United Building Solutions: Engineering Performance-Led Growth Through Intent-Driven Paid Acquisition

Branding

United Building Solutions (UBS), a construction services provider, needed to transform its underperforming paid media efforts into a consistent source of qualified leads. Despite running Google Ads, the campaigns lacked structure, intent alignment, and measurable outcomes. Make My Brand stepped in to rebuild UBS’s paid acquisition strategy from the ground up—focusing on high-intent search behavior, call-driven conversions, and a performance model designed to generate real business impact.

What was the main challenge in this project?

UBS’s existing paid media setup was limiting both visibility and lead quality due to several structural issues: Campaigns were loosely structured with no clear alignment to specific services or user intent. Optimization focused on increasing clicks rather than driving meaningful conversions like calls or inquiries. No dedicated funnel existed for capturing high-intent leads, especially phone-based inquiries. Conversion tracking and attribution were either incomplete or unreliable. Landing experiences lacked relevance and urgency, reducing the likelihood of action. The overall system lacked the clarity and control needed to turn search demand into consistent, qualified leads.

What was your solution or approach?

Through a Growth-as-a-Service engagement, Make My Brand rebuilt UBS’s paid media ecosystem into a structured, intent-driven performance engine: Intent-Led Campaign Architecture: Reorganized campaigns around service-level intent, separating search, call-only, and inquiry-based flows for better targeting and optimization. Conversion-Centric Bidding: Shifted bidding strategies toward actions that directly impact revenue, with a strong emphasis on phone calls. Call-Driven Funnel Design: Aligned ads, extensions, and landing pages to prioritize click-to-call actions, especially for mobile users. Tracking & Attribution Setup: Implemented accurate conversion tracking to measure calls, leads, and campaign effectiveness. Continuous Performance Tuning: Introduced ongoing optimization cycles, including keyword refinement, bid adjustments, and budget reallocation based on real data.

What was the outcome or impact for the client?

The restructured paid media strategy delivered measurable improvements across key performance metrics: Impressions scaled from 114 to over 25,700, significantly increasing market visibility. Clicks grew from 7 to 562+, reflecting stronger engagement from relevant users. Conversions increased from 2 to 107+, indicating improved lead capture efficiency. Generated 320+ high-intent inbound phone calls, establishing calls as the primary conversion channel. Transformed paid media into a consistent, performance-driven lead acquisition system. By aligning campaign structure with user intent and prioritizing high-value actions, MMB enabled United Building Solutions to move from low-impact ad activity to a predictable, scalable source of qualified demand.