Creating a New Lead Channel for a Local Contractor

I had a vision when I started working with Pavers and Turf by O'Neill's: increase company visibility locally with the goal of funneling in new leads for cheap. A contractor's dream, and I made it come true.

Sourcing the content, before & afters, creating interesting CTAs, and more.

The campaign used multiple creative angles, turf transformations, paver builds, putting-green visuals, carousel ads, and "get quote" landing-page campaigns. After studying successful contractor ads and tracking which visuals were converting, I created two rounds of content refreshes (across different months) that mirrored the strongest-performing formats.

The result was a campaign that improved over time. Lead volume climbed while CPA, cost per acquisition, the average cost to generate a lead, declined and stabilized. One top-performing ad generated 350 website leads at $7.46 per lead, showing the campaign was not only creating awareness, but driving measurable action.