How Paid Media Helped an Atlanta Exterior Contractor Turn Decks Into a New Growth Vertical
The Challenge
Finding New Growth Beyond an Increasingly Competitive Core Service
This established Atlanta exterior contractor had historically prioritized siding as one of its most important and profitable service lines. As the Atlanta siding market became increasingly competitive, consistently generating qualified opportunities through paid search became more challenging.
Instead of simply pushing more budget toward a tougher market, Elevation Marketing used paid media to test an adjacent service the contractor was already equipped to deliver: decks.
The Approach
Using Paid Search to Test – and Validate – a New Service Vertical
Elevation launched targeted Google Ads campaigns around high-intent deck searches and evaluated performance against actual lead quality – not just platform-reported conversions.
The initial tests worked. Continued testing produced the same pattern: homeowners were actively searching for deck replacement, repair, rebuilding and installation, and paid search was consistently generating booked opportunities.
The strategy included:
- Dedicated Google Ads campaigns for high-intent deck searches
- Geographic targeting across priority Atlanta-area markets
- Keyword and search-term optimization based on actual lead quality
- Form and call tracking through Google Ads, CallRail and WhatConverts
- Manual lead review using the contractor’s booked-lead data
- Budget adjustments based on lead demand and operational capacity
The Services
- Google Ads Management
- Deck Lead Generation
- Campaign & Budget Optimization
- Lead Quality Review
- Paid Search Strategy
- Keyword & Search Intent Strategy
- Call & Conversion Tracking
- Performance Reporting
The results
476
Booked Deck Opportunities Generated
Paid media generated 476 deck opportunities that the contractor marked as booked across tracked forms and phone calls from 2024 through 2026.
$258
Average Cost per Booked Deck Lead
2+ YEARS
Of Repeatable Deck Lead Generation
Results use the contractor’s own booked-lead designation rather than relying solely on advertising-platform conversion counts.
The Bigger Win
Paid Media Didn’t Just Generate Leads. It Helped Identify Where the Business Could Grow.
Repeated paid-media testing demonstrated strong homeowner demand for deck services and helped validate decks as a viable growth vertical for the contractor.
By 2026, paid deck investment was intentionally reduced for several months as the company managed substantial deck demand coming from multiple marketing channels. When additional capacity became available, paid investment increased again.
The result: paid media became more than a lead-generation channel – it became a tool for identifying and validating a meaningful new business opportunity.
