The situation
Bay State Remodeling sells high-ticket work, whole-home, kitchen, bath, basement, and attic renovations, to homeowners in the affluent metro-west suburbs of Boston: Newton, Needham, Brookline, Belmont, Wellesley, Lexington, and more.
When they came to us they were letting Google Ads run on autopilot, with a punishing cost per lead and no funnel structure or awareness-level targeting underneath it. In a market like that, one signed job is worth a great deal, so the whole game is a steady flow of qualified local homeowners, not raw clicks.
What we did
We ran the Growth System as one full-funnel engine: a conversion-built site, an owned local-SEO asset covering every service in every target town, and Google Ads pointed at high-intent renovation searches, all wired to call and form tracking so every lead is attributed to its channel.
- Fifteen service-area pages plus copywriting, built to rank for "{service} {town}" across the luxury metro-west market.
- Schema markup, internal linking, and Core Web Vitals work, so the site became an organic engine the business owns rather than rented clicks.
- Google Ads structured around high-intent renovation terms and tracked to the lead, so spend follows what converts.
- Call and form tracking on every channel, so no lead leaks and the monthly reporting is honest.
The site we built · Bay State Remodeling
3 pages from the live Bay State Remodeling site.
The results
- ~52 / moqualified remodeling leads on average, peaking at 66 in a month
- up to 16 / moqualified leads from paid search as it scaled through the engagement
- 2 service linesrun for Bay State by one team, refinishing and remodeling
From the monthly call and form leads tracker across an eight-month stretch. The owned organic engine carries the bulk of the pipeline, with paid search stacked on top for high-intent jobs.
Bay State Remodeling is the high-ticket version of the thesis: in a market where one job is worth a lot, we built an owned organic engine that carries most of the pipeline and tuned paid to add high-intent jobs on top, so the leads compound instead of resetting to zero the month the ads pause.
That engine has gone on to win multiple million-dollar renovation projects straight from the site.
