Our System
The Exact System We Use to Fill ADU Builders’ Pipelines.
We don’t just “run ads and hope for the best.”
Why Most General Contractor Ad Campaigns Fail:
Most agencies run the same campaign for every contractor. Same targeting. Same ad format. Same generic landing page. Then they wonder why the results are mediocre.
ADU is different from roofing, HVAC, or kitchen remodels. The homeowner’s decision is bigger, slower, and more emotional. They’re not calling to get a quick quote — they’re thinking about adding a rental unit, housing a parent, or increasing their property value. The sales cycle is longer and the questions are different.
We built our process around that. Here’s how it works.
The ADU Agency System
This is how we work:
Onboarding & Market Research
Before we write a single ad, we learn your market. We look at what ADU types are most in demand in your area (detached? garage conversions? JADUs?), what your competitors are doing wrong, and what homeowner objections are most common in your geography.
This takes about a week. It’s the part most agencies skip.
Campaign Architecture
We decide which channel leads with: Facebook (demand generation — reaching homeowners who aren’t actively searching yet) or Google (demand capture — intercepting homeowners who are already searching). Most clients eventually run both. We map out the campaign structure, audiences, and budget allocation before we touch the ad account.
Ad Creative Development
We write the ad copy. For image or video ads, we brief you on exactly what to shoot or provide — most builders already have great project photos, they just don’t know how to use them. We do the rest.
Creative is tested — we never run one ad and call it done. We run 2–3 variations per audience and let the data decide which one wins.
Landing Page Build
If you’re running our landing page add-on, this is where we build it. A page purpose-built for your campaign — your offers, your service area, your photos. Integrated with a lead form that captures name, phone, email, and a qualifying question so you know before you call whether it’s a serious prospect.
Campaign Launch & Tracking Setup
We install conversion tracking so every lead can be traced back to the specific ad that generated it. This is how we know what’s working and what to cut. Then we launch.
The first 2–4 weeks are the “learning phase” — the algorithm is finding its footing. We watch closely, make adjustments, and don’t panic if week one isn’t perfect.
Weekly Optimization
Every week we review the data: cost per lead, lead quality, audience performance, creative fatigue. We make adjustments — cut underperforming ads, scale what’s working, refresh creative before it burns out.
You get a monthly report with the numbers that actually matter: leads generated, cost per lead, booked calls, and what we’re doing next month.
Common Questions About the Process
Do I need to already have a website?
No. If you’re running ads with our landing page add-on, you don’t need an existing website. We build the page that captures leads. If you want to use your own site, we’ll review it and tell you honestly whether it’s built to convert.
What do I need to provide?
Access to your ad accounts (or we set them up for you), a few photos of completed ADU projects, your pricing range or project minimums, and your service area. We handle the rest.
How do I receive leads?
Leads come in via the form on your landing page. We set up instant notification — text and email — so you hear the second someone fills it out. If you add our CRM setup, the follow-up sequence starts automatically.
What makes your leads exclusive?
We run campaigns for your business only. We don’t run the same campaign for multiple ADU builders in the same market. Your leads are yours.
Want to See How This Would Work in Your Market?
Every market is different. Competition levels, ADU demand, and homeowner behavior all differ. The strategy call is where we map it out for your specific city.