CASE STUDY · HOME SERVICES
MG Construction & Decks: Meta leads, contracted projects and a faster site
MG Construction & Decks is a deck and construction business selling higher-ticket residential projects, where a small number of signed contracts changes the year.
HighLead took on demand generation through Meta Ads, organic search, the performance of the website those campaigns send people to, and the CRM attribution that connects a lead back to the campaign that produced it.
57%
Lower Meta cost per lead, from $80.05 to $34.11
9
Meta-attributed contracted clients, based on available CRM attribution
$225,000
Minimum contracted project value, based on available CRM attribution
64%
More top-3 Google rankings, from 42 to 69
The situation
MG Construction & Decks builds decks and construction projects for homeowners. The minimum project ticket is $25,000, so the arithmetic of the business is different from a trade selling small repeat jobs. A handful of signed projects matters more than a high volume of cheap enquiries.
Work was needed in 3 places at the same time. Paid social had to reach homeowners who were not searching yet, at a cost per lead a project of that size could carry. Organic search had lost ground and needed rebuilding. The website those campaigns and searches landed on was slow on mobile, with page weight heavy enough to be part of the problem rather than a detail.
What follows is what was measured during the engagement, with the comparison period, the source and the qualifications attached to each figure.
What we did
Generate: Meta Ads
Built the offer and the creative angles, restructured the campaigns and tested until a campaign won on cost per lead rather than on engagement.
Generate: SEO
Rebuilt organic visibility around tracked keywords, working the on-page and technical side of the site rather than chasing volume.
Convert: website performance and landing pages
Compressed the video and image weight holding the site back on mobile, and rebuilt 7 landing pages with copy and conversion-path improvements.
Improve: CRM attribution and business intelligence
Wired leads into the CRM with their campaign attached, so contracted work could be traced back to the campaign that produced it instead of being reported as anonymous form fills.
Meta Ads
The comparison is campaign to campaign: the strongest established campaign running before HighLead, against the winning campaign HighLead built.
| Measure | Strongest prior established campaign | HighLead winning campaign |
|---|---|---|
| Cost per lead | $80.05 | $34.11 |
| Leads | Not published | 40 |
| Campaign spend | Not published | approximately $1,364 |
| Change in cost per lead | 57.4% lower |
Cost per lead is a media metric. It says what an enquiry cost, not what it was worth. The section below is the part that matters for a business selling $25,000 projects.
Contracted clients attributed to Meta
Based on available CRM attribution, 9 Meta-attributed contracted clients represented at least $225,000 in contracted project value over approximately 11 weeks.
| Measure | Figure |
|---|---|
| Meta spend over approximately 11 weeks | approximately $12,990 |
| Contracted clients attributed to Meta | 9 |
| Observed acquisition cost per contracted client | approximately $1,443 |
| Minimum project ticket | $25,000 |
| Minimum contracted project value | at least $225,000 |
| Contracted value relative to Meta ad spend | at least 17.3× |
That represents at least 17.3× contracted project value relative to Meta ad spend.
What that figure is not. Contracted project value is not collected revenue. It is the minimum value of the work those clients contracted, calculated from the $25,000 minimum ticket, which is why the number is written as "at least". We are not claiming all 9 projects were completed, delivered or paid in full. The ratio is a contracted value-to-ad-spend comparison. It is not ROAS and it is not profit, because it does not account for cost of goods, labour, overhead or anything else the business spends to deliver a deck.
SEO
| Measure | Start | Latest |
|---|---|---|
| Tracked top-3 Google rankings | 42 | 69 |
| Change | 64.3% higher |
More than half of the tracked ranking keywords reached a top-3 position.
| Period | Google Search impressions |
|---|---|
| May | approximately 9,000 |
| June | approximately 30,000 |
| July to August | approximately 23,000 to 25,000 per month |
Impressions rose sharply into June, then settled through July and August above where they started and below the June peak. We are not claiming the site recovered all of the organic traffic it had lost. What the tracking shows is a rebuilt top-3 footprint and a materially larger impression base than the engagement began with.
Website performance
| Measure | Before | After |
|---|---|---|
| Mobile main-content display | 14.9 s | 4.4 s |
| Desktop PageSpeed score | 74 | 95 |
| Mobile PageSpeed score | 46 | 60 |
| Key-page video weight | 258 MB | 41 MB |
| Reachable image weight across 7 landing pages | 14.2 MB | 5.4 MB |
Mobile main content displayed approximately 70% faster. Key-page video weight fell by approximately 84% and image weight by approximately 48%, with individual videos compressed by approximately 86% to 93%. Across the 7 landing pages that received copy and conversion-path improvements, reachable image weight fell by approximately 62%.
Speed is not a vanity score here. Paid social sends a homeowner to a page on a phone, and a page that takes 14.9 s to show its main content spends the click before the visitor sees the offer.
How to read these numbers
Meta figures come from Meta Ads reporting at campaign level, comparing the strongest established prior campaign with HighLead's winning campaign.
Contracted clients come from the client's CRM. Attribution is what the CRM recorded, which is why every use says "based on available CRM attribution" rather than presenting the count as a complete picture of what Meta produced.
Contracted project value is calculated from the $25,000 minimum project ticket, so it is a floor rather than an estimate of what was signed.
Rankings come from rank tracking of the tracked keyword set, counting top-3 positions. Impressions come from Google Search Console.
Speed and weight figures come from PageSpeed Insights scores, main-content display timing and file weights measured on the pages themselves.
What is not claimed here. No collected revenue, no profit, no return on ad spend, no claim that all 9 contracted projects were completed or paid, and no claim that lost organic traffic was fully recovered. This engagement is also not published as proof of response time, missed-call recovery, lead nurture or booking automation.
What this looks like for your business
The right starting point depends on the constraint, not on the trade.
Not enough demand? The Meta and SEO work above is HighLead Growth: paid, organic and outbound acquisition built around an offer worth choosing.
Explore HighLead GrowthHow Meta Ads management worksHow SEO works at HighLeadGetting the enquiries and losing them? That is a different problem, and this case study is not the proof for it. Answering fast, following up every estimate and booking the visit is HighLead System.
Explore HighLead SystemSelling higher-ticket work at the home? The category page covers how home services businesses lose jobs and which path tends to fit.
See how we help home services businessesWant to know which of these numbers is available to you?
Tell us what you sell, what a signed project is worth and what happens to a lead once it arrives. We will tell you where the constraint is and whether we would start with demand, with the system, or not at all.