Imperial Building Services | Marketing Audit

The goal

Get Google and Meta ads live, properly tracked, pointed at one clear website, with a fast follow-up process behind them so quotes actually convert. Everything below is what decides whether that happens, not a reason to wait.

What we found, and what it actually costs

Two websites, two phone numbers, one business, so nobody can say which number the next real enquiry actually rings

Checked 20 September 2026: imperialbuildingservices.net.au (phone 0422 673 525) and ibs-wa.com.au (phone 0475 395 014, email jamie@ibs-wa.com.au, plus a Gmail address, imperialbuildinggroup@gmail.com, published elsewhere). Both carry the same BRN 10349 and the same owner, Jamie Hatton.

So that once ads are live, a call-tracking number can only point at one phone, not two. So that when we report "this campaign produced 14 calls," neither of us can prove how many actually reached you. So that you'd be paying for leads you can't fully verify closed.

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 a dollar of ad spend goes out.

See the first domain →

There's no organic safety net underneath your paid spend, so every enquiry has to come from an ad that's already working, not a page that's already ranking

Ahrefs, checked 20 September 2026: imperialbuildingservices.net.au ranks for exactly 2 keywords in Australia. One is your own business name. The other is "building services", a generic, non-local term, 300 searches a month, ranking position 10, earning 4 visits a month. No suburb terms, no "kitchen renovation [suburb]" or "home extension [suburb]" terms rank at all.

So that 100 per cent of your future lead flow depends on the ad being right from week one, there's no existing traffic to coast on while it gets optimised. So that the offer and the targeting have to land close to immediately, not eventually, or nothing shows up at all.

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 slower, parallel SEO build once ads are proving out, not a prerequisite to starting.

We couldn't find a tracking pixel or Google Analytics on either site, which means right now nobody, us included, could tell you which ad actually produced a real enquiry

Checked the page source of both imperialbuildingservices.net.au and ibs-wa.com.au on 20 September 2026: no Google Analytics, Google Tag Manager or Meta Pixel code found in either. A static check like this can miss a tag that loads in a way we can't see from outside, so this needs a direct look inside the account before we treat it as confirmed.

So that once ads run, "it's working" becomes a feeling instead of a number. So that we can't tell you honestly which keyword or which platform to put more money behind. So that budget decisions get made on a guess instead of a receipt, which is exactly the mistake that's cost other businesses real, avoidable money.

The fix: Before any spend goes live: install GA4 and a Meta Pixel (or confirm they're already there and just invisible 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.

You've built a real following, 463 Facebook likes and 539 Instagram followers, and the one review platform we could check shows 'Not yet rated' on 2 reviews

Checked 20 September 2026: Facebook (@imperialbuildingservices) shows 463 likes but is "Not yet rated" with only 2 reviews. Instagram shows 539 followers and 86 posts. We could not confirm a Google Business Profile review count through the tools available to us, that needs a direct look at the listing itself.

So that someone comparing three builder quotes for a $40k to $80k renovation has almost nothing to de-risk picking you over a competitor in the ten seconds before they decide who to call back. So that jobs you've already half-won on price and quality get lost purely on who looked more legit online, not on the work.

The fix: Get the Google Business Profile claimed and reviewed properly if it isn't already, and ask every finished job for one. It's free, and it's the single highest-leverage thing on this list for winning quotes, not just clicks.

The biggest lever once ads are live won't be the ads. It'll be how fast you follow up, and that's the one thing we can fix before spending anything

Tradie Web Guys, across 500+ Australian trade businesses (Matt Jones, The Site Shed): the average trade business loses 30 to 40 per cent of its leads to slow or missing follow-up. Quoting within 24 to 48 hours wins disproportionately, because most Australian competitors take 5 to 7 days. Job-management tools like ServiceM8, Jobber and Tradify are not CRMs, they don't capture a lead, a common and expensive confusion in trades.

So that if you're one of the average businesses in that 30 to 40 per cent, roughly a third of everything the ad spend produces never actually gets a real, timely conversation. On even a modest campaign producing 15 enquiries a month, that's 4 to 5 real conversations that never happen, not because the ad failed, because nobody called back fast enough.

The fix: Agree a response target before ads go live, ideally under 5 minutes, same-day at the absolute latest, and a simple follow-up cadence behind it: call day 1, text day 3, email day 7, final no-pressure check-in day 14. This is the cheapest lever on this entire page and it costs no ad spend to fix.

Industry benchmark, not a measurement of your own leads, since no campaign is live yet. Cited so the stakes are real before we start, not guessed at afterwards.

The maths

Industry benchmark, not a claim about your own numbers, there's no campaign live yet to measure.

Trade businesses losing leads to slow follow-up, on average (Tradie Web Guys, 500+ AU trades)30–40%

On a modest campaign producing 15 enquiries a month, that's roughly4–5 real conversations

Recovering just 2 of those a month, closed at a typical renovation job valueReal, avoidable revenue

None of that costs a dollar of ad spend, it costs a response-time target agreed before we startThe cheapest fix on this page

The plan, in order

One website, one number

Pick imperialbuildingservices.net.au as the live site, 301 the other, settle on one phone and one email

Tracking confirmed first

GA4 and Meta Pixel verified with a real test event before any ad goes live

Response time agreed before launch

Under 5 minutes where possible, same-day minimum, with a day 1/3/7/14 follow-up cadence behind it

Paid campaign live

Google and Meta running against your highest-value service, since organic isn't there to lean on yet

Reviews compounding

Google Business Profile claimed and asked for on every finished job

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?

Three things, and none of them cost ad spend: pick one website and one phone number, confirm tracking is actually firing, and agree how fast you'll follow up on what comes in. That third one is the biggest lever on this whole page.

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. From there, how fast you personally follow up matters more than almost anything the campaign itself does.

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 the full picture. None of it's a reason to wait, it's exactly what decides whether the ads we run actually turn into jobs once they're live, not just clicks.

Let's lock in the plan on our call.

Chris