We Heard You
Your team is ready to grow. The leads need to keep up.
"I just need more because we are aimed to be bigger."
You're currently spending $25,000/month on Yelp, Thumbtack, and Houzz. Those platforms deliver shared leads that go to multiple contractors at once. You're competing for every appointment before a conversation even starts.
The Appointment Engine is different. It's not a campaign. It's a connected system: targeted ads that find the right homeowners, conversion-optimized pages that capture them, AI that responds within seconds, and automated follow-up that keeps your company top of mind until they book. Every piece works together. Every appointment is exclusive to you.
What Your Experience Tells Us
You've already tested the market. Here's what we're building on.
You've run Google Ads before. Your first campaign actually worked and generated leads. That tells us something important: the demand is there. Bay Area homeowners are actively searching for remodeling services. The opportunity is real.
How the System Works
Five connected layers. Each one makes the others stronger.
Google Search Ads (PPC)
The foundation. We put Inspired Builders in front of Bay Area homeowners the moment they search for remodeling services. Broad keyword coverage, every service type, across the full Bay Area geography.
Campaign Architecture
We build separate campaigns for each service type so every dollar is targeted and trackable. No broad, generic campaigns that waste spend.
Keyword Strategy
- Separate campaigns by service: kitchen remodel, ADU, full home, additions
- Tight keyword themes per ad group (exact + phrase match)
- Negative keyword filters block waste: DIY, jobs, ideas, tutorials, images, free, cheap
- Geo-targeting across the full Bay Area with bid adjustments by city performance
- Device optimization (60%+ of remodeling leads come from mobile)
Custom Landing Pages
- Dedicated landing page for each service campaign (kitchen, ADU, full remodel, additions)
- Built specifically for conversions: clear offer, social proof, one call-to-action
- No sending traffic to your homepage or a generic "services" page
- Ongoing conversion rate optimization (CRO): we test headlines, layouts, forms, and CTAs to continuously improve your lead-to-appointment rate
- Pages load fast, work on mobile, and match the ad message exactly
Search Demand in Your Market
Thousands of Bay Area homeowners search for remodeling services every month. Here's a snapshot of the opportunity by service category:
| Service Category | Monthly Searches (Bay Area) | Avg. CPC | Competition |
|---|---|---|---|
| Kitchen Remodeling | 400-700 | $8-$18 | High |
| ADU / Additions | 500-900 | $15-$45 | High |
| Full Home Remodel | 200-400 | $12-$25 | Medium |
| General Contractor | 600-1,200 | $4-$12 | High |
| "Near Me" Service Terms | 400-800 | $10-$30 | High |
| Cost / Quote Intent | 300-500 | $6-$15 | Medium |
| Home Renovation (broad) | 500-1,000 | $5-$12 | Medium |
Sources: Google Ads industry benchmarks (BG Collective, LocalIQ, 2026), Bay Area metro estimates. Ranges reflect seasonal variation and keyword groupings.
With this keyword strategy targeting all service types across the full Bay Area, $8-10K/month in ad spend is just the starting point. The search volume is there.
Retargeting: The Safety Net
On average, over 95% of people who visit a landing page leave without taking action. That doesn't mean they're not interested. It means they're not ready yet. Most ad setups let those visitors walk away forever. The Appointment Engine brings them back.
How Retargeting Works
- We install tracking on every landing page from day one (separate tags for Google and Meta platforms)
- When someone visits your kitchen remodel page but doesn't call or fill out a form, they enter your retargeting audience
- Over the following days and weeks, they see Inspired Builders ads as they browse websites, watch YouTube, scroll Facebook, and use Instagram
- You stay top of mind while they compare options, talk to their spouse, or wait on their timeline
The Lead Magnet: A Different Ask
- Not everyone is ready to book a consultation. Pushing the same "call us" message to someone who already said no doesn't work
- Instead, retargeting ads offer a free resource: something like "The Bay Area Homeowner's Guide to Remodeling Costs in 2026"
- Lower commitment. They give us their name and email in exchange for something genuinely useful
- Now they're in the system. The lead nurture sequence takes over, delivering value until they're ready to book
- We're not asking for the appointment yet. We're earning the relationship first.
This is where the layers of the Appointment Engine compound. Ads bring traffic. Landing pages convert the ready buyers. Retargeting catches the ones who aren't ready yet. The lead magnet gives them a reason to stay connected. And the nurture sequence keeps Inspired Builders top of mind until the day they are ready. No lead falls through the cracks.
Google Local Service Ads (LSA)
Runs alongside your search campaigns. Different placement, different lead type, same system.
Google Local Service Ads High Intent
- Google Guaranteed badge shows above all other ads (including PPC)
- You pay per lead, not per click
- Higher booking rate than standard ads (leads are calling directly, not browsing)
- We handle full application, profile setup, and ongoing management
- Live within days of application approval
ROI Tracking & Attribution
You'll know exactly where every appointment comes from and what it costs. No black boxes. No guessing.
