What is an ADU?
An Accessory Dwelling Unit is an additional, self-contained dwelling on a property that already has a primary residence. It can be detached, attached to the main building, or converted from a garage, subject to feasibility.
Laying the groundwork
The ADU market, our objective, and our starting point
We are preparing a lead generation setup for an ADU builder. The website and tools already exist: the task now is to organize acquisition and measure results.
What market are we targeting?
Homeowners with an ADU project in the California areas actually served by the client. Los Angeles remains the example used throughout this guide; the cities and ZIP codes for launch still need to be confirmed.
What needs are we targeting?
Creating housing for a family member, an independent living space, or a rental unit. We are selling a construction service; we are not targeting people who simply want to rent a unit.
An advertising campaign is a set of ads tied to an objective, a budget, and delivery settings. Lead generation means obtaining inquiries from interested people, then checking whether their project matches the offer.
Starting offer: ADU construction. Garage conversion should be presented separately in messaging and pages if it is part of the confirmed services. Project feasibility will be assessed by the relevant team.
The business objective
Building a steady flow of qualified contacts that turn into appointments, then quotes and contracts. The stated ambition is to reach 10 appointments per day. This is a goal to be assessed against initial results, not a forecast or a guarantee of results.
Before measuring it, clarify whether it refers to appointments booked or actually held, with which qualification criteria, and on which business days. The required budget and the sales team's capacity still need to be validated. Ten contacts do not mean ten appointments.
What has already been delivered
Delivered · Strategic support
Understanding the business and clarifying needs
We carried out a full strategic analysis of the client's business: understanding their trade, their business model, and their commercial logic. We helped them step back from their business, formalize it more clearly, and clarify their needs and priorities.
This is the first pillar of our premium support: providing a strategic reading of the business, helping the client structure their choices, and translating their needs into concrete actions. This work gives direction to the website, the CRM, the landing pages, and the acquisition strategy.
The website
The foundational presentation of the company and its services has been built.
The CRM
The tool for centralizing and tracking contacts has been built.
Several landing pages
Dedicated pages already exist to receive campaign traffic.
Next step: build on this foundation, check the pages and connections, prepare the content and campaigns, then test the full journey. The existence of these tools does not yet confirm that all advertising tracking is configured and tested.
In this example, an ADU is an additional independent dwelling on a property. An ad attracts someone looking for a builder. The page helps them get in touch. The sales team then turns that contact into a project.
- 01Search or discoveryThe homeowner searches for a builder or comes across an ad.
- 02Visit and inquiryThey browse the page and leave their contact details.
- 03Qualification and appointmentThe team reviews the project and speaks with them.
- 04Quote and signatureThe prospect can become a client.
A lead is a contact received. A qualified lead meets the client's criteria. A signed client has accepted the contract. These are three different outcomes.
Part 01
The process, managed manually
The specialist manages each step using the advertising tools, the website, and the CRM. We start with Google Search, then detail the Facebook and Instagram journey via Meta. The settings and delivery schedule will be validated with the client.
The Google Search journey
Defining what we want to sell
The client and the campaign manager
Review the existing scope and confirm the services offered, the cities served, the budget, and the type of homeowner targeted for launch. Define what counts as a good lead and a "booking."
Example: building an ADU in Los Angeles. A garage conversion is a different intent, to be addressed if that service is offered.
By the end of this stepA validated brief and clear objectives.
Preparing accounts and access
The campaign manager and the developer
Check the existing accounts: Google Ads for advertising, the site's measurement tools, and the CRM (the tool for tracking contacts and sales). Create only what is missing; the client retains ownership of the accounts.
Google Business Profile is useful for local presence, but is not required for a standard Search campaign.
By the end of this stepWorking access and a single place to find every contact.
Finding the right keywords
The campaign manager
Use Google's Keyword Planner with the correct area to review search terms, volumes, and cost forecasts. Look at competitors' offers. Rule out irrelevant searches.
"adu builder los angeles" may correspond to a future client. "adu jobs" is more likely a job search. The Keyword Planner figures are estimates.
By the end of this stepA list of selected keywords and negative keywords, with reasons.
