Case study · Deck building
Tennessee Deckworks: $158K+ in closed revenue from 67 booked appointments in 90 days
From price-shoppers and "just exploring" inquiries to a calendar of premium deck projects.
- About
- Deck builder in Tennessee selling premium projects, with an average deal of $15K+.
- Industry
- Deck building
- Location
- Tennessee, US
- Timeframe
- 90 days
Scope of work
- Offer and positioning
- Facebook ad campaigns
- Lead qualification
- Appointment booking funnel
Key results
Challenge
Tennessee Deckworks was already running Facebook ads and getting activity, but not the right buyers. The calendar filled with small jobs and tire-kickers instead of premium projects.
- Inquiries with no budget clarity or real intent
- Price shoppers comparing five contractors
- "Just exploring" homeowners months away from a decision
- Ad spend going out with no predictable return
Our approach
- 1
High-intent campaigns
Creative and targeting built for homeowners already planning a deck, and to put off casual browsers.
- 2
Pre-qualification first
Budget, timeline and homeowner status checked before a lead reached the team.
- 3
Appointment-first funnel
The goal was a booked onsite estimate, not a name and a phone number.
The data
Facebook campaign results over the 90 days. As creative was tested, cost per lead fell while lead quality rose.
| Campaign / ad creative | Leads | Ad spend | Cost / lead |
|---|---|---|---|
| Before/After | Dynamic Creative (Primary) | 51 | $3,661.88 | $71.80 |
| Video Creative Testing 1 (11/3/25) | 21 | $1,275.54 | $60.74 |
| Video Creative Testing 1 Dup (11/10/25) | 14 | $892.84 | $63.77 |
| Gameday Video Ad (9/21/25) | 8 | $653.87 | $81.73 |
| Static Creative Testing 3 (8/30/25) | 15 | $540.47 | $36.03 |
| Video Creative Testing 4 (8/24/25) | 7 | $437.24 | $62.46 |
| Broad Targeting Campaign (8/18/25) | 167 | $10,518.73 | — |
Results
- $158,000+ in closed revenue from real jobs, not pipeline promises
- $225,000+ in active pipeline still in progress
- 67 onsite appointments from 180+ leads, a 37% lead-to-appointment rate
- $15,000+ average deal size: premium projects, not repair work
What we learned
- The problem was never the ads. It was the system behind them: campaign structure, a qualification layer and an appointment-first follow-up.
- A 37% lead-to-appointment rate means more than one in three leads became a booked site visit.
Want a pipeline like this?
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