What We Track
- Call tracking: dedicated phone numbers per campaign, so every call is attributed to the exact ad and keyword that generated it
- Form submissions tracked per landing page with source attribution
- Cost per lead and cost per qualified appointment broken out by campaign and service type
- Which keywords and ads are driving real appointments vs. tire-kickers
What You See
- Monthly reporting dashboard with spend, leads, appointments, and cost-per-appointment by channel
- Campaign breakdown: which services generate the most appointments at the lowest cost
- Keyword performance: top winners and losers by conversion
- Monthly strategy call to review results, agree on appointment count, and plan next month's optimizations
Ongoing Optimization
Launching the system is step one. The real value is in what happens after:
- ✓ Pause underperforming keywords, scale winners
- ✓ A/B test ad copy and extensions
- ✓ Adjust bids by time of day and device
- ✓ Expand negative keyword list as data comes in
- ✓ Test headlines, hero images, and form layouts
- ✓ Optimize call-to-action placement and copy
- ✓ Add social proof elements (reviews, project photos)
- ✓ Improve page speed and mobile experience
Meta Ads (Facebook / Instagram)
Once Google is proven and generating appointments, you may want a third source. Meta Ads reach homeowners who aren't actively searching but match your ideal client profile: specific income brackets, home values, and relevant interests. We build qualification forms to filter out low-intent leads. Meta management pricing discussed in our strategy session.
What Happens After the Click
This is where most agencies stop. This is where we start.
Running ads gets people to your page. But what happens next determines whether that click becomes a $50,000 remodeling project or a name that sits in an inbox until the lead goes cold. The Appointment Engine doesn't stop at the click.
Ads alone
The Appointment Engine
AI Appointment Setter
Your salespeople are closers. They shouldn't be chasing first responses at 11pm on a Tuesday.
How It Works
- Every new lead gets a text response within 30 seconds, day or night
- AI engages in natural conversation: answers basic questions about your services
- Qualifies the lead: right project type, right area, real homeowner
- Books a consultation directly on your team's calendar
- Hands off a pre-vetted appointment with full context to your salesperson
Why This Matters
- We're not replacing your sales team. We're removing the bottleneck between "lead comes in" and "salesperson has a conversation"
- Your 6 salespeople should be closing, not playing phone tag with unqualified inquiries
- Leads come in at all hours. Your AI doesn't sleep, take breaks, or forget to follow up
- Every lead gets the same fast, professional first touch, every time
Automated Lead Nurture
Not every lead is ready to book today. That doesn't mean they're lost.
Industry data: 30-40% of leads are lost to slow or no follow-up. These aren't bad leads. They're homeowners who are still comparing options, waiting on a permit, or not quite ready to pull the trigger. Without a system, they disappear. With the Appointment Engine, they don't.
What the nurture sequence does:
- ✓ Automated email drip delivers value-add content that keeps Inspired Builders top of mind
- ✓ Sequences designed around the remodeling buyer journey: inspiration, planning, decision
- ✓ Multiple touchpoints over weeks so you stay in front of leads who aren't ready yet
- ✓ Fully automated. Your team doesn't lift a finger. The system does the follow-up.
- ✓ When a nurtured lead is ready to book, the system re-engages and books the appointment
Think of it this way: every dollar you spend on ads generates leads. Some book immediately. The rest used to disappear. The Appointment Engine recovers them. That's not extra spend. That's extracting full value from the spend you're already making.
Two Ways to Work Together
Choose the model that fits how you think about spend
What The Appointment Engine Looks Like at Scale
As your appointment volume grows, your all-in cost per exclusive appointment drops below what you're currently paying for shared leads. Every appointment is yours alone.
| Qualified Appointments | Ad Spend | Our Fee | Total Monthly | Cost Per Appointment |
|---|---|---|---|---|
| 20 appointments | $8,000 | $4,000 | $12,000 | $600 |
| 40 appointments | $14,000 | $4,000 | $18,000 | $450 |
| 60 appointments | $20,000 | $4,000 | $24,000 | $400 |
| 80 appointments | $25,000 | $4,000 | $29,000 | $363 |
| Qualified Appointments | Ad Spend | Base + Appt Fee | Total Monthly | Cost Per Appointment |
|---|---|---|---|---|
| 20 appointments | $8,000 | $2,000 + $1,500 | $11,500 | $575 |
| 40 appointments | $14,000 | $2,000 + $3,000 | $19,000 | $475 |
| 60 appointments | $20,000 | $2,000 + $4,500 | $26,500 | $442 |
| 80 appointments | $25,000 | $2,000 + $6,000 | $33,000 | $413 |
60 appointments highlighted = your target to close the gap. Ad spend goes directly to Google. Fees shown at quarterly billing rates.
You pay per qualified appointment, not per lead. Raw form fills, wrong-area inquiries, spam, and no-shows don't count. Only real homeowners with real projects who actually book a consultation.
Option A: Simple & Predictable
Monthly: $4,200/mo.
Option B: Performance-Aligned
Monthly: $2,200/mo base. Per-appointment fee invoiced monthly.
Ad spend is separate and goes directly to Google. We recommend starting at $8,000-$14,000/month, scaling based on how many appointments you want to generate. You control the budget.
What counts as a "qualified appointment"?
The Complete Appointment Engine Includes
Phased Rollout
Phase 1 Launch
- LSA application and profile setup
- Google Ads campaign build and launch
- Dedicated landing pages per service
- Call tracking setup
- AI appointment setter live
Phase 2 Optimize + Expand
- Optimize campaigns based on real appointment data
- Scale budget on winning campaigns
- Lead nurture sequences activated
- Landing page CRO in full swing
- Add Meta Ads if desired