Driving Sales-Qualified Leads for Virginia-based Contractor/Remodeler Using Google Ads

Parkline Contracting is a Class A General Contractor based in Richmond, Virginia, specializing in high-end home remodeling, additions, roofing, kitchens, and bathrooms. Despite their strong local reputation and craftsmanship, they faced challenges generating qualified leads online at a sustainable cost. Their existing Google Ads efforts were producing leads at $250–$500 each—too expensive to scale effectively in a competitive market. Their goal: lower lead costs to under $200 while maintaining quality.

From January 2025 to present, we launched a performance-focused Google Ads campaign built to generate high-quality leads at scale.

The approach included:

• Service-Specific Campaigns — Targeted ads for kitchens, additions, bathroom remodels, and more 
• Local Targeting — Focused zip-code targeting within the Richmond area
• Buyer-Intent Keywords — Reaching users actively searching for contractors
• Optimized Conversion Tracking — Prioritized phone calls and estimate requests

Each element of the campaign was engineered to reduce wasted spend and drive sales-qualified inquiries.

In just five months, the campaign delivered:

• 110+ high-quality leads (phone calls + form submissions)
• $160.20 average cost per lead (down from $250–$500)
• 6.03% conversion rate from ad clicks
• $2.1M+ in estimated revenue potential based on average project value
• $62.44 in revenue generated for every $1 spent
• Direct reach into Richmond-area homeowner audience

This case proves that with the right strategy—tight targeting, strong tracking, and focused creative—even modest budgets can unlock serious growth.