​The Challenge

Paid search was underperforming due to a lack of segmentation and message alignment.

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At the time:

• Only one Google Ads campaign was running

• All traffic was directed to the homepage

• Messaging did not align with specific services or buyer intent

• Potential customers researching different projects received the same experience

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This approach limited both efficiency and lead quality. High-intent prospects searching for specific services—like glass wind walls or outdoor kitchens—were not landing on pages that spoke directly to their needs.

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The opportunity was clear: align messaging, intent, and user experience to improve conversion performance.

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The Insight

Home improvement buyers search with very specific intent. Someone searching for a replacement composite deck is in a very different mindset than someone searching for four-season space.

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Sending both audiences to the same page created friction and forced potential customers to do the work of finding relevant information themselves.

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To improve performance, the marketing experience needed to:

• Match search intent with tailored messaging

• Reduce friction in the user journey

• Highlight the craftsmanship and credibility of the brand

• Guide visitors toward a clear next step​

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The Strategy

I redesigned the paid acquisition system around intent-driven campaigns and message-matched landing pages. The focus was not just generating traffic, but ensuring every click led to an experience that felt relevant, clear, and compelling.

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The strategy included three major shifts.

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1. Segmented Campaign Architecture

I restructured paid search into multiple campaigns based on service category and customer intent. Instead of one general campaign,

 

I created targeted campaigns for:

• Location Based

• Luxury/Custom Decks

• Mega Decks Television Show

• Problem/Solution

• Brand/Competition Search

• Seasonal Project Interest

 

This allowed each campaign to deliver more relevant ad copy, keywords, and landing experiences tailored to what customers were actually searching for.

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2. Dedicated Landing Pages

Rather than sending traffic to the homepage, I developed service-specific landing pages designed to convert high-intent visitors.

 

Each page featured:

• Clear, intent-driven headlines

• Project photography showcasing craftsmanship

• Focused value propositions

• Trust-building elements such as testimonials and project highlights

• Simplified calls-to-action for consultations

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The goal was to create a seamless path from search → message → action.

 

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