Case Study · Construction · Pittsburgh

Every enquiry in one pipeline.
Spend follows the cheapest lead.

Incline Homes is a Pittsburgh general contractor that builds homes, renovations, additions, concrete and decks. Its old website presented it as a custom-home builder only. We rebuilt the site, ran its Facebook and Google ads and social media, and put every form, ad and chat enquiry into one pipeline, so the budget could go where enquiries actually came from.

Modern dark-clad home built by Incline Homes in Pittsburgh, rear elevation with concrete steps

7.7×

Cheaper leads from Facebook than search

Enquiries in the first two months of ads

4×

Form starts on the cost-first page

56%

Of September enquiries from Facebook ads

Three-storey infill home with dark vertical siding built by Incline Homes

About the client

A general contractor, sold online as a home builder.

Incline Homes has built in Pittsburgh since 2016: new homes and custom builds, kitchens, baths and basements, second-storey and garage additions, office build-outs, concrete and decks. Most of that work had no presence online. The old Squarespace site presented one service, so most of what the company sells had no page to rank and nowhere to send an ad.

2016

Building in Pittsburgh since

Service hubs on the new site

Allegheny

County, the ad area

The challenge

Many trades, but a website and a lead form built for one.

A contractor with a modest budget can't afford to guess which channel works. Before any money went into ads, three things stood in the way.

One service online

The old site presented a custom-home builder. Renovations, additions, concrete and decks had no pages, so there was nothing for search to rank and nowhere to send an ad.

A form that priced out small jobs

The first Facebook lead form's lowest budget option was $300k–$450k. A kitchen or a roof had no answer to pick, and the form produced zero leads.

Search terms full of competitors

Google classes home building as housing, which rules out ZIP-code targeting. In the first month, 49 of 81 search terms were other builders' names.

The fix

So we built one pipeline, then let the numbers pick the channel.

The system

Same two questions, every way in.

A Facebook form, a landing-page wizard and a chat all ask for the project type and the budget, with the same answer options. The result is one record that can be compared with every other enquiry, whichever channel it came through.

Incline Homes · Lead pipelineone field contract · every channel

Incoming

Facebook instant form

Ad D · “One finished house, room by room”

What kind of work are you planning?

New home build

What budget range are you working to?

$300k–$600k

Contact

Name · phone · email

Pipeline record

channelFacebook ads

routeInstant form · ad D

project_typeNew home build

budget_range$300k–$600k

Saved to lead pipelineBefore any email is sent

Incline team notifiedEmail with project + budget

Confirmation sentEnquirer hears back right away

Sample enquiries, not customer data · field names and answer options from the live forms

What powers it · four components

A website for every trade

A full rebuild off Squarespace: 5 service hubs, 11 sub-service pages and about 17 project pages, with LocalBusiness and FAQ schema and 301 redirects from the old Squarespace domain.

One field contract

The Facebook form, both landing-page forms and the chat agent share the same keys and answer options. Each enquiry is saved before any email goes out, so no lead depends on an inbox.

An AI chat agent

Robin sits on the paid landing pages and catches visitors who won't fill in a form. It asks the form's questions and writes the answers to the same pipeline. Both of October's Google-ad enquiries came through it.

Spend follows the lead

A monthly report deck compares cost per enquiry across channels. The Facebook budget went to the ad that produced leads, and Google search moved from roofing to concrete when roofing clicks cost five to eight times more.

The website

Every trade on the homepage.

incline-homes.com

Incline Homes website homepage on desktop: Pittsburgh Home Builder & Construction Company

Incline Homes website homepage on a phone

White modern kitchen renovation by Incline Homes with island and pendant lights

Renovations

Concrete

Results · September–October 2026

Where the enquiries actually came from.

7.7×

Lower cost per lead on Facebook than on Google search, September

56%

of September's enquiries came from Facebook ads (9 of 16)

8 of 9

Facebook leads came from a single ad, so the budget moved to it

4×

More form starts on the cost-first landing page than the offer-first one

Women aged 45–54 took 9% of the Facebook budget and produced 44% of the leads. The targeting followed what the data showed, not who we expected the buyers to be.

September report

Meta ads breakdown

23 → 16rows to real enquiries

11enquiries in October

0 → 9Facebook leads after the form fix

1pipeline for every channel

Figures from Incline Homes' ad accounts and lead records, 1 September to 30 October 2026. Spam, test submissions and duplicates are excluded. We show ratios rather than the client's spend.

Do you know which channel your cheapest lead comes from?

Tell us what you build and where your enquiries come from now. We'll map the website, the ads and the pipeline that would answer that question every month.

Start a brief

Every enquiry in one pipeline.
Spend follows the cheapest lead.

A general contractor, sold online as a home builder.