Arbor Building: a lead engine for a Sydney renovation builder
Arbor Building is a Sydney residential builder specialising in renovations and bathrooms. I ran their growth function end to end: content strategy, video production and editing, landing pages, and paid media on Meta and Google, all feeding a pipeline the team could actually run.
Website leads from Meta
Average cost per lead
Projects won
Quoted and proposed, open
Lead figures from Meta Ads Manager, September 2026: $8,887 spend across 11 campaigns, 8,854 Instagram profile visits alongside the 46 leads. Pipeline figures summarised from HubSpot plus work closed since, rounded because the CRM is a working tool rather than a ledger.
The brief
Referrals and word of mouth had carried the business, but they arrive in bursts and the founder had no way to turn enquiry volume up or down. The ask was a predictable flow of qualified renovation and bathroom enquiries, without hiring an in-house marketer.
Nothing was in place: no content cadence, no landing pages, no ad account history and no CRM. The job was to build the whole engine, then run it.
Content and video
The content strategy was built around what a builder already has: finished projects, sites in progress and a founder who can explain the work. A monthly plan turned each project into walk-throughs, before-and-afters and short answers to the questions every client asks.
I produced and edited the video myself. Short vertical cuts fed Instagram and the Meta campaigns, and longer walk-throughs sat on the landing pages as proof.
Landing pages and paid media
Two landing pages, one for renovations and one for bathrooms, each with a short quote form. Meta campaigns were split the same way at the top of the funnel, with Instagram traffic campaigns building the profile audience and a bottom-of-funnel retargeting layer behind them. Google Ads captured people already searching for a renovation builder in the area.
Across the two lead campaigns, $6,022 of spend produced 46 website leads at a blended $131 per lead. The three Instagram campaigns delivered 8,854 profile visits for $2,560.
Pipeline
Every enquiry lands in a HubSpot pipeline with thirteen stages from new enquiry to project scheduled, each with a weighted close probability, so the founder can see forecast revenue rather than a list of names.
Since launch the pipeline has taken in 89 enquiries. Six projects have been won so far, worth just over $1M between them, including a second-storey addition at $600k. More than $7.5M of quoted and proposed work is open, spread across scope drafting, quotes, design proposals and approvals.
Against $8,887 of Meta spend, that is a pipeline built for a few thousand dollars, which is why the founder now treats the ad budget as a dial rather than a cost.