Organizing campaigns and budget
The campaign manager, then the client
Choose the campaign type, cities, language, ads, and budget allocation. For this example, we are looking at a Search campaign: ads tied to searches on Google.
A campaign can cover several cities. Campaigns are split when separate budgets or strategies are needed.
By the end of this stepA simple plan: which offer, which area, which page, and which budget.
Preparing the landing pages
The developer and the campaign manager
Review the landing pages already built and adapt them to each relevant intent: a clear offer, real proof points, the coverage area, a form, and a phone number. Create an additional page only if necessary. Check mobile display, buttons, and the correct destination address.
ADU construction and garage conversion can use two different pages. There is no need for a page per keyword. Ask for the project's ZIP code, not just the visitor's location.
By the end of this stepPages ready to receive visitors and identifiable versions to compare.
Installing and testing tracking
The developer and the campaign manager
Set up tracking for visits, forms, calls, and appointments. Distinguish simple interactions from real inquiries: a visit or a started form is not a lead. Check the thank-you page and confirm the contact arrives in the CRM.
Opening or reloading the thank-you page should not count as a new lead. A click on "call" does not prove a conversation took place.
By the end of this stepA successful end-to-end test, from the simulated ad to the contact's receipt.
Validating, then launching
The client validates; the campaign manager executes
Present the summary: ads, keywords, exclusions, areas, links, budget, and tracking. Prepare the campaign in paused status, check the settings, then activate it within the authorized scope.
Check that the ad leads to the correct landing page and that the advertised city is actually served.
By the end of this stepAn activated campaign, followed by a check of its eligibility and actual delivery.
Receiving and processing contacts
The sales team
As soon as an inquiry comes in, contact the person, review their project, and propose the next step. Record the outcome in the CRM: qualified or not, appointment booked, appointment held, quote, signed, or lost.
For an ADU: check in particular the lot, the area, the project, the budget, and the timeline. A submitted form is not a sold project.
By the end of this stepTracked contacts and a known reason whenever an opportunity stalls.
Analyzing what works
The campaign manager and the sales team
Compare keywords, actual search terms, cities, ads, and landing pages. Connect spend to qualified contacts, then to business outcomes. Review the data as the campaign runs.
Google Ads provides advertising data; site tracking provides action data; the CRM provides the sales follow-up. These data sets need to be reconciled.
By the end of this stepAn actionable summary: what works, what's stuck, and what remains uncertain.
Improving, then reassessing
The campaign manager, with validation as defined by the mandate
Correct irrelevant search terms, test a page or ad improvement, and adjust the budget when results justify it. Keep a record of every change.
Compare several pages with comparable traffic. A handful of leads is not enough to declare a winner. Also track contracts signed later on.
By the end of this stepAn ongoing loop: measure, understand, test, and decide.
What you pay for: in a cost-per-click campaign, Google charges for clicks even if the visitor does not contact the company. The outcome therefore also depends on the page, the offer, and the sales follow-up.
An example to understand the costs
Fictional example over a given period: $3,000 in advertising, 250 clicks, and 12 unique contacts. These figures are not a forecast for the client.
$12per click: 3,000 ÷ 250
$250per lead: 3,000 ÷ 12
To be trackedThe cost per client depends on the signatures resulting from these contacts.
Add management, tools, pages, and sales costs to calculate the full cost. Without a signature, the cost per client cannot be calculated. Increasing the budget does not guarantee more profitable clients.
$100 per day = an average budget. For most of the campaigns involved, Google may spend up to $200 on certain days, with a cap of $3,040 over a full month at an unchanged budget. This amount covers advertising only, not management fees.
After launch, the work continues
Daily
Check spend, issues, incoming contacts, and how they are being handled.
Weekly
Review search terms, lead quality, and differences between pages. Choose the relevant corrections.
With enough perspective
Compare appointments held and contracts, then decide on the next tests and budget.
Proposed cadence. Data comes in throughout the campaign, with processing and conversion delays: there's no need to wait for it to end.
How to understand a lack of results?
