C&R is a 65 year old, award winning design and build firm with a 4.9 star reputation. The ads are not built for that. In the last 90 days, 11.8 of the conversions Google could tie to a search came from people typing "C&R Remodeling". Everything else bought 2. Here is the audit of Google Ads, Meta, the website and SEO, and a rebuilt site we already made for you.
Google shows search terms for $1,277 of the $2,430. The rest is hidden by Google's privacy thresholds or spent on Display. Of the part we can see:
| Campaign | Type | Spend | Conv. | Cost / conv. | What is wrong |
|---|---|---|---|---|---|
| C&R Remodeling Ads | Search | $872 | 5.5 | $159 | Also running on Display and partners ($179 of the spend). Kitchen and general contractor keywords live in the "Bathrooms" ad group. Bids on brand. |
| Search Leads 2026 | Search | $859 | 2.0 | $429 | $382 on Display and partners with 0 conversions. 4 broad keywords like "renovation contractors" pull handyman and repair searches. |
| Performance Max-1 | PMax | $699 | 17.3 | $40 | The best number is mostly brand: its top search terms are c&r remodeling, c and r remodeling, cr remodeling. It also bought Home Depot, Dewils Cabinets, Radigan Remodeling and Kraft Custom Construction. |
| 4 paused campaigns | Display, PMax, Search | $0 | Clutter from 2021 to 2026, one shows "Paused (System error)". Safe to remove. |
| Search term | Cost | Conv. |
|---|---|---|
| home depot salem oregon | $28.71 | 0 |
| bathroom vanity | $17.86 | 0 |
| barndominiums | $12.54 | 0 |
| lowe's home improvement store near me | $11.29 | 0 |
| house painting services near me | $19.03 | 0 |
| excavation salem oregon | $16.15 | 0 |
| low cost bathroom remodel | $9.09 | 0 |
| affordable bathroom renovations | $1.81 | 0 |
| Competitor and supplier searches | Cost | Conv. |
|---|---|---|
| cherry city interiors (+ salem oregon) | $33.75 | 0 |
| dale's remodeling / dales remodeling | $30.43 | 0 |
| radigan remodeling | $11.96 | 0 |
| asteria bath company | $9.70 | 0 |
| kraft custom construction | $4.74 | 0 |
| thayer design build | $3.03 | 0 |
| keystone granite salem | $18.71 | 0 |
"dales remodeling" is not just a search term, it was added to the account as an exact match keyword.
Smart bidding treats every primary action as a goal. Yours include Smart campaign map clicks, directions, a Google hosted lead form, two "Lead Form" actions that have not fired in months, and a Page views goal.
"Calls from ads" counts every call, so one homeowner calling three times is three conversions at $2 each. Calls from the website are not tracked at all (that action is inactive).
Google applied 3 recommendations on its own between Sep 28 and Oct 4. AI Max is switched on for Search Leads 2026. Both widen targeting without anyone deciding to.
All four ads rate Excellent, the call extension works, and the brand Search ad is fine. The problem is where the ads run and what counts as a win, not the writing.
Priority = impact × ease, out of 25.
| # | Fix | Why | Impact | Ease | Priority | When |
|---|---|---|---|---|---|---|
| 1 | Turn off Display Network and search partners on both Search campaigns | $561 spent there in 90 days, 0 conversions | 5 | 5 | 25 | Today |
| 2 | Add a negative keyword list (cheap, low cost, DIY, Home Depot, Lowes, vanity, handyman, barndominium, modular, jobs, competitor names) | Roughly $750 of non-brand clicks produced 2 conversions | 5 | 5 | 25 | Today |
| 3 | Remove the competitor keyword "dales remodeling" and stop PMax from bidding on C&R's own name | Brand is bought twice, competitors cost money and convert at zero | 4 | 5 | 20 | Today |
| 4 | Fix conversion tracking: one primary lead action, calls counted once and only after 60 seconds, page views removed as a goal | Today 11 actions count as primary, calls count every time, so the bidder is chasing noise | 5 | 4 | 20 | Week 1 |
| 5 | Turn off auto-apply recommendations and AI Max | 3 recommendations were applied without anyone approving them between Sep 28 and Oct 4 | 4 | 5 | 20 | Today |
| 6 | Rebuild Search around kitchens, baths and additions with phrase and exact match, each with its own landing page | 9 broad keywords in 2 ad groups, kitchen keywords sit in the "Bathrooms" ad group, ads land on the homepage and the contact page | 5 | 3 | 15 | Week 2 |
| 7 | Send closed jobs from HubSpot back to Google Ads | HubSpot is already on the site. Bidding on booked consultations instead of form fills is the single biggest lever later | 5 | 2 | 10 | Month 2 |
The ad is a flyer: logo, date, time, three lines of headline and a script font, laid over a washed out kitchen photo. Your project photography is the best asset you have and it is covered up. Click-through is still good (2.4% to 3.6%), which tells us the offer is right.
