Turning Clicks into Clients: How JB Custom Drywall Grew Their Lead Pipeline with Digital Ads
“We knew we had the expertise—what we needed was a way to connect with more homeowners who needed our services. Keystone Click delivered.”
– JJ McGuire, President, JB Custom Drywall
JB Custom Drywall
Your go-to drywall experts in Southeastern Wisconsin
JB Custom Drywall is a trusted name in drywall repair, installation and remodeling services for both residential and commercial properties. Serving the greater Milwaukee area and Southeastern Wisconsin, they have built their reputation on fast project completion, reliability and superior customer satisfaction. Their commitment to quality and efficiency has made them a preferred choice for homeowners looking to renovate or repair their interiors.
The Challenge
Struggling to reach the right customers
Despite their excellent reputation, JB Custom faced a challenge that many local businesses encounter: reaching homeowners at the right time. Relying on word-of-mouth and outdated marketing methods wasn’t enough to sustain predictable business growth. They needed a strategic approach to connect with homeowners actively searching for drywall repair, painting and insulation services, particularly in a competitive market.
The Objectives
A digital-first approach to lead generation
JB Custom partnered with Keystone Click to build a paid advertising campaign that would:
- Increase the number of qualified leads
- Boost quote requests from phone calls and website contact forms
- Achieve a 100% return on ad spend (ROAS)
- Optimize for seasonality to ensure consistent lead flow
The Strategy
Precision-targeted digital advertising
Keystone Click implemented a data-driven approach to attract and convert new leads for JB Custom Drywall.
Analysis
To understand JB Custom Drywall’s ideal customers, Keystone Click conducted extensive research on audience behavior, geographic demand, and seasonal trends. They identified that demand fluctuated across different services:
- House painting peaked from March to September
- Insulation demand surged from October to March
- Drywall repair remained steady but spiked in late fall and early spring
Insights
Performance data showed that standard Search Ads had high competition, making cost-per-click a crucial factor. The introduction of Google Performance Max campaigns allowed Keystone Click to capture additional traffic and optimize ad spend efficiency.
Strategy Execution
Keystone Click structured the campaign around three core tactics:
- Top-of-Funnel (TOF):
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- Google Search Ads targeting homeowners in key Wisconsin counties
- Multiple ad creatives emphasizing expertise, speed, and reliability
- A/B testing of headlines, descriptions, and CTAs to refine messaging
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- Middle-of-Funnel (MOF):
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- Retargeting ads to remind potential customers about JB Custom Drywall’s services
- Customer reviews and completed project images to build trust
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- Bottom-of-Funnel (BOF):
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- Strong CTAs like “Call Now for a Free Quote”
- Seasonal promotions to increase conversions during slower months
The Results
More leads, more calls, and a stronger online presence
With a strategic advertising plan in place, JB Custom Drywall saw remarkable growth in their lead generation efforts:
- 124,000 impressions boosted brand awareness
- 5,090 clicks at a 4.10% CTR showed strong ad engagement
- 736 conversions from form submissions and phone calls
- 584 raw leads were generated
- 100% ROAS ensured every dollar spent translated into revenue growth
“The results have been significant. We’re consistently getting more calls and form submissions, and we now have a marketing system that works all year long.”
– JJ McGuire, President, JB Custom Drywall
Ready to Grow Your Business with Strategic Digital Marketing?
Turn clicks into customers with a proven marketing strategy
If you’re looking to attract more leads, drive consistent business growth, and maximize your ad spend, Keystone Click is here to help. Contact us today to learn how we can create a targeted digital marketing strategy tailored to your industry.