Impressions lost due to budget: check "Search lost IS (budget)." Impressions lost due to ranking: check "Search lost IS (rank)." These indicators guide the diagnosis; they do not guarantee additional leads.
Relevance matters too: Quality Score is a diagnostic rating from 1 to 10 tied to the ad, expected click-through, and the page. The displayed score does not directly factor into the bid.
Clicks without inquiries: check the page and the tracking. Inquiries without appointments: check their quality and the follow-up call. Appointments without a signature: review the sales proposal and the decision timeline.
The second lever
Facebook and Instagram: the Meta journey
Facebook is part of Meta. Here we are referring to Facebook and Instagram ads, managed through Meta Ads Manager. They complement Google Search with dedicated work on images, videos, and messaging.
What changes compared to Google Search
| Point of comparison | Google Search | Meta: Facebook / Instagram |
|---|---|---|
| The starting point | A person expresses a need through their search. | A person comes across an ad while browsing, without necessarily searching for a builder at that moment. |
| The main lever | Search terms, keywords, ad, and page matching the need. | Audience and delivery, image or video, message, offer, and destination. |
| The ad | For this Search journey: ads tailored to search terms. | Images, videos, or carousels, tailored in particular to feeds, Stories, and Reels. |
| The contact | The visitor contacts the company from the page or another contact option offered. | The person can fill out a form within Facebook/Instagram or go to a landing page; other journeys exist depending on the options available. |
| The ongoing work | Review search terms and exclusions, improve ads, pages, and bids. | Test messages and content, refresh useful creatives, adjust delivery and qualification. |
| The success criterion | Qualified contacts, appointments held, and cost of acquisition. | The same business outcomes; views or likes are not enough. |
Two different situations, one shared objective. Google Search responds to an expressed search intent; Meta, among other things, helps introduce the ADU project and the company. Lead quality must be measured on each channel: none is automatically better, cheaper, or more profitable.
A post on the Facebook page is not a paid campaign. Publishing content and buying distribution are two separate tasks to organize, each with its own budget and objectives.
The Meta process, step by step
Preparing assets and access
Check the Meta Business Portfolio, the Facebook page, the Instagram account if used, the ad account, billing, and permissions. The client remains the owner.
Expected outcomeAccessible accounts, ready for campaigns.
Choosing the offer and the journey
Define the requested action: a project consultation, an estimate request, or an initial assessment, depending on the validated offer. Choose between a Meta native form or a landing page. Ask for the relevant information: property area, project, and timeline.
Expected outcomeA precise action and an understandable qualification journey.
Defining delivery and budget
Choose the leads objective, areas, placements, and budget. Check the rules applicable to the ad, including the housing category if it applies, before finalizing targeting options. Do not assume Meta can reliably identify homeowners.
Expected outcomeA delivery plan consistent with the market actually served.
Producing the ads
Prepare photos, videos, copy, headlines, and calls to action. Create several message variations to test interest and the quality of inquiries; the production details are covered below.
Expected outcomeAn initial, validated, and identifiable batch of creatives.
Connecting tracking to the CRM
For a landing page, set up and test the Meta Pixel and, where suitable, the Conversions API, with consent management and duplicate handling. For a native form, test its confirmation within Meta and its transfer to the CRM; it does not necessarily go through the site's thank-you page. Identify the campaign and creative that generated the lead.
Expected outcomeInquiries received only once, with a usable source.
Validating and launching the test
Check the mobile preview, copy, form, links, CRM receipt, budget, and delivery status. Launch after validation; do not draw conclusions from the first clicks alone.
Expected outcomeA monitored test, with defined spend and checks.
Qualifying and following up
Have contacts processed by the sales team. Distinguish between form submitted, person reachable, project qualified, and appointment. Send relevant steps back to Meta when the integration allows it.
Expected outcomeA measure of real quality, beyond the number of forms submitted.
Comparing and renewing
Compare creatives and journeys based on cost per qualified lead, appointments, and sales. Also review views, clicks, and frequency to understand the results. Adapt content when the data justifies it.
Expected outcomeDecisions grounded in results and ongoing creative production.
