Background

Bay Custom operates in a highly competitive home services market where generating leads is only part of the equation. The larger challenge is attracting qualified homeowners who are genuinely ready to move forward with a project.

Like many businesses in the industry, Bay Custom faced the common issue of inconsistent lead quality. While campaigns could generate clicks and inquiries, not every lead represented a real opportunity. Rising acquisition costs, inconsistent performance, and wasted time spent filtering through low-intent inquiries created inefficiencies that limited long-term scalability.

BConnected partnered with Bay Custom to restructure their lead generation strategy around a different objective: generating better leads, not simply more leads.

Opportunity

The challenge was not traffic volume or visibility. The challenge was setup and knowledge of the platform.

Many lead generation campaigns are optimized around surface-level metrics such as impressions, clicks, or the lowest possible cost per lead. While those numbers can appear successful on paper, they often fail to translate into profitable business outcomes.

Early campaign data revealed inconsistent lead costs ranging from the mid-$70s to over $120 per lead depending on campaign structure and audience setup. More importantly, lead quality varied significantly, making it difficult to predict performance and scale efficiently.

The opportunity was clear: Bay Custom needed a more intentional campaign structure capable of attracting local homeowners with genuine purchase intent while eliminating wasted spend on low-quality inquiries.

Solution

BConnected rebuilt the campaign strategy from the ground up with a focus on qualification, structure, and localized targeting.

Instead of broad audience targeting, campaigns were narrowed to homeowners located within Bay Custom’s highest-performing service areas. This reduced wasted impressions and ensured advertising dollars were focused on audiences most likely to convert.

The campaign structure was also segmented by service category rather than grouped into one generalized campaign. Dedicated campaigns were created for:

• Storage
• Lighting
• Flooring

This service-based structure created greater visibility into performance at the category level, allowing budgets to be shifted toward the strongest-performing services while underperforming areas could be optimized independently.

Lead forms were redesigned to prioritize intent over convenience. Rather than encouraging low-friction submissions that often produced unqualified inquiries, the forms were built to attract more serious prospects actively considering a project.

Creative messaging also played a strategic role in qualification. Instead of appealing broadly to everyone, the campaign leaned heavily into craftsmanship, local trust, and project-focused messaging designed to attract homeowners looking for quality work rather than casual browsers.

The result was a campaign system engineered to improve lead quality, consistency, and scalability simultaneously.

Results

The restructured campaigns produced measurable improvements in both efficiency and lead quality within a single quarter.

Key results included:

• 420 high-quality leads generated
• $38.44 average cost per lead
• 700,000+ impressions
• 10,000+ clicks

For those of you following along with a calculator, that was a 60% drop in cost-per-lead! Campaign performance also became significantly more stable and predictable across service categories.

Performance highlights included:

• Storage campaigns generated 256 leads at a $33.44 CPL
• Lighting campaigns achieved approximately $34 CPL
• Flooring campaigns stabilized around $45 CPL
• Overall lead costs tightened into a more consistent $33–$45 range

Beyond the metrics themselves, the campaign created actionable business clarity.

Rather than relying on assumptions, Bay Custom could clearly identify which services generated the strongest returns, where budgets should scale, and how different audiences responded across campaign types. Storage campaigns alone generated more than 60% of total leads while maintaining the lowest acquisition cost, creating a clear growth opportunity backed by performance data.

The result was not simply higher lead volume. It was a scalable lead generation system built around quality, predictability, and long-term business performance.

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