Carpentry and joinerySite carpentryShopfittingInterior fit-out

From shared-lead platforms to 30 exclusive enquiries a month: 9 jobs booked and £27,000 monthly revenue from £1,800 lead spend

Plumb Line Carpentry · Birmingham, West Midlands

The challenge

No word-of-mouth network: as a newly self-employed business there were no repeat clients, contractor relationships or referrals, so full-diary weeks were followed by empty ones
Paying to compete on shared-lead platforms: leads from Checkatrade, MyBuilder and Rated People went to several trades at once, so the owner paid for leads already called by three or four competitors
Racing to respond while on site: with hands full, jobs went to whoever answered first or quoted lowest, not whoever was best for the job
Price war: pushed into undercutting just to be noticed
Limited budget: tight cash flow meant every pound of marketing had to bring in work, with no room for months of testing
No follow-up system: enquiries arrived by phone, text, WhatsApp and platform inboxes, quotes went out with no structured follow-up and warm prospects went cold

Conversion-focused website with separate service pages for site carpentry, shopfitting, interior fit-out, dry lining and partitioning, each with clear calls to action, a click-to-call button and a short enquiry form
Optimised Google Business Profile with project photos, service categories, service areas across Birmingham and the West Midlands, and a review-generation process from day one
Local landing pages targeting high-intent searches such as 'shopfitters Birmingham', 'dry lining contractor Birmingham' and 'partition walls installation West Midlands'

Tightly focused Google Ads using commercial-intent keywords only, targeting people ready to hire rather than people researching DIY
Tight geographic targeting around Birmingham and a realistic travel radius
Ad scheduling for the hours when the owner can respond quickly
Strong negative keyword lists to filter out jobs, courses, DIY and low-value searches
Separate campaigns for domestic work and commercial/B2B work (shopfitting, fit-out, dry lining)

Own your leads: a website, Google Business Profile and local landing pages keep working without paying per shared lead
Exclusive enquiries beat shared leads: no racing three or four competitors to the same customer
Commercial-intent keywords and negative keyword lists protect a small budget from DIY and low-value searches
Ad scheduling around the owner's availability means calls get answered while the business is selling, not on site with hands full
Trust wins for a new business: reviews, before-and-after galleries and visible insurance let a new firm compete on more than price
Separating domestic and commercial campaigns matches each buyer's search and decision pattern

Tell us a bit about your business and we'll be in touch within 4 hours to see if we're a good fit.