The budget must cover two types of work: ad delivery and content production. Management, tools, and adjustments must also be budgeted for. Adding Meta does not mean the same $100 per day can simply be spent once on each platform: the total budget and its allocation need to be validated.
The creative work
From ideas to the videos that will be tested
Generating an image or video is one step in the production process. The message must also be chosen, proof points gathered, and the creatives edited, validated, distributed, and analyzed.
Choosing the angles
Define the messages to be tested: hosting a family member, understanding the steps of an ADU project, seeing a completed project, or exploring garage conversion if that service exists. Each piece of content carries one main idea.
Gathering images and proof points
Collect authorized photos and videos of job sites, completed projects, the team, and testimonials. Prepare a shot list. Distinguish existing completed projects from project simulations.
Writing scripts and shot lists
Prepare a hook, a short explanation, proof, and a call to action. Describe the shots, on-screen text, and voiceover. Validate the offer before filming or generating content.
Filming or generating the assets
Film the relevant sequences and use AI to help create illustrations, variations, or animations. Present project renderings as simulations; never fabricate a completed project or a client testimonial.
Editing and adapting
Assemble the shots, add subtitles, branding, licensed audio, and a call to action. Prepare versions adapted to each placement, including vertical formats for Stories/Reels, and check the text safe zones on mobile.
Validating, testing, and producing the next batch
Have accuracy, rights, branding, and applicable AI content disclosures validated. Give each version an identifier, track the qualified leads it generates, and prepare the next batch based on what was learned.
Example of an initial batch to be agreed upon: three angles and two hooks per angle, i.e., six short variations, along with static visuals. This is a proposed structure, not a production volume already under contract.
What we compare: attention and clicks help us understand a creative; qualified contacts and appointments are used to assess its commercial value. A highly watched video can still generate few useful projects.
Part 02
Our role and our added value
Our first source of added value is strategic support: understanding the client's business, clarifying their needs, helping them prioritize, and making decisions consistent with their operations. We translate this thinking into the website, the CRM, the landing pages, the Google and Meta campaigns, and the content. AI supports our preparation, verification, and analysis work; we coordinate the whole effort with the necessary specialists.
| Step | Our role, supported by AI | The value for the client |
|---|---|---|
| Supporting the strategy | We build on the business and economic model analysis already carried out to clarify needs, challenge priorities, and support decision-making. We keep this context and the validated choices in Obsidian, with AI support. | A clearer understanding of the business and its needs, structured priorities, and a point of contact who connects strategic decisions to their implementation. |
| Studying the market | We organize keyword research for Google and analyze competitors' ads, offers, and content for Meta. AI helps compare observable elements, without claiming to know their sales or profitability. | A selection tied to the client's services and cities, with assumptions clearly separated from verified data. |
| Preparing the strategy | We bring together the role of each channel, the campaigns, the ads, the Google exclusions, the Meta creatives, and the budgets in an HTML deck. We propose a testing sequence without spreading the budget across too many avenues. | The client can understand what is being proposed, how much they plan to spend, and what they need to validate. |
| Creating and improving pages | We adapt the landing pages already built to Google intents and Meta messaging, then prepare useful variations. We use AI to speed up copywriting, checks, and improvement suggestions. | Continuity between the search, the ad, and the page; identifiable versions to understand what works. |
| Making tracking reliable | We coordinate Google and Meta tracking and their connections to the existing CRM. We test forms, thank-you pages, contact receipt, and duplicates with the person responsible for tracking. | Correctly recorded contacts and tracking that distinguishes between visit, inquiry, appointment, and sale. |
| Organizing the launch | We gather the validations and checks. The specialist manages activation; AI can assist with execution if the available connections allow it. | A prepared launch, with the right pages, the right areas, and a validated budget. |
| Automating follow-up | We can connect the form, the CRM, contact attribution, and follow-up tasks. Reminders or voice agents are defined according to need and authorization. | Less repetitive data entry and better visibility into how each inquiry is being handled. |
| Making results useful | We compare channels, pages, and creatives based on the CRM. We separate the conversions claimed by each platform from unique contacts: the same person may have seen a Meta ad and then searched for the brand on Google. | The client sees what is generating qualified prospects, what is stuck, and which actions are being proposed. |
| Producing photos and videos | We prepare the angles, scripts, and shot lists, organize filming or AI-assisted generation, then produce or coordinate editing, subtitles, and variations. The client validates the proof points and the messaging. | Content tailored to the offer and to each placement, with a clear validation process. |
| Organizing creative testing | We identify each version, link results to creatives, and propose the next tests. We adjust hooks, proof points, pages, or forms based on the data. | Production guided by the quality of inquiries, beyond how the videos look or their view counts. |
A shared memory
We use Obsidian to organize the brief, documents, decisions, and results. Everyone involved has access to shared context, according to their permissions.
