Home Services Case Study

Shade Pros — From Empty Pipeline to 588 Leads

An outdoor living and patio cover company with barely any online leads became a lead generation machine through Meta Ads, Google Ads, a custom website launch, and aggressive SEO growth.

588

Leads from Meta Ads

116

Google Ads Conversions

63%

Organic Keyword Growth

13×

GSC Growth

The Challenge

No Online Pipeline for a Growing Outdoor Living Company

Shade Pros specializes in louvered pergolas, patio covers, and outdoor living structures. When Findable signed them in August 2025, they had barely any online lead generation — relying on referrals and word of mouth to fill their project pipeline.

Outdoor living is a competitive market, and the projects are high-value ($5K–$30K per installation). But without a digital presence, Shade Pros was invisible to homeowners searching online for patio covers, pergolas, and shade solutions.

They needed a complete marketing system: a new website, ads that generate qualified leads, and SEO to build long-term organic visibility.

The Strategy

New Website + Meta Ads + Google Ads + SEO

Custom website launched December 2025 — fast-loading, mobile-first, designed for high-AOV project inquiries with before/after galleries and consultation CTAs.

Meta Ads lead generation campaigns targeting homeowners in the service area — before/after transformation photos are the highest-converting ad format for outdoor living.

Google Ads for high-intent searches — "louvered pergola", "patio cover installation", "shade structure" campaigns driving homeowners ready to buy.

SEO foundation with service area pages, project galleries, and product-specific content to build organic visibility for long-tail outdoor living keywords.

The Results

Results by Channel

Meta Ads

588

Total Leads

Lead Gen + DPA

Strategy

588 leads generated — the primary pipeline driver

Before/after transformation creative outperforms all other formats

Homeowner targeting by zip code and interest

Lead form + landing page A/B testing for conversion optimization

Google Ads

116

Conversions

Search + PMax

Campaigns

116 conversions from search and Performance Max campaigns

High-intent keywords: "louvered pergola", "patio cover installation"

Supporting role to Meta Ads as secondary conversion channel

SEO & Website

63%

Keyword Growth

13×

GSC Growth

18+

Keywords Ranked

Authority Score

New website launched Dec 2025 — immediate organic traction

18 organic keywords and growing (63% increase)

13× Google Search Console growth since launch

#1 for branded term, cracking into competitive commercial terms

47.6% commercial intent keywords — strong purchase-oriented mix

The Journey

Timeline

August 2025

Findable Signs Shade Pros

Barely any online leads. Relying on referrals and word of mouth. No digital presence.

Aug–Nov 2025

Meta Ads Launch

Lead gen campaigns go live. Before/after creative starts generating leads immediately.

December 2025

New Website Launches

Custom-coded website goes live. Organic indexing begins. Conversion rates improve.

Jan–Jun 2026

Pipeline Full

588 leads from Meta + 116 from Google Ads. Organic growing 63%. Pipeline is full.

Key Takeaways

What This Proves

Meta Ads are the lead gen engine for home services. 588 leads from Meta vs 116 from Google — for visual, high-AOV home improvement projects, Meta Ads dominate.

Before/after creative is gold. Transformation photos stop scrollers and generate the highest conversion rates for outdoor living and home improvement.

Speed to pipeline is real. Shade Pros went from zero online leads (August 2025) to full pipeline in under 6 months.

A new website accelerates everything. Google Ads convert better, SEO starts indexing, and Meta Ads landing pages improve — the website is the foundation.

The System Behind the Results