2,361 basement renovation leads from Meta and Google.
How we built a two channel lead engine for a Toronto Basement Contractor: Meta to bring in a steady flow of homeowners at $59.21 per lead, and Google to catch people actively searching for a basement contractor right now.
Big projects need a steady pipeline.
A basement renovation is one of the biggest projects a homeowner will take on. Every lead is valuable, but homeowners take their time, compare contractors and only reach out when they trust you. The goal: keep the calendar full of real homeowners asking for quotes, month after month, whether they were just starting to think about a reno or ready to hire this week.
Feast or famine
Busy months and quiet months make it hard to plan crews and keep the team working.
Ads that reach the wrong people
Broad ads reach plenty of people who rent, just moved or are not ready to renovate.
Missing ready-to-hire searchers
People typing “basement contractor near me” are ready now. If you are not there, a competitor is.
Two channels, two jobs.
Meta and Google reach homeowners at different moments. We gave each one a clear job so they worked together instead of competing.
Reaches homeowners in the right neighbourhoods before they start searching, with urgency offers and real project photos and video. Instant lead forms make it easy to ask for a quote.
Shows up when homeowners search for a basement contractor, by postal code, radius and city. These people already know they want a renovation and reach out by phone or form.
Target the right homes
On Meta we moved from area focused targeting to postal codes and higher earning neighbourhoods. On Google we ran postal code, radius, exact match and city focused Search campaigns.
Offers with urgency
A “3 Spots Left” fall offer on Meta brought in 150 leads at $41.03 each, the lowest cost of any campaign. A short Black Friday special added more.
Count only real leads
On Google we only count calls from ads, website calls and form submissions. Map direction clicks and other light actions are left out, so every number here is a real person reaching out.
Always testing
34 Meta ads and 39 Google Search campaigns were tested over the period. Winners got more budget and tired ads were replaced with fresh content.
Expanding into Ottawa
In September 2026 we launched dedicated Ottawa campaigns to build a pipeline in a new market without disrupting the GTA.
2,361 homeowners asking for a quote.
Across both channels, the business received 2,361 leads: 1,331 Meta lead form submissions and 1,030 Google calls and form fills. Total ad spend was $534,957.75, for a blended cost of $226.58 per lead.
| Channel | Leads | Cost per lead | Spend |
|---|---|---|---|
| Meta (6 lead campaigns) Most leads | 1,331 | $59.21 | $78,805.27 |
| Google (calls + forms) | 1,030 | $442.87 | $456,152.48 |
| Both channels | 2,361 | $226.58 | $534,957.75 |
Meta: the volume engine
| Campaign | Leads | Cost per lead | Spend | Impressions | Reach |
|---|---|---|---|---|---|
| 2026 localized campaign | 775 | $54.51 | $42,242.11 | 1,369,148 | 301,402 |
| 2026 postal code targeting | 228 | $55.41 | $12,634.43 | 317,988 | 103,779 |
| Fall special: 3 Spots Left Lowest cost | 150 | $41.03 | $6,154.70 | 116,607 | 26,025 |
| Area focused launch (summer 2025) | 112 | $101.65 | $11,385.24 | 310,166 | 96,093 |
| Ottawa expansion (Sept 2026) | 54 | $100.31 | $5,416.96 | 156,479 | 46,189 |
| Black Friday winter special | 12 | $80.99 | $971.83 | 23,911 | 12,797 |
| All six Meta campaigns | 1,331 | $59.21 | $78,805.27 | 2,294,299 | n/a |
A simple “3 Spots Left” offer brought in 150 Meta leads at the lowest cost of any campaign. Homeowners thinking about a renovation often just need a reason to stop waiting. The top ad, “Don’t Miss Out,” brought in 114 leads on its own.
Google: people ready to hire
| Lead type | Leads |
|---|---|
| Website form fills | 643 |
| Calls from website | 187 |
| Calls straight from the ad | 102 |
| Google lead forms | 98 |
| Total Google leads | 1,030 |
| Top Google Search campaigns | Leads | Clicks | Spend |
|---|---|---|---|
| Postal code targeting Most leads | 225.20 | 4,761 | $71,515.30 |
| City focus (location terms) | 104.44 | 2,425 | $30,889.72 |
| Exact match | 104.33 | 3,187 | $44,730.67 |
| Radius targeting | 77.72 | 1,899 | $35,475.85 |
| All locations test | 72.41 | 1,382 | $25,976.25 |
Google reports some leads in fractions because it shares credit between ads when a homeowner clicks more than once before reaching out.
Straight from the ad accounts.
No rounded numbers, no cherry picked days. These are the live results from Meta Ads Manager and Google Ads.
What this means for your renovation business.
Meta brings in volume at under $60 a lead. Google catches people ready to hire today. Together they kept the pipeline full.
“3 Spots Left” and “Don’t Miss Out” were the strongest messages. Urgency moves people off the fence.
Calls and form fills are what matter. Counting map clicks would have made Google look better, but it would not book more jobs.
Dedicated Ottawa campaigns let a new area build up without disrupting the markets that already work.
Want a pipeline like this
for your business?
Free 30-minute strategy call. We’ll look at where your leads come from today, show you where you’re leaving jobs on the table, and tell you exactly what we’d change.