Each workshop gets a fresh campaign, so the pixel learning resets every month and the September "Copy" campaign spent $42 for zero sign ups. One always-on workshop campaign with the date swapped in the creative keeps the learning.
Nothing runs between workshops, no retargeting of the people who clicked a Google ad or looked at a kitchen page, and the Page and Instagram are not connected to the ad account we can see. Registrations are not tied to booked consultations, so nobody knows what a workshop seat is worth.
Keep the offer. Swap the flyer for real C&R before and after photos and a 15 second video walk through of a finished kitchen. One campaign, date in the creative.
Website visitors and workshop registrants from the last 60 days see project carousels and reviews, and the ask is a free in-home consultation. Top 25% income ZIPs within 25 miles of Salem.
Upload past clients from HubSpot as an exclusion and a seed audience, and pass booked consultations back through the Conversions API so Meta learns who actually hires you.
Tag every workshop registrant in HubSpot. After two workshops we will know how many book a consultation, and what a seat is worth in signed work.
Built in Higgsfield on C&R's own project photography, in your Butler style serif, charcoal, tan and cream, with the real logo. 1080 by 1350 for Facebook and Instagram feeds. Click any ad for the full size file.
Most paid clicks go to /contact/ and the homepage. On a phone the form is 7,400 pixels of scrolling: name, full street address, city, state, ZIP, phone, email, a "how did you hear" question with 9 options, 16 checkboxes and a description. It is a great qualifying questionnaire for a second conversation. As a first step from an ad, it loses people.
The kitchen page says $15,000 to $70,000. The contact form says $20,000 to $150,000+. The About page says "nearly sixty years", the homepage says "over sixty". You opened in 1961, so it has been 65.
Real professional photography of 90+ projects, a clear published process, a 4.9 star profile, a national Contractor of the Year award, a free workshop, and a brand with taste. The new site keeps all of it, including your Butler typeface and colors.
Good news first. C&R ranks #1 in Google for most of the core Salem searches, plus the map pack. All of it comes from one page: the homepage. There is no page that can rank for additions, ADUs, whole house remodels, aging in place, or any town other than Salem.
| Search | Position | Monthly volume |
|---|---|---|
| c&r remodeling | 1 | 70 |
| bathroom remodel salem | 1 | 110 |
| home renovations salem | 1 | 110 |
| remodeling salem | 1 | 70 |
| kitchen remodel salem oregon | 1 | 90 |
| kitchen remodel salem | 2 | 140 |
| home remodeling salem oregon | 2 | 110 |
| home remodeling salem | 5 | 170 |
| kitchen remodeling salem | 12 | 140 |
| remodeling oregon | 8 | 110 |
| Search (US volume) | Volume | KD | New page |
|---|---|---|---|
| home addition contractors | 8,100 | 5 | /home-additions/ |
| adu builders | 4,400 | 38 | /home-additions/ |
| tub to shower conversion | 9,900 | 38 | /bathroom-remodeling/ |
| home addition cost | 2,900 | 30 | /costs/home-addition-cost/ |
| kitchen remodel cost | 12,100 | 36 | /costs/kitchen-remodel-cost/ |
| bathroom remodel cost | 12,100 | 43 | /costs/bathroom-remodel-cost/ |
| whole house remodel | 2,400 | 26 | /whole-house-remodeling/ |
| aging in place remodeling | 720 | 30 | /aging-in-place/ |
| design build remodeling | 480 | 6 | /services/ |
| room addition contractors | 1,300 | 13 | /home-additions/ |
US volumes show the pattern; the Salem share is a small slice of each. KD is keyword difficulty, 0 to 100. Under 30 is easy to rank for. Low KD plus a page built for it is how a firm with your authority picks up the surrounding towns.
