A 4-month audit of your analytics, advertising, and on-site funnel has surfaced one insight that changes everything — and three plans to act on it.
The story you've been told — "the advertising stopped working, money down the drain" — is wrong, but it's not exactly right either. The traffic is real and the calls are real. The problem is everything that happens after the click.
Your pages don't pull people in. Your marketing isn't being measured. Your funnel leaks at every stage between visitor and signed contract.
Service pages average 7 sessions while a single promo page hit 231. Hero areas don't sell, copy reads like a brochure, no proof above the fold, no clear next step. Visitors arrive, scroll, and leave.
Google Ads runs without conversion tracking. No Local Services Ads. No retargeting. No geo-pages for the suburbs that actually pay. Every dollar optimizes toward "any click" instead of "a homeowner ready to remodel."
27 of 30 people abandon the contact form. Calls aren't logged. There's no follow-up sequence. No reminder, no nurture, no second touch. A motivated lead today is a forgotten lead tomorrow.
99 first-time calls + 26 repeat. Your bathroom remodeling Google Ads campaign drove 113 sessions with a 62.8% engagement rate — premium quality traffic.
Out of 30 people who started filling out your contact form, only 3 finished it. That's 27 motivated leads abandoning before "submit."
GA4 has zero "key events" configured. Every phone call, every SMS, every form — invisible to you and invisible to Google Ads' optimization.
Industry benchmark for home services: 35-45% engagement rate.
Your numbers are at the top of the range — meaning more budget would scale linearly.
Google Ads is bidding blind. It can't optimize toward leads it doesn't see.
GA4 tracks page_view, scroll, and first_time_phone_call automatically — but none are configured as Key Events. Google Ads imports nothing.
The result: every dollar of ad spend optimizes for "anyone who clicks" instead of "people who call." Worse: your reports show $0 ROI because the system doesn't know what success looks like.
Fix: 30 minutes of configuration unlocks 4 months of historical data and 100% of future data.
30 people tried to contact you. 27 gave up before pressing submit.
10% form completion is catastrophic. Industry standard is 35-50% for high-intent contact forms. Possible causes: too many required fields, no social proof near the form, no auto-response setting expectations, or a technical bug on submit.
At your average ticket size of $20-40k, each abandoned lead represents potential $2-4k in margin. 27 abandoned forms × even 5% close rate = $27k-54k in walked-away revenue over four months.
Fix: 3-field form (name, phone, project type) + instant Telegram alert + auto-response promising a callback in 2 hours.
Your developer wants $8,000 for the platform itself. The site lives on his infrastructure.
The current site is built on a proprietary platform. You can't touch the code. Every change goes through one person. The Sucuri firewall blocks all non-US traffic (including any agency you'd hire to audit it). And the day that relationship ends, the website ends.
Beyond ownership: the structure itself can't convert. Service pages get 7 sessions while the standalone /promo-campaign/bathroom-remodeling/ got 231 — proof that conversion-focused page design works, you just have it on one page instead of every page.
Fix: A WordPress site you fully own, with every service page built like that promo page — but better.
Below — what we'd do, what we wouldn't, and why. Every option is real. Some move the needle, some look productive but don't. The picks are based on what works for home-services businesses in your size and market.
Most agencies sell the marketing first because it's where their margin is. We do it backwards on purpose: a leaky funnel wastes every dollar that lands in it, and a weak site makes even free traffic underperform. Tracking, form, follow-up — those are week one.
Once leads can actually reach you and the site can actually convert, more traffic is a multiplier instead of a refill. That's when ad budget earns its keep.
You're a family business with 15 years of work, 35 five-star reviews, and a free-estimate offer competitors charge for. The only thing missing is the digital infrastructure to turn that into a predictable lead pipeline.
20-30 trackable leads/month. 5% site conversion. Google Ads spending efficiently. Cost per lead: $300-500.
40-50 leads/mo. Google LSA running. Geo-pages ranking. Email list of 200+. Cost per lead drops to $200-300.
60-80 leads/mo. 50%+ organic traffic. 60+ Google reviews. Cost per lead: $100-200. Premium pricing power.
Each plan delivers a website you fully own. They differ in the marketing engine attached to it.
Fix what's broken. Own what you build.
Best for: teams running their own marketing who need a foundation that doesn't leak leads.
Discuss Plan AFoundation + the marketing engine that fills it.
Best for: teams ready to scale from word-of-mouth to predictable lead flow.
Discuss Plan BBecome the obvious choice in Chicagoland.
Best for: aggressive growth — doubling team size, premium positioning, becoming the name suburbs recommend by default.
Discuss Plan C| Metric | Today | Plan A | Plan B | Plan C |
|---|---|---|---|---|
| Tracked leads / month | ~3 form, 30 calls untracked | 35-45 | 60-80 | 100-130 |
| Site conversion rate | <1% | 3-4% | 5-7% | 7-10% |
| Cost per lead | unknown | $300-500 | $200-350 | $120-250 |
| 90-day total investment | $10k ad spend (no return) | $3,500 | $16,000 | $28,500 |
| Expected closed projects | 2-3 | 8-12 | 14-22 | 22-35 |
| Expected revenue (avg $25k) | $50-75k | $200-300k | $350-550k | $550-875k |
* Projections based on industry benchmarks for home remodeling in Chicagoland metro. Assumes maintained 15-25% close rate from qualified lead to signed contract.
The build is the slow part. While we're building, we're also fixing your current site's tracking and Google Business Profile — so you start seeing improvements before launch.
GA4 conversion tracking goes live. Google Business Profile cleaned + 5 fresh photos. Review request sent to last 10 clients. Google LSA application submitted.
Wireframes approved. WordPress + JetEngine environment provisioned. Service page templates built. Portfolio + blog content migrated.
25-50 geo-landing pages generated. Forms + webhooks wired to Telegram + email + CRM. SEO schema markup. Performance & mobile QA.
DNS cutover. SSL. 301 redirects from old URLs. Search Console verification. Tracking validation across all paths.
Google Ads campaigns rebuilt with proper landing pages and conversion goals. Facebook campaigns activated. LSA goes live (if approved).
First weekly KPI dashboard. Initial A/B tests. First blog content published. Optimization cycle begins.
We build infrastructure for businesses that have stopped scaling because their tools are fighting them, not helping them.
For ADS, we've already done the hardest part: read every page of your site, mapped 4 months of analytics down to the hour, audited every campaign, and identified exactly which dollar of your $2,500/month was wasted and why.
The plans above aren't templates. They're built for your numbers.
Pick a plan to discuss, or talk through which fits your goals. The call is free; the analysis above is already paid for in the time we spent learning your business.
This proposal is valid for 30 days from May 5, 2026.
Croscor · Pavel Popravkin · dm.popravkin@gmail.com
