Owner Built Design LLC: 216 Google Ads Leads for a Hawaii Home-Improvement Business
Owner Built Design LLC designs home additions, ADUs and new homes for owner-builders and contractors in Hawaiʻi. Like most local home-improvement businesses (plumbers, electricians, HVAC and builders included), it needs a steady flow of homeowners ready to start a project. Over the account’s lifetime, Google Ads delivered 216 conversions from 76,000 clicks, at an average of US$0.89 per click.
ROAS isn’t shown because lead values weren’t tracked in this account.
The story in three parts
The challenge
General context for this type of business, not a description of what happened in the account.
- High-value, low-volume jobs: like builders and renovators, a single project is worth thousands, but relatively few people search at any one time.
- Long decision cycles: homeowners often take weeks or months to go from first enquiry to a signed job.
- Mixed intent: many searchers are researching costs or permits and aren’t ready to hire.
- Benchmark: WordStream’s 2025 US Search average CPC for Home & Home Improvement is $7.85. It’s indicative only, because the campaign types here aren’t confirmed.
What we did
Prashant Kumar, PPC Fitter’s founder (ex-Google, 2017–2021), managed Owner Built Design LLC’s Google Ads account. Over the account’s lifetime it generated 216 conversions from 76,000 clicks, at US$314.44 per conversion, for a home-improvement business whose enquiries come through a short online form and a 15-minute call.
What the numbers mean
US$67,940.36 of spend bought 76,000 clicks at an average of US$0.89 and produced 216 conversions at US$314.44 each. For a business whose own estimator shows a sample design fee of $9,500–$10,450, that cost per lead is the number to weigh against the value of a signed project (the fee estimate is the firm’s figure, not a result of the ads). Prashant describes the leads as a mix of big-ticket and smaller projects. Lead values weren’t tracked, so ROAS isn’t claimed.
216 conversions from 76,000 clicks, at US$314.44 per conversion
Full numbers
The results (USD, all time)
| Clicks | 76,000 |
|---|---|
| Impressions | 3,868,177 |
| CTR | 1.96% |
| Avg. CPC | US$0.89 |
| Cost | US$67,940.36 |
| Conversions | 216 |
| Conversion rate | 0.26% |
| Cost / conversion | US$314.44 |
| Conv. value / conversion | US$0.37 |
| Conv. value / cost (ROAS) | 0 |
| Optimization score | 93.7% |
At a glance
| Client | Owner Built Design LLC (shown as “Owner Built Design, LLC” in Google Ads) |
|---|---|
| Industry | Home improvement: residential architecture for additions, ADUs, renovations and new homes |
| Location / market | Kaneohe, Hawaii; projects across Hawaiʻi |
| Website | ownerbuiltdesign.com (ads pointed to ownerbuiltdesign.com/start) |
| Platform | Google Ads |
| Currency | USD (US$), the account’s own currency |
| Period | All time, per the Google Ads export |
| Key result | 216 conversions from 76,000 clicks, at US$314.44 per conversion |
Computed from the figures above
| Computed figure | Value | What it means |
|---|---|---|
| Clicks per conversion | ≈ 351.9 | Clicks needed, on average, for one conversion |
| Impressions per conversion | ≈ 17,908 | Ad views needed, on average, for one conversion |
| Cost per 1,000 impressions | ≈ US$17.56 | The price of showing the ads 1,000 times |
| Avg. CPC vs benchmark | US$0.89 vs US$7.85 | Indicative only (see the benchmark note above) |
About Owner Built Design LLC
Owner Built Design LLC is the practice of James L. Kane, a licensed architect in the State of Hawaii, based in Kaneohe. He opened it in 2017 after decades in the construction trades. The model is “you build, I design, calculate, and draw the plans”.
- Services: mostly additions to existing homes, plus ADUs, room changes, and new houses on cleared or empty lots. The firm takes the permit set through the county.
- Price points: an online “planning range” estimator. Its default example, a ground-floor addition of about 1,000 sq ft on Oʻahu, shows a design-fee estimate of $9,500–$10,450, described as a budget estimate, not a quote.
- Sales funnel: a short form, an email, a second form for site and scope, then a calendar to book a 15-minute call.
Sources:
Key takeaways
- For high-value trades, judge Google Ads on signed jobs, not cost per lead alone.
- Give leads rough values so bidding can tell big projects from small ones.
- Track each step of a multi-step funnel (form, second form, booked call) separately.
Run a trade or home-improvement business and want leads that become jobs?
Your first 2 months of management with PPC Fitter are free.
