OvercomeMedia
Case study · Custom home building

151 of them picked up the phone

Whitis Contracting builds custom homes in Kentucky. Nobody commissions a house through a contact form, so the phone is the job: of 222 tracked leads, 151 were calls, 62 were forms and 9 were texts. Four things run on this account: Google Ads, Local Services Ads, SEO and the video that feeds them.

See the results Tracking on this account started in August 2026, and no ad spend is loaded yet, so there is no cost per lead below. The section says so rather than estimating one.
The client Custom homes · Kentucky

Whitis Contracting

Google Ads, Local Services Ads, SEO and video content. Google paid search carries the most: 121 of the tracked leads. Calls, forms and texts are all tracked in WhatConverts, which started on this account in August 2026.

Whitis Contracting. Shot and cut in house.
At a glance
Industry
Custom home building
Based in
Kentucky
What we run
Google Ads, Local Services Ads, SEO and video content
Tracked since
August 2026. Calls, forms and texts, all in WhatConverts
The website

We built the site everything else stands on

A custom home is not an impulse purchase. Somebody reads for weeks before they ring anybody, so the site has to answer the questions a build actually raises rather than repeat what every contractor says about itself. It is also the surface all four channels land on, which is why the search work can reach it at all.

The live Whitis Contracting site.
What we built
  • 01 A page for each service rather than one page listing all of them, so a search and a visitor both land somewhere specific
  • 02 A New Construction subpage of its own, because commissioning a build and remodelling a house are different conversations and should not share a page
  • 03 SMS consent on the forms, so a text follow up is something the customer agreed to rather than something we hope is allowed
  • 04 Ethan's own notes worked through line by line in a shared document and applied, rather than one round of feedback and a launch
  • 05 Built as components, so changing one service page does not mean rebuilding the site around it
  • 06 It is where the SEO lands: one of the four services on this account works on these pages, which is only possible because the site is ours

No performance figures in this section. There is no page level data on this account, and the results section carries no cost per lead at all because no ad spend is loaded yet. What is there is in the ledger, with the system each figure came from.

The results

Two months tracked. The phone did the work.

Tracking went live on this account in August 2026, so everything below covers two months and nothing before them. Every figure is the platform's own count, and where the account cannot answer yet, it says so instead of estimating.

WhatConverts · August and September 2026
222
Leads since tracking began
WhatConverts. 151 calls, 62 forms and 9 texts, which is all of them.
151
Picked up the phone
Sixty eight percent of every lead. Nobody commissions a house through a contact form.
121
Came from paid search
Google paid clicks, the largest single channel on this account.
TBD
Cost per lead
No ad spend is loaded on this account yet, so there is no figure to divide. See below.

Two months, and neither is a clean one

August is the month tracking went live, so it is not a full month of measurement. September is still running, so it is not finished either. That is why the figures above are totals rather than a trend, and why nothing here is presented as growth even though the two months look very different. There is also no cost per lead, because no ad spend is loaded on this account yet. When it is, that figure arrives with it rather than being estimated in the meantime.

Every figure is from WhatConverts, the platform's own count, covering August and September 2026. A lead is a tracked call, a form submission or a text. Nothing here claims revenue, jobs won or return on spend, and no figure covers anything before tracking went live.
The work

Four services, and a phone at the end of all of them.

Paid search, the ads above the map, the search work underneath both, and the footage that carries them. Point at one to see what it covers.

Google Ads Local Services Ads SEO Video content

The biggest single channel here

121 of the 222 tracked leads came through paid search, more than any other channel on this account
A custom build is a long decision, so these ads meet somebody who has already decided to build rather than trying to talk anybody into one
Calls are tracked as leads, which is how we know 151 of the 222 were phone calls rather than forms
Every figure from it traces back to the account and the month it came from
This section covers what they signed for. The figures are in the results section, all from WhatConverts and covering August and September 2026. There is no cost per lead there, because no ad spend is loaded on this account yet.

Film 01

Film 02

Film 03

Filmed on the build, cut for a phone

Nothing here is licensed from a stock library. Every film on this account was composed vertically for the feed rather than trimmed down from a widescreen master, which is the difference between a shot that was framed and a shot that survived. A custom build takes months, so there is always something worth filming.

Why this works

It works because the site is ours to fix

A custom home is the largest thing most people ever buy, and it gets researched for months before anybody picks up a phone. So the work has to hold up across all of that rather than just at the moment somebody clicks.

The only figure this section leans on is already on the ledger above. Nothing here claims revenue, a build won or a return on spend, and there is no cost per lead on this account because no ad spend is loaded yet.

One call

Fifteen minutes on the phone.

Tell us what you sell and which towns you drive to. We will tell you what we would do first, and whether it is worth doing at all.

1 (859) 710-5943 Weekdays. Somebody who has been on a job site this month picks up.
Or
Pick a time instead Takes about twenty seconds.
What the call is not
No deck
Nobody is going to share a screen at you for forty minutes
No contract on the call
We will not ask you to decide anything while we are still talking
No follow up sequence
If it is not a fit, you hear that once and never again