How We Increased Qualified Leads by 307% for MHX Designs
A complete digital marketing overhaul spanning website, advertising, local search, and attribution that grew not just lead volume, but the number of qualified homeowners who matched MHX Designs' ideal customer profile.
More Leads Wasn't
the Real Problem.
MHX Designs is a premium remodeling and design firm known for delivering high-touch, white-glove service to homeowners undertaking significant renovation projects.
While the company had invested in multiple marketing channels (including Google Ads, Local Services Ads, Facebook Ads, Yelp Ads, and Google Business Profile), its digital marketing infrastructure lacked cohesion. The website was outdated, tracking was inconsistent, and advertising campaigns were generating too many low-intent inquiries.
The business needed more than just additional leads. It needed more qualified leads from homeowners who matched its ideal customer profile.
A comprehensive overhaul focused on three objectives
- 1Increase qualified lead volume
- 2Improve advertising efficiency
- 3Build reliable attribution across every marketing channel
One Connected Marketing System
Rather than patching individual channels, we rebuilt the entire ecosystem so every part reinforced the others.
Website Redesign & Launch
We designed and launched a new website built around conversion optimization and user experience.
- Modernized design and branding
- Mobile-first optimization
- Improved page speed and usability
- Stronger lead-generation pathways
- Enhanced conversion opportunities
- Better alignment with MHX Designs' premium positioning
Google Ads Restructuring
We conducted a complete audit and rebuild of the Google Ads account.
- Campaign restructuring
- Keyword refinement
- Bid strategy optimization
- Audience targeting improvements
- Landing page alignment
- Conversion tracking implementation
Local Services Ads (LSAs)
We refined service selections toward high-value remodeling categories and optimized profile imagery to showcase craftsmanship, increasing visibility while attracting stronger-fit prospects.
- Prioritized high-value, lower-competition categories
- Optimized project imagery and presentation
- Continuous lead-quality monitoring
Google Business Profile
We enhanced the Google Business Profile to drive local visibility and tighter integration with the rest of the marketing stack.
- Profile optimization
- Service category improvements
- Local visibility enhancements
- Better integration with website and ads
Facebook & Instagram
Recognizing luxury remodeling as a high-consideration purchase, we used Meta for brand awareness rather than direct lead-gen, running cost-effective upper-funnel campaigns targeting the top 20% of household income across the service area.
Yelp Advertising
Once attribution revealed Yelp consistently produced fewer qualified opportunities than Google Ads, we strategically stopped Yelp spend and reallocated that budget to Google Ads.
Turning Phone Calls Into a Measurable Asset
A significant portion of MHX Designs' opportunities came through phone calls rather than forms, and without proper call tracking, many of those conversions were unattributed or mis-attributed. We implemented CallRail as the central call tracking and attribution platform to fix it.
Dynamic Number Insertion
Unique phone numbers displayed by traffic source let us attribute every call to where it actually came from:
Conversion Tracking Integration
We integrated CallRail across the measurement stack so qualified calls were reported as conversions and tied to their source:
Better Marketing Decisions
With reliable attribution in place, MHX Designs could finally see which channels generated real conversations, not just clicks. That visibility let the business:
Attracting the Right Homeowners
As a luxury remodeler, MHX Designs benefits most from homeowners planning substantial projects, not price shoppers. We focused heavily on audience refinement and intent-based targeting.
Geographic Targeting Refinement
Using historical performance data, we identified the service areas that consistently produced higher-quality opportunities.
- Prioritized higher-income markets
- Focused on neighborhoods fitting the ideal client profile
- Excluded lower-performing ZIP codes
Eliminating Low-Intent Searches
A detailed search-term analysis surfaced keywords associated with tire-kickers. Expanding negative keyword lists let us:
- Reduce wasted advertising spend
- Improve lead quality
- Increase sales efficiency
- Focus budget on higher-intent searches
Systematic Ad Copy Testing
Continuous A/B testing of headlines, descriptions, and calls-to-action helped attract lower-funnel prospects further along in the buying journey, and more likely to become qualified opportunities.
More Leads, Better Leads, Lower Cost
The overhaul didn't just move one number; it improved volume, quality, and efficiency at the same time.
Lead volume increased 184% year-over-year.
A much larger share of inquiries matched the ideal customer profile.
Qualified lead volume increased by approximately 307%.
Cost per conversion decreased by approximately 40%.
Strong Multi-Channel Lead Generation
Rather than relying on a single source, MHX Designs built a diversified ecosystem (YTD attribution).
Notably, Google Business Profile emerged as a major acquisition channel, generating a significant volume of high-intent local leads.
Key Outcomes
- 184% increase in total leads
- 307% increase in qualified leads
- Qualified lead rate increased from 35% to 50%
- 40% reduction in Google Ads cost per conversion
- New conversion-focused website launch
- Optimized Google Ads campaigns
- Improved Local Services Ads performance
- Enhanced Google Business Profile visibility
- Complete cross-platform attribution and reporting
- Improved marketing efficiency and lead quality
Over 3× More Qualified Leads,
Built to Keep Scaling.
Glasswell Digital transformed MHX Designs' digital marketing infrastructure by combining website modernization, advertising optimization, local search improvements, and comprehensive attribution tracking.
The result was a scalable lead-generation system that produced significantly more qualified opportunities, reduced acquisition costs, and delivered complete visibility into marketing performance.
By focusing not only on volume but also on quality, MHX Designs generated over three times more qualified leads while positioning the business for sustainable long-term growth.