From 8 leads a quarter to 144
DGK was running on Local Services ads alone. We added Search, then Performance Max built around kitchens, baths and additions, and counted only calls and booked consultations. Leads grew every quarter.
DGK Design + Build is a design-build remodeling company in Charlotte, North Carolina. They do kitchens, bathrooms, home additions and whole-home renovations, from Marvin to Myers Park and out to Lake Norman and Waxhaw. The same team designs the project and builds it, and their work has won awards from Houzz, NARI and Chrysalis.
Their sales process starts with a phone call. A homeowner books a first call to talk through the project and a rough budget, then pays for an in-home design consultation. For DGK, a lead is a phone call, and a booked call is the best kind.
Where they started
Before March 2025, the only Google ads DGK ran were Local Services ads, the "Google Guaranteed" listings at the top of the page. Those bring in a few calls, but you can't pick the searches, write the ads or show photos of the work.
People spend weeks looking at kitchens and additions before they call a remodeler. Local Services ads only reach them right at the end of that.
What we built
We added to Google one step at a time.
In March 2025 we launched a Search campaign for people looking for kitchen, bathroom and addition contractors in Charlotte.
In August 2025 we added a small brand campaign, so people searching for DGK by name find DGK at the top.
In October 2025 we launched Performance Max, split by project type into kitchens, bathrooms, home additions and full design-build. Each part has its own photos and copy, so someone looking at kitchens sees DGK's kitchens. Performance Max shows ads on Google Search, Maps, YouTube and the sites people browse, which keeps DGK in front of homeowners for the whole time they're planning.
What counts as a lead
Google Ads can count all kinds of things as conversions, like a website visit, a request for directions or a menu view. Those make the numbers look good without bringing in any work.
We count three things. A call from an ad, a call from the website, and a first call booked through DGK's scheduling page. A remodel starts with one of those, so those are the only things we call a lead.
The result
Leads from Google went up every quarter for a year. These numbers leave out Local Services.
Quarter | Leads | Notes |
|---|---|---|
Q3 2025 | 8 | Search and brand only |
Q4 2025 | 65 | First quarter with Performance Max |
Q1 2026 | 110 |
|
Q2 2026 | 112 |
|
Q3 2026 | 144 | 98 of them booked first calls |
That's 18 times as many leads as the same quarter the year before.
Home additions grew the most
Because Performance Max is split by project type, we can see where the growth came from. Home additions are usually among the biggest jobs a remodeler takes on, and they went from 2 leads in Q4 2025 to 21, then 38, then 63 in Q3 2026. Kitchens went from 5 a quarter to 17, and full design-build projects from 45 to 60.
Seeing it by project type also tells us where to put more money.
More clicks turn into leads
In Q4 2025, about 1 in 21 clicks on DGK's ads turned into a call or a booked call. By Q3 2026 it was about 1 in 12.
Their best month
August 2026 brought in 66 leads from Google, and 53 of them were first calls booked straight onto DGK's calendar. That one month had more booked calls than DGK got from Google in all of 2025 before Performance Max.
We've left their ad spend and cost per lead out.
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