meta hadn't worked under the previous agency. Once the tracking, the site and the ads were fixed, it became the biggest source of leads.
Got a channel that isn't working?
Book a free 20-minute call. I'll tell you where I'd start, even if it's not with me.
