Courtney Construction is a residential concrete contractor based in Kalamazoo/Portage, MI, specializing in driveways, flatwork, and stamped patios. Owner Chase Courtney had a clear growth target: double revenue to $2M by scaling from roughly 80 to 200 projects per year. But that growth came with a strict constraint. Chase doesn’t take low-bid jobs, doesn’t take commercial work, and wasn’t willing to compromise on lead quality to hit the number.
The Results at a Glance
Over the course of the engagement, Courtney Construction has seen an estimated 20x return on ad spend, with a $128.05 average cost per conversion, a $158.74 cost per qualified lead, and an estimated $650 net cost per booked lead. April and May built strong, consistent momentum:
- April: ~$105K in sold work from ~$6K in ad spend across 8 jobs, $13,162 average ticket, 65% lead qualification rate
- May: $104,800 in sold work from $5,300 in spend across 10 jobs, 19 calls and 33 form submissions, CPL under $100
Between the two channels, campaigns are now driving roughly $100,000 per month in sold work, and about 20 of the business’s 26 total jobs this year trace back directly to Google Ads.
Pain Points
Before working with Hook Agency, Courtney Construction had a weak online presence and a website that didn’t reflect the quality of the business Chase had built. There was no reliable or trackable lead pipeline, and the prior SEO provider wasn’t delivering results. Most critically, the business needed a way to generate quality residential leads specifically, without pulling in the low-margin or commercial work that Chase intentionally avoids, and needed clear attribution connecting those leads back to actual revenue.
Building a Site That Could Convert
Hook Agency built a new Standard Site for Courtney Construction: clean, fast, and streamlined, designed to get the business live and generating leads quickly while establishing trust with homeowners before they ever picked up the phone.
Precision-Targeted Paid Campaigns
Rather than optimizing for lead volume, the paid strategy was built from the start to filter for the right jobs. Hook Agency launched geo-targeted Google Ads around concrete-specific keywords, set up Local Service Ads to capture high-intent residential searches, and fixed a targeting gap that had been excluding the Kalamazoo/Portage service area entirely. Negative keywords were layered in to filter out low-margin and commercial search traffic before it ever reached the campaign.
Results by Month
April delivered an immediate return:
- ~$105,000 in sold work from ~$6,000 in ad spend across 8 jobs
- $13,162 average ticket, 65% lead qualification rate
- $122 cost per conversion, $9 CPC
- #1 impression share at 46%
May confirmed it wasn’t a fluke. $5,300 in spend turned into $104,800 in sold work across 10 jobs, roughly a 20x return, with 19 calls and 33 form submissions and a cost per lead under $100. Local Service Ads ramped further still, reaching 64 charged leads for the month.
Combined, the two channels have driven close to $100,000 per month in sold work for two consecutive months, and roughly 20 of the business’s 26 total jobs this year now trace back directly to Google Ads.
Why This Works
Courtney Construction didn’t have to choose between lead quality and growth. A conversion-ready website paired with tight geographic and keyword targeting let the business scale volume without taking on a single job outside its standards. Today, Chase has a fast website built to convert, paid campaigns generating close to 20x ROI, a predictable pipeline of high-ticket residential leads, and clear attribution tying every dollar of ad spend back to booked revenue.