Your own service area lists 31 towns. McMinnville, Newberg, Independence and Stayton each have a finished C&R project already on the site. None of them has a page Google can rank.
Home show announcements, drawing winners and holiday recipes. They dilute the site. The cost guides and project stories are the ones worth keeping and linking from the new service pages.
The site tells Google it is a WebPage. It never says it is a contractor at 1160 Vista Ave SE with a 4.9 rating and a CCB license. The new site adds GeneralContractor, Service, FAQ and breadcrumb schema to every page.
remodelingsalem.com, dalesremodeling.com, righteousrenovations.com, 3rsconstruction.com, radiganremodelinganddesign.com and kraftcustomconstruction.com share the most keywords with you. Kraft ranks for 682 keywords to your 127 organic.
Up from 10 real pages. Same Butler headline font, same charcoal, tan and cream, the C&R logo, and only real C&R project photography. What changed is the job each page does: say what you do and where in the first line, show the price range honestly, and make the next step a 7 field form or one tap to call.
Kitchens, bathrooms, additions and ADUs, whole house, aging in place, interior design, laundry and mudrooms. Each with its own project gallery, form and FAQ.
Salem, Keizer, McMinnville, Newberg, Independence and Monmouth, Stayton, Silverton, Dallas. Cost guides use your own published ranges. Town pages only claim projects you actually did there.
7 fields with a budget question that matches your levels, so leads arrive pre-qualified. A call and request bar stays on screen on phones. Your long questionnaire becomes step two, after the first call.
/lp/kitchen/, /lp/bathroom/ and /lp/addition/. No menu, form above the fold, price range stated up front, reviews and process below.
Every page is set to noindex while it is a preview. The form currently sends to Slice of the Pie for testing and moves to your inbox and HubSpot at launch.
Search only. Salem plus 25 miles, people in the area only. Phrase and exact match. Each campaign goes to its own landing page. Performance Max paused until the Search data is clean.
| Campaign | Keyword themes | Landing page | Budget |
|---|---|---|---|
| 1. Kitchen remodel | kitchen remodel salem, kitchen remodeling contractor, kitchen designer near me, kitchen renovation + town names | /lp/kitchen/ | $14/day |
| 2. Bathroom remodel | bathroom remodel salem, tub to shower conversion, walk in shower remodel, primary bathroom remodel | /lp/bathroom/ | $14/day |
| 3. Additions and whole home | home addition contractor, room addition, ADU builder, garage conversion, whole house remodel, design build remodeler | /lp/addition/ | $9/day |
| 4. Brand, exact only | c&r remodeling, c and r remodeling, c&r design remodel | Home page | $3/day |
Display and partners off, auto-apply off, AI Max off, negatives in, competitor keyword removed, brand excluded from PMax. This alone frees up about $1,300 per 90 days to put toward real searches.
A single primary lead: form submit or call over 60 seconds, counted once. Website call tracking added. Page views and the old Smart campaign actions moved to secondary.
The four campaigns above, Maximize Clicks with a bid cap for two weeks, then Maximize Conversions once 15 real leads are in.
Pass consultation and signed contract stages from HubSpot back to Google and Meta. Then the systems learn which clicks turn into $50,000 kitchens, not which ones fill out a form.
Our standard build rate is $3,500 for up to 30 pages, then $100 per page. This site is 32 pages. Monthly management is separate from ad spend, which you pay to Google and Meta directly.
One time.
Google Ads and Meta Ads management.
Google Ads, Meta Ads, local SEO and the website included.
Jimmy Smith, Slice of the Pie Marketing. (503) 539-7059. jim@sliceofthepiemarketing.com