The goal
What we found
You're running two live websites for one business, with two different phone numbers and two different emails
Why it matters: Before a single dollar of ad spend goes anywhere, we need one answer to "which website and which phone number gets the traffic." Split across two domains and two numbers right now, there's no way to know which enquiries came from where, and any call-tracking number we set up has to point at the number you actually answer.
The fix: Pick one domain as the live site (imperialbuildingservices.net.au is the one earning what little organic traffic exists, so it's the natural default), 301 the other one across, and settle on one phone number and one email before ads launch.
The website earns almost no free traffic today, which means paid is starting from zero, not topping up an existing flow
Why it matters: This isn't a criticism, most builder sites your size look exactly like this. It just means the honest starting point for ads is that paid traffic is the only traffic. Every dollar has to work on its own, there's no organic safety net underneath it yet.
The fix: Launch paid first (that's the fast lever), and treat one or two local landing pages for your highest-value service (renovations or extensions) as a parallel, slower-burn SEO play once ads are proving out.
We couldn't find a tracking pixel or Google Analytics on either site
Why it matters: If we launch Google or Meta ads before tracking is verified, we can't tell you which ad, which keyword or which platform actually produced a real enquiry. That's the exact mistake that's cost other clients real money before, we're not repeating it here.
The fix: Before any spend goes live: install GA4 and a Meta Pixel (or confirm they're already there and just not visible to us), and fire one real test event on each before the first ad turns on.
Not fully verified. Confirm directly inside Google Analytics/Meta Events Manager, or by asking Jamie for access, before relying on this.
463 Facebook likes and 539 Instagram followers, and the Facebook page itself shows 'Not yet rated' on only 2 reviews
Why it matters: You've clearly built a real following, which is the hard part. But for a builder, the thing that actually closes a $40k renovation quote against two competitors is a review count and star rating a stranger can see in ten seconds. Right now the one review platform we could check shows almost nothing.
The fix: Get the Google Business Profile claimed and reviewed properly if it isn't already, and start asking every finished job for one. That's free, and it's the highest-leverage thing on this list for winning quotes, not just clicks.
The plan, in order
What's already working in your favour
- BRN 10349, a genuine registered builder licence, stated consistently on both sites.
- Real warranties: the industry-standard 6-year structural warranty, plus your own 12-month extended maintenance guarantee at no extra cost. Most builders don't lead with the second one, and you should.
- A real social following already built (463 Facebook likes, 539 Instagram followers), which is exactly the audience retargeting ads work best against once they're running.
- Five real testimonials already live on the site (Rebecca J., Milo F., Bill S., Thomas M., Jennifer K.), which is more proof than most builders your size bother collecting.
Before we talk
What do we fix before spending anything on ads?
Just the two things that would waste money if we skipped them: pick one website and one phone number, and confirm tracking is actually firing. Both are quick, and neither costs ad spend to fix.
How fast can ads actually go live?
Once tracking's confirmed and we've agreed the offer and target service, a first campaign can be built and running within about a week. The bigger lever after that is how fast you follow up on the leads it produces, response speed inside the first few minutes matters more than almost anything else in closing a quote.
What about the second website and the SEO side?
Not urgent. Once paid is producing real enquiries, we'll fold local suburb pages and the wider SEO work in as a slower, ongoing build, not something to solve before ads start.
That's everything I found. Nothing here is a reason not to run ads, it's exactly the stuff worth sorting before the first dollar goes out, so we can actually tell what's working once it does.
Let's go through this properly on our call.
Chris