My Role
Sole strategist from day one. I took over Google Ads with a mandate to improve performance, built an SEO content strategy from scratch, and designed a targeted Meta campaign — handling all creative, targeting, and optimization decisions across a 4-month engagement.
The Situation
Exterior Renovations is a Madison, WI contractor specializing in roofing, siding, and windows. When I joined in March 2026, Google Ads were generating leads at over $80 per lead with no content strategy and zero informational keyword presence — the site was entirely absent from upper-funnel renovation searches.
What I Did
- Ran a full technical SEO audit at onboarding — fixed crawl errors, schema markup inconsistencies, and address formatting issues that were holding rankings back
- Developed and executed a content strategy targeting high-volume informational renovation queries; first article published reached position 3.4 with 54,787 impressions within weeks of going live
- Rebuilt Google Ads campaign structure by service type; Siding Services campaign reached $61.82 CPL at a 9.2% conversion rate
- Designed and ran a $500 Meta hail damage campaign targeting Madison homeowners — generated 19 leads at $26.30 CPL, roughly half the concurrent Google Ads cost
- Retained 2,319-person warm audience from the Meta campaign for future retargeting
Organic Growth — Since Onboarding
GSC Organic Clicks
Mar → Jun 2026
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$26.30
Meta CPL on hail campaign — 19 leads from $500 spend, roughly half the Google Ads CPL in the same period
9.2%
Google Ads conversion rate across the Siding Services campaign