3D Entrepreneur Général · General contracting & renovation · Google Ads — Search · 2026
How a Laval general contractor bought 233 renovation enquiries
Renovation leads are famously expensive and famously unqualified. This launch produced 233 tracked enquiries at roughly CA$52 apiece by refusing most of the category's search volume.
233
tracked enquiries
124 forms + 109 calls, eight months
The results, up top — every number is in the strip below
233
tracked enquiries
124 forms + 109 calls
~CA$52
per enquiry
CA$12,230 ÷ 233
124
form submissions
eight reported months
109
phone calls
seven reported months
24
calls from ads
no site visit required
01 — The challenge
The most competitive local category there is, entered from zero.
3D Entrepreneur Général is an RBQ-licensed residential general contractor in Laval, handling renovations, additions, balconies and construction design — project work measured in weeks and tens of thousands of dollars.
General contracting is the hardest local auction in Quebec. Lead aggregators bid aggressively on every renovation term because they resell the same enquiry three times. A contractor entering that auction with a generic "renovation Laval" campaign is bidding against companies whose economics are completely different from his.
“I do not want fifty tire-kickers. I want the five people who actually have a project, a budget and a permit — the rest cost me a day of phone calls and produce nothing.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
So the account was built to be small and specific from the first day.
02 — Our approach
Buy project types, not the word "renovation".
Campaigns were built around named project types the business genuinely wants — additions, balconies, specific renovation scopes — rather than the generic category terms the aggregators dominate.
Both enquiry routes were tracked from launch: the form for people who want to describe a project, the phone call for people who want to talk it through. They are reported separately here, 124 and 109.
No year-over-year figure appears on this page. This account has eight reported months and no comparable prior period, so every number is an absolute.
03 — What we did
Project-type campaigns, two enquiry routes, launch reported as absolutes.
A deliberately narrow account in a deliberately noisy category.
Project-type structure
Bid on scopes, not on the category
Additions, balconies and named renovation scopes instead of "renovation Laval", which is where lead aggregators concentrate their budget.
Recreated Google Ads campaign table
Dual enquiry routes
Forms and calls tracked independently
124 form submissions and 109 phone calls, reported separately. Contractors need to know which channel produced the work.
Conversion action breakdown
Ad-call tracking
Added calls placed from the ad itself
24 calls came straight out of the ads without a site visit — a route that would be invisible without call-extension tracking.
Calls-from-ads trend
Launch reporting
No manufactured growth percentages
Eight reported months, no baseline. Absolutes only.
Monthly enquiry volume
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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