/ case study — ADU Builder
ADU Pals: a marketing system built lead-gen first.
An ADU builder that wanted the marketing system to do the selling — not just the showing. We built a site and campaigns tuned for one thing: booked calls with qualified ADU buyers.
- Client
- ADU Pals
- Trade
- ADU Builder
- Location
- San Diego, CA
- Timeline
- 2024 — ongoing
/ the build
Site shipped — desktop and mobile.
Scroll inside either mockup to explore the live page — no loading the external site, no hit to your experience.
adupals.com
/ before
Website that informed — but didn't convert.
Prior site did a fine job showing ADU projects, but visitors didn't have a clear path to book. Lead volume was low, and what came in was slow to follow up on. Any paid ad spend hit a site not built to qualify.
/ what we built
A lead-first site and a paid-ads system built to match.
- 01
Conversion-focused rebuild
Every page pointed at one action: book a consult. Project showcase kept — reframed as proof, not navigation.
- 02
Local SEO baked in
Service pages per city + ADU category. Schema. Internal linking tuned for ADU long-tail.
- 03
Paid ads launch
Google Search for intent, Meta for creation of demand. Both routed to landing pages with qualifying questions.
- 04
Automation layer
Instant reply, missed-call text-back, calendar self-book. Leads don't sit — they convert.
/ what changed
Pipeline built from a quiet start.
The new site converted at a meaningfully higher rate than the old. Paid ads had somewhere to route that actually closed. Pipeline grew steadily over the first two quarters — not from volume spikes, but from compounding conversion on every channel.
/ services used