C
Case Study · Home Services
Eco Choice got the whole engine, not a channel.
Windows and doors is a considered purchase in a brutal auction. So we didn't run ads at a leaky funnel. We built the pages, the creative, and the conversion program as one system.
Web Build Performance Creatives Paid Media CRO Zoho CRM
The Thesis
Most agencies would have taken the ad budget and called it a day. The ads are the last thing we built.
The Brief
The objective, and what stood in the way.
The Objective
Turn a Vaughan-based windows and doors manufacturer into a predictable growth engine. Qualified quote requests week in, week out, with every dollar accountable from first click to closed install. Not more traffic. More installs.
The Challenge
The category is savage. A considered, high-ticket purchase with a long decision cycle, seasonal demand, and an auction flooded with discount messaging. The inherited account was flat: broad keywords, one-size ad copy, repair-intent clicks burning budget, and no way to tell which ad actually produced a quote. Traffic without a conversion system would have burned the budget faster.
The Bet
Build the whole engine before scaling spend. Understand the buyer first, rebuild the accounts around intent, give every click a page built to convert, and wire attribution through to the CRM so the results are facts, not feelings.
The North Star · Set Before Launch
Hard projections modeled on Eco Choice's first-party data and industry benchmarks, signed off before a dollar of media ran. Everyone knew the target. Everyone knows the score.
Quote Volume RampCost Per Quote RangePayback Window
The Personas
We reverse engineered the buyer.
Before a single dollar of media ran, we mapped who actually replaces windows in the GTA and what makes each of them move. Four personas. Four hook families. Every ad below answers to one of them.
Persona 01
The Comfort Seeker
"One room is a freezer. The next one is a sauna."
The Hook
Windows built for maximum home comfort.
+9 in marketStaticUGCLo-Fi
TOF · MOF · BOF
Persona 02
The Bill Fighter
"Why is hydro up again? Nothing changed."
The Hook
Your A/C isn't the problem. Your windows are.
+11 in marketStaticMotionUGC
TOF · MOF · BOF
Persona 03
The Light Sleeper
"The street might as well run through our bedroom."
The Hook
Noise keeping you up at night?
+7 in marketStaticMotionTestimonial
TOF · MOF · BOF
Persona 04
The Curb Appeal Buyer
"The house is great. The front of it isn't."
The Hook
Transform your home. From the outside in.
+8 in marketStaticCarouselHi-Fi
TOF · MOF · BOF
Dozens of creatives per persona. Static, motion, hi-fi, lo-fi, UGC. Built for every funnel stage: TOF hooks, MOF proof, BOF offers. Financing rides with all four.
The Build
Four layers, one scoreboard.
01. Pages
Designed and built the conversion pages first: offer-led landing pages with quote flows engineered for a high-ticket considered purchase, not a generic contact form.
02. Creative
Produced the ad system in-house: static offer ads, UGC-style video concepts, and carousel formats, each angle mapped to a real buying trigger. Comfort, energy cost, curb appeal, financing.
03. CRO
Live experimentation on the quote flow from day one, run through Zoho PageSense. Every batch of creative feeds learning back into the pages, and every page test feeds back into the ads.
04. CRM
Every quote request lands in Zoho CRM with its source attached. Speed-to-lead automations fire in minutes, not days, and closed revenue ties back to the exact ad that started it. That is the scoreboard everything else answers to.
The Timeline
Zero to engine in eight weeks.
Mar 30
Kickoff. Access, tracking, and the account audit start the same week.
Apr 8
Paid media management live on Google and Meta.
Apr 17
Performance dashboard live. Landing page first draft in the client's inbox.
Apr 23
Creative batch one delivered: ten statics, five video scripts.
May 23
Video ads approved in the morning, in market the same day.
The Search Rebuild
Google, rebuilt from intent up.
01. Audit
We inherited a flat account: broad keywords, one-size ad copy, and repair-intent traffic quietly burning budget on a company that sells replacements.
02. Search, by intent
Ad groups split by what the searcher actually wants: window replacement, door replacement, tilt and turn, brand. Headlines pinned so the offer never rotates out of position one.
03. Performance Max
PMax runs on curated asset groups built from the Meta-proven creative, so Google's machine learns from hooks that already won, not stock guesses.
04. The negative wall
Repair, parts, DIY, rental. Blocked before they spend a dollar. Then every search click lands on an angle-matched dynamic page.
