Specialist trades · Blinds & shading
Doubling booked jobs at the same ad spend
Specialist trades business had a strong product and a quiet calendar. The Meta account looked fine, the website looked fine, the quotes were not landing. We rewrote the path a homeowner walks from ad to in-home measure - without changing the budget.
Booked jobs
2.4×
Cost per lead
−46%
Quote-to-job rate
31% → 58%
Ad spend
unchanged
01 - The situation
Specialist trades business had been running paid social against the standard category playbook - discount-led offers, lifestyle imagery, generic landing page. Click-through was healthy. Form-fills were dropping. The team had cycled through three creative refreshes in a year and the booked-job number had not moved.
On the call, the answer was already visible. The ad was selling a product. The homeowner was buying a decision they had been putting off for two years. The funnel had no language for that decision anywhere.
02 - What we did
Two weeks of customer interviews and quote-call recordings surfaced the actual hesitation - not price, not style, but trust in who would turn up at the front door. We rebuilt the offer, the page, and the post-enquiry sequence around that single hesitation.
- New page architecture - installer-led proof above the fold; product range pushed below.
- Lead form rewritten to qualify on readiness, not budget. Junk enquiries dropped immediately.
- Post-enquiry sequence - three short messages from the installer who would actually attend, sent in the first 36 hours.
- Ad creative rebuilt around the same three hooks the page proved out - not the other way round.
Homeowners weren't choosing blinds. They were choosing a person to let into the house.
03 - The outcome
Booked jobs more than doubled inside the quarter on the same ad budget. The quote-to-job conversion rate almost doubled in parallel, which is the number the business actually compounds on. Specialist trades business now run the funnel as an ongoing engagement.