Coordinated analyses
AI agents can review keywords, pages, and tracking in parallel. We bring together their findings and check for inconsistencies.
Connected tools
We prepare the connections between advertising, the website, and the CRM. Automations are chosen based on actual needs and the real capabilities of the tools.
Our setup: Obsidian, the Google Ads MCP, and specialized skills
We propose connecting the project context in Obsidian, account data via the Google Ads MCP, and skills tailored to campaign management. An MCP is a gateway to a tool; a skill is a reusable working method that guides the AI, with defined steps, checks, and deliverables.
Reading account data
With the Google Ads MCP and authorized access, we can retrieve spend, clicks, recorded conversions, budgets, and statuses. This data allows us to prepare analyses based on the real account and identify areas to look into.
Creating custom skills
We design and use specialized skills to prepare, manage, and analyze campaigns. We tailor them to the client's offer, areas, objectives, and tools, then test and improve them based on results and current best practices.
Keeping a consistent method
Skills guide checks and report production. We connect advertising data to CRM results, document decisions, and submit significant actions for the agreed-upon validation.
Three concrete uses of skills
- Prepare and create: analyze the brief, use Keyword Planner data when accessible, propose campaigns, keywords, ads, exclusions, budgets, and pages. Produce the validation deck, then prepare the campaign in paused status.
- Manage and monitor: check statuses, spend, destinations, areas, and conversion tracking. Prepare adjustments and execute them only through a connection with the necessary capabilities and within the authorized mandate.
- Analyze and improve: compare campaigns, keywords, and pages; review impression losses linked to budget or ranking; reconcile results with the CRM and propose the next tests.
The added value: more structured preparation, fewer repetitive tasks, reproducible checks, and a usable history. We evolve the method alongside the project, while keeping strategic support and the specialists' judgment central.
Capabilities to distinguish: as of September 24, 2026, the official Google Ads MCP allows reading and analysis, but not creating, pausing, or modifying campaigns. These actions require additional, authorized integration. Access to Keyword Planner must also be verified separately. A skill alone does not provide these accesses.
How we work with the client
- The client confirms their offer and objectives: services, cities, sales capacity, and budget.
- We coordinate the preparation: building on the existing setup, Google/Meta strategy, photo/video content, pages, tracking, and the campaign deck, with the necessary specialists.
- The client validates the proposal: messaging, budget, and launch. Technical decisions are explained in plain terms.
- The acquisition specialist(s) manage Google and Meta delivery; we ensure consistency across ads, content, pages, and tracking tools.
- The sales team handles inquiries; we consolidate the results and prepare improvements with the specialist.
This describes the proposed way of working. The exact scope of work is defined together. Automations require access and configuration; AI does not guarantee leads or sales.
The concrete deliverables of our support
Prepare
A campaign deck, an audit of existing pages, the measurement plan, creative angles, video scripts, and the specialized skills' procedures.
Implement
Adapted pages, the agreed-upon creatives, tested connections — including the Google Ads MCP depending on available access —, configured skills, and campaigns prepared with the specialists.
Drive progress
Lead and appointment reporting, a testing log, priority fixes, upcoming content to produce, and the ongoing improvement of the skills.
The number of creatives, filming sessions, reporting cadence, and ad spend budget are to be defined within the engagement. Our added value: connecting development, content, data, and coordination so that every piece of work serves the same business objective.
What the client retains: their accounts, the pages, the configurations, the reports, the testing history, and the decisions. The goal is to have a documented, understandable process over the long term.
