Engineering Performance-Led Growth for United Building Solution
MMB partnered with United Building Solution as a construction business advertising partner, rebuilding their Google Ads ecosystem to transform low-volume activity into a scalable, lead-generating engine focused on high-intent construction buyers.
United Building Solutions
Construction
Local/Regional
Phone inquiries
High-urgency service inquiries
Growth-as-a-Service (Performance Google Ads)
562+
Clicks scaled from single digits
25.7+
impressions generated through intent-driven campaigns
107+
tracked conversions across calls and inquiries
320+
high-intent phone calls generated
Reduced CPA through high-intent search terms optimization and improved CTR.
The Challenge
Despite strong demand, United Building Solution was invisible during high-intent searches-losing ready-to-buy customers to competitors every day.
The existing Google Ads setup lacked structure, conversion focus, and scalability. Ad groups were fragmented, bidding was not aligned with business goals, and phone-call attribution was weak—making it difficult to measure real ROI.
Core Gaps Identified:
Ad campaigns were fragmented and used broad “maximize clicks” settings with no conversion focus.
No consistent funnel for call capture and lead routing.
Limited landing page alignment for service intent and poor campaign structure for scaling.
Poor ad score and quality to generate high-intent traffic and conversion.
Funnel and conversion attribution was very weak.
Our Strategic Approach
We deployed a performance-first Growth-as-a-Service model, focused entirely on intent, measurement, and scalability. Instead of chasing vanity metrics, the strategy centered on calls and qualified inquiries, while improving cost-per-conversion through better funnel design and tighter targeting.
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Intent-Led Google Ads Architecture
Rebuilt campaigns around service-level intent, separating call-only, search, and inquiry-focused ad groups for clearer optimization.
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Conversion-Driven Bidding
Shifted away from basic click maximization to conversion-aligned bidding, prioritizing phone calls and high-value actions.
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Call-Focused Funnel Design
Optimized campaigns, extensions, and landing experiences to encourage direct calls during high-conversion hours.
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Performance Visibility
Enabled conversion tracking and call attribution to clearly connect ad spend with real business outcomes.
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Continuous Optimization Model
Weekly performance reviews, keyword pruning, bid adjustments, and budget reallocation to top-performing segments.
Intent-Led Google Ads Architecture
Rebuilt campaigns around service-level intent, separating call-only, search, and inquiry-focused ad groups for clearer optimization.
Conversion-Driven Bidding
Shifted away from basic click maximization to conversion-aligned bidding, prioritizing phone calls and high-value actions.
Call-Focused Funnel Design
Optimized campaigns, extensions, and landing experiences to encourage direct calls during high-conversion hours.
Performance Visibility
Enabled conversion tracking and call attribution to clearly connect ad spend with real business outcomes.
Continuous Optimization Model
Weekly performance reviews, keyword pruning, bid adjustments, and budget reallocation to top-performing segments.
Intent-Led Google Ads Architecture
Rebuilt campaigns around service-level intent, separating call-only, search, and inquiry-focused ad groups for clearer optimization.
Conversion-Driven Bidding
Shifted away from basic click maximization to conversion-aligned bidding, prioritizing phone calls and high-value actions.
Call-Focused Funnel Design
Optimized campaigns, extensions, and landing experiences to encourage direct calls during high-conversion hours.
Performance Visibility
Enabled conversion tracking and call attribution to clearly connect ad spend with real business outcomes.
Continuous Optimization Model
Weekly performance reviews, keyword pruning, bid adjustments, and budget reallocation to top-performing segments.
Engagement Model
Functions & Team involved
Growth-as-a-Service
Ongoing optimization cycles
Dedicated Pod
Paid Media Strategist + Performance Analyst
FReporting Rhythm
Performance dashboards and conversion reviews
Growth-as-a-Service
Ongoing optimization cycles
Dedicated Pod
Paid Media Strategist + Performance Analyst
FReporting Rhythm
Performance dashboards and conversion reviews
Growth-as-a-Service
Ongoing optimization cycles
Dedicated Pod
Paid Media Strategist + Performance Analyst
FReporting Rhythm
Performance dashboards and conversion reviews
Growth-as-a-Service
Ongoing optimization cycles
Dedicated Pod
Paid Media Strategist + Performance Analyst
FReporting Rhythm
Performance dashboards and conversion reviews
What We Did
By applying a performance-first Google Ads framework, we built a structured and scalable acquisition engine for United Building Solution—focused on intent, calls, and measurable ROI.
Growth Area
What we delivered?
Account & Campaign Re-Architecture
ebuilt the Google Ads account with clean, service-based campaign architecture to improve control, scalability, and performance tracking.
Keyword Strategy
Mapped high-intent construction and service-related keywords; removed low-quality and irrelevant terms to improve traffic quality.
Campaign Segmentation
Separated call-focused and inquiry-based campaigns to optimize bidding, messaging, and budgets for each conversion type.
Ad Copy & Messaging
Created conversion-driven ad copy with strong CTAs such as “Call Now for a Free Quote” to increase CTR and inbound calls.
Ad Extensions
Implemented call, location, and structured extensions to enhance ad visibility and drive higher engagement from search results.
Call-First Optimization
Prioritized mobile traffic and peak call hours using device and time-based bid adjustments to maximize call volume.
Landing Page Optimization
Optimized mobile-first landing experiences with prominent click-to-call actions and reduced form friction.
Conversion Tracking
Enabled accurate tracking for phone calls, form submissions, and key engagement actions for clear ROI measurement.
Performance Optimization
Conducted ongoing keyword pruning, bid tuning, and budget reallocation toward top-performing campaigns.
Reporting & Insights
Monitored campaign performance through structured reports to guide data-backed scaling decisions.
Key Insight: A tightly structured Google Ads ecosystem - aligned around service intent, call-driven funnels, and accurate tracking - enabled United Building Solution to move from minimal activity to consistent, high-quality lead generation.
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The Results
The transformation from the campaign’s starting point to its optimized state shows a clear performance lift across every core metric.
Paid Media Performance
| Metric | At Campaign Start | After Optimization | Growth Impact |
|---|---|---|---|
| Impressions | 114 | 25,700+ | +22,456% |
| Clicks | 7 | 562 | +7,928% |
| Conversions (Tracked) | 2 | 107 | +5,250% |
| Phone Calls | 4 | 320+ | +7,900% |
Conversion & Call Performance
| Conversion Type | Result Achieved |
|---|---|
| Total Conversions | 107+ |
| Inbound Phone Calls | 320+ |
| Primary Lead Channel | Phone Calls |
| Conversion Focus | High-intent service inquiries |
Key Insight: By shifting optimization from clicks to conversions and calls, we unlocked scale without sacrificing lead quality - turning paid media into a revenue-driving channel rather than an experimental spend.
The Impact
Phone calls emerged as the strongest-performing conversion action, validating a call-first strategy for construction buyers with immediate service needs.
Client Quote.
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Our Tech Stack & Tools
Our stack consolidates best-in-class tools to ensure every content initiative is data-driven, conversion-focused, and generated for long-term impact.
Paid Advertising
Keyword & Bid Management
Analytics & Tracking
Call Attribution
Landing Page Performance
Reporting & Insights
Collaboration & Execution
Optimization & Testing
Paid Advertising
Keyword & Bid Management
Analytics & Tracking
Call Attribution
Landing Page Performance
Reporting & Insights
Collaboration & Execution
Optimization & Testing
Case Studies
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