Construct Capital Drives ROI with CRM, PPC and SEO

Construct Capital is a home services organization operating across multiple major markets in Texas. They partnered with Black Propeller to improve marketing performance and gain clearer insight into how their ad spend translated into actual revenue.

Their primary goal was to connect marketing efforts directly to business outcomes by improving attribution and using that data to drive smarter decisions across PPC and SEO.

Construct Capital faced significant gaps in tracking and attribution. Their CRM was not fully integrated with their marketing platforms, leading to incomplete or inaccurate data.

Key features like call tracking and web form attribution were underutilized, making it difficult to understand which campaigns were driving leads, jobs, and revenue.

Without reliable data, both paid search and SEO efforts lacked the clarity needed to optimize effectively, resulting in inefficiencies and missed opportunities.

We focused on building a strong data foundation by integrating CRM insights directly into paid and organic strategies.

First, we audited and optimized their CRM setup to ensure accurate tracking across all lead sources. This included aligning phone numbers with campaigns and implementing structured tracking for web form submissions.

We then built custom workflows to capture source, medium, and campaign data, allowing every lead and job to be tied back to its originating channel.

With accurate attribution in place, we refined paid search campaigns to prioritize high-performing segments and reduce wasted spend.

From an SEO perspective, we used these insights to better understand which services and queries were driving real revenue, allowing us to align content and targeting with high-value search intent.

With accurate data and improved visibility, performance increased across the board.

In the first three months, marketing efforts generated over $327,000 in revenue, representing a 153% increase from the previous period.

Efficiency also improved significantly, with the expense-to-income ratio decreasing by 110% and cost per lead and job both declining.

At the same time, the number of sold jobs increased by 76%, driven by better targeting and improved lead quality.

The result was a more data-driven strategy – connecting CRM, PPC, and SEO to deliver measurable growth and long-term efficiency.