Google Ads · Account StructureRebuilt Apr 2026
Eco Choice · GTA
├─ Search · Window Replacement · intent
├─ Search · Door Replacement · intent
├─ Search · Tilt & Turn · niche intent
├─ Search · Brand Defense
├─ PMax · GTA · assets from Meta winners
└─ Shared negatives · repair · parts · diy · rental
Conversion signal flows back from Zoho CRM, so the machine optimizes to quotes, not clicks.
The Motion
Hooks are tested, not guessed.
Five scripts went to camera. Every hook is a hypothesis: the format, the first line, the first frame. Winners graduate into statics, headlines, and the landing page itself.
Hook · Did You Know
Showroom authority
The owner on camera, product within reach. Credibility you can't stock-photo.
Hook · Comparison Demo
Show, don't tell
Triple pane next to builder grade, held side by side. The demo does the convincing.
Hook · Comment Reply
Real questions win
Replying to real homeowner comments. Questions beat claims, so this format fed the static batch and the page copy.
The Scoreboard
Every ad earns its budget, or loses it.
Creative analytics run on every test: hook rate, hold rate, return on spend. Winners scale the same week. Losers die before they burn budget. The scoreboard decides, not opinions.
Spend This Month
$38,400 +24%
Blended ROAS
3.8x +0.6
Creatives Live
14
Video
Comment Reply · Energy
Spend$9,120+41%
ROAS4.6
Hook score
Convert score
UGC Reply Video"Bill Fighter" Persona
Image0% Financing Static
Spend$8,450+32%
ROAS5.2
Hook score
Convert score
Offer-First Banner"Payment Planner" Persona
ImageMax Comfort Static
Spend$4,210+12%
ROAS2.1
Hook score
Convert score
Feature Call-Out"Comfort Seeker" PersonaTesting · More Data
ImageEntry Doors V1
Spend$1,980-64%
ROAS0.6
Hook score
Convert score
Offer-First Banner"Doors" PersonaKilled · Budget Moved
Illustrative example. Figures are sample data, not client results.
The Attribution
Every quote knows which ad sent it.
No more "leads are up, not sure why." Source, campaign, creative, and page angle ride with every lead from first click to closed revenue inside Zoho CRM.
- Touch 01 · MetaHomeowner stops on the Comment Reply energy ad. UTM tags fire on the click.
- Touch 02 · Landing PageLands on the campaign page. The angle, the creative, and the session ride along.
- Touch 03 · Quote FormSubmits the quote request. Duplicate-submission handling means one lead, one record, one notification.
- Touch 04 · Zoho CRMLead record created with full source data. Speed-to-lead automation fires in minutes.
- Closed · Revenue Posts BackThe win posts back to the exact ad that started it. That's what the scoreboard runs on.
Zoho CRM · Lead Record#EC-4821
Lead
Homeowner · Etobicoke
Source
Meta · Paid Social
Campaign
Prospecting · Bill Fighter
Creative
Comment Reply · Energy Hook B
LP Angle
drafty-windows
First Response
11 minutes
Lead Cost
$230
Close Rate
27.5%
Sale Value
$32,000
ROAS
38x
New ✓
Contacted ✓
Quote Sent ✓
Won
Sample record shown. Field mapping mirrors the live Zoho CRM build.
The Work
Straight from the working files.
Eleven statics. Five video scripts. One brand system. Everything below shipped to Meta, concepted and produced in-house.
The Output
The creative wall. All Eco Choice.
Statics, UGC video, carousels. Concepted, designed, and tested in-house for one client, in one month. Hover to stop the line.
Static · OfferMeta
Static · ComfortMeta
Static · Curb AppealMeta
Static · EnergyMeta
Video Ad · Hook AReels
Static · BrandMeta
Static · SoundMeta
UGC Reply · SoundReels
Static · DoorsMeta
Static · OfferMeta
Static · ComfortMeta
Static · Curb AppealMeta
Static · EnergyMeta
Video Ad · Hook AReels
Static · BrandMeta
Static · SoundMeta
UGC Reply · SoundReels
Static · DoorsMeta
Static · BrandMeta
Static · Curb AppealMeta
Static · 40% OfferMeta
Static · EnergyMeta
Video Ad · Hook BReels
Static · ComfortMeta
UGC Reply · EnergyReels
Static · FinancingMeta
Static · DoorsMeta
Static · BrandMeta
Static · Curb AppealMeta
Static · 40% OfferMeta
Static · EnergyMeta
Video Ad · Hook BReels
Static · ComfortMeta
UGC Reply · EnergyReels
Static · FinancingMeta
Static · DoorsMeta
Next
If you sell windows and doors, this is your sign.
You just read the playbook. Personas, pages, creative, hooks, targeting, CRO, CRM. One team, one scoreboard. The only thing missing is your brand on the wall.