Part 03
If we bring in external contributors
We are looking for skills that can complement the setup. There is no need for one person per role: a provider can cover several skills if they can demonstrate mastery of them.
A Google Ads / acquisition specialist
The primary profile if ad management is outsourced.
What they need to know. Master Search campaigns, Keyword Planner, local targeting, match types, negative keywords, ads, budgets, and bidding strategies.
What they need to be able to do. Build a suitable campaign, explain their choices, check destinations, and diagnose a lack of delivery or results. Analyze cost per qualified lead and per client, not just clicks.
What we ask them to demonstratePresent a comparable local lead generation case, with budget, contact quality, results, and decisions made. The U.S. market and the construction industry are advantages.
A tracking and CRM specialist
An engagement for setup and verification, followed by ongoing support if needed.
What they need to know. Know Google Tag Manager, GA4, Google Ads conversions, forms, call tracking, the CRM, and the flow of sales results. Understand consent and data protection.
What they need to be able to do. Test the full journey, spot duplicates, check the thank-you page, and connect an inquiry to its campaign and then to its sales status. Explain discrepancies between tools.
What we ask them to demonstrateShow a measurement plan and a real or demonstration test: a successful submission, a unique contact in the CRM, and a correctly recorded conversion.
A conversion-focused developer
To bring in only if these skills are not already covered within our team.
What they need to know. Know how to build fast, mobile-readable pages, reliable forms, a post-submission confirmation, and CRM integration. Understand the role of the offer, proof points, and calls to action.
What they need to be able to do. Adapt pages to intents, fix mobile issues, integrate tracking events, and prepare multiple variations without breaking tracking.
What we ask them to demonstratePresent a working landing page and explain how they check mobile display, form errors, the thank-you page, and version comparisons.
An automation / AI integrator
Additional support depending on the automations selected.
What they need to know. Understand APIs, MCPs, webhooks, and automation tools; know how to manage access, errors, and sensitive data. Be familiar with how notes and documents are organized in Obsidian.
What they need to be able to do. Connect tools, avoid duplicates, plan for error recovery and alerts. Clearly distinguish what is automatic, what requires validation, and what needs human intervention.
What we ask them to demonstrateShow a complete scenario, for example form → CRM → follow-up task → reporting, including a demonstration of how a failure is handled.
A Meta Ads specialist
To manage Facebook and Instagram if this expertise is outsourced.
What they need to know. Ads Manager, lead campaigns, native forms, available audiences and placements, Pixel/Conversions API tracking, and CRM connection.
What they need to be able to do. Choose a journey, test creatives, review the quality of inquiries, and coordinate improvements with the content producer and the sales team.
What we ask them to demonstrateA lead generation case with creative comparisons, cost per qualified contact, and business takeaways, not just views.
A photo / video content creator
Depending on filming, editing, and AI-assisted generation needs.
What they need to know. Ad scripts, filming, short-form editing, subtitles, mobile formats, usage rights, and the distinction between completed projects and simulations.
What they need to be able to do. Turn an ADU offer into multiple angles, produce variations, and adapt their creatives based on campaign feedback.
What we ask them to demonstrateA script, a video, and its hook variations, with an explanation of the goal of each version.
Our recommendation to get started: identify an acquisition lead, verify their Google and Meta skills, then split development, tracking, and content creation between our team and the necessary reinforcements. Add tracking or automation expertise for specific needs, rather than multiplying contributors without a clear division of work.
The capabilities common to all profiles
Understanding the business
Ask questions about ADUs, areas, prospects' budgets, and sales capacity. Distinguish between a contact received and a genuinely promising project.
Explaining and verifying
Justify their choices, use dated data, verify current best practices, and say when information is missing. Never promise a number of sales without evidence.
Documenting and handing off
Record settings, tests, and decisions in the project workspace. Work with other contributors and leave the client in control of their accounts.
A concrete exercise to evaluate a candidate: give them an ADU brief, a landing page, and a sample report. Ask what they would check before launch, what flaws they spot, and what their first three actions would be. Evaluate their reasoning, their evidence, and their ability to explain.
To clarify before getting started: who manