Case study
$363,000 signed in the first 45 days
How we built this San Diego pool builder a lead generation machine that produced a $363,000 contract in the second month of advertising, with minimal time wasted on low-quality leads.
Meet Tom
Tom is the owner of Stonewell Construction and has been building pools and outdoor living spaces for over 20 years. For two decades he ran his business the old-school way, relying on referrals, reputation, and word of mouth.
Eventually those channels started to dry up. He didn't have control over his lead flow, and the unpredictability didn't match the caliber of work he was putting out. He found us on Instagram and reached out.
Tom isn't trying to scale into a high-volume shop. He's a true luxury builder who wants to be hands-on with every single project. The goal we set together: four to six extremely high-ticket projects per year. A small number of the right buyers, not a flood of unqualified leads.
What we built
A complete system designed to attract a small number of highly qualified luxury buyers, and make sure not a single one slipped through the cracks.
- Deep-dive discovery to map Tom's ideal project profile, price points, and the buyer he wanted to attract
- End-to-end ad strategy and scripting written specifically for a true luxury pool and outdoor living buyer
- Coordinated and directed his videographer for on-site shoots at completed builds
- Edited every ad variation in-house, with multiple hooks, angles, and creative tests
- Designed and built a custom high-converting landing page tuned for mobile traffic
- Full lead management CRM with text and email automation the moment a lead comes in
- Automated follow-up sequences, appointment booking, and confirmation reminders
- Ongoing campaign optimization: weekly creative refreshes, audience tuning, and budget pacing
- 1-on-1 training for Tom on how to work leads, run the CRM, and convert calls into onsite visits
- Continuous support via direct line for questions, strategy calls, and adjustments as the market responds
The ad variations
Three vertical creatives we scripted, directed, and edited, each speaking directly to a luxury homeowner researching a builder.
The landing page
Every ad sends qualified traffic to a custom landing page we designed and built for Stonewell, engineered around the luxury buyer's decision process and tuned for mobile, where the overwhelming majority of clicks come in.
View the live landing pageStraight from the ad account
The North County San Diego cold-traffic ad set, exactly as it sits inside Meta Ads Manager today.
Meta reports 14 leads here; the actual total is 15. Platform under/over-reporting by one lead is common and expected.
An ongoing partnership, not a one-time launch
Getting the campaign live was step one. The reason this system actually produced a signed $363,000 project in 45 days is because of the work that happens every single week after launch.
Campaign optimization
Always tuning, never set-and-forget
We review ad performance weekly: which hooks are pulling, which audiences are converting, which creatives are fatiguing. We rotate in new variations, kill underperformers, and rebalance budget toward the angles that are bringing in the highest-intent luxury buyers.
Hands-on training
Tom owns the conversation
We trained Tom on exactly how to handle inbound leads the moment they hit his phone: what to say on the first call, how to qualify quickly, how to book the onsite, and how to use the CRM to track every lead from first click to signed contract. The system only works if the operator works it, so we made sure he was confident in every step.
Continuous support
A real partner on call
Tom has a direct line to our team. Strategy calls, quick questions about a specific lead, tweaks to automations, copy changes on the landing page, we move on it. This is not a vendor relationship, it's an embedded marketing partner that adapts as his business grows.
The full scope of work for Stonewell covers strategy, creative production, landing page design and development, CRM build-out and automation, lead routing, weekly optimization, performance reporting, training, and ongoing support. Every piece of the system is owned, monitored, and improved by our team so Tom can stay focused on what he does best: building world-class pools and outdoor living spaces.
The result
$5,678 in ad spend. One signed contract for $363,000.
Funnel
- 15 leads
- 13 phone calls
- 4 onsite visits
- 1 signed project
Return
On a $5,678 ad investment, Tom signed a $363,000 luxury build, a return of more than 63x on ad spend, in the first 45 days of his campaign being live.
That's exactly the outcome we set out to deliver: a small number of the right buyers, a manageable pace, and a system Tom can stay fully hands-on with on every project.