Budget was intentionally modest in the early stages, capped between $250 and $350 a week while the channel proved itself. That meant relying on a single ad with generic copy to speak to every buyer at once, and the results reflected it.

Reach stayed thin, leads were inconsistent, and the ones that did come through weren't especially qualified.

A multi ad set campaign for how buyers actually decide.

With research, I proposed a shift: a multi-ad set stack, utilizing Meta's new Andromeda engine, where each ad set could speak to a distinct kind of buyer instead of asking one ad to do all the work.

Growth was
outpacing the
website.

The existing site had been built to speak to an older version of the business, a family-run construction company building custom homes. Cameron had since shifted toward luxury custom builds in the Comox Valley, taking on bigger jobs and a more discerning customer, and the site no longer reflected that.

On top of that, leads had started to stall. Cameron wanted the website itself to carry more of the weight in generating new business, not just sit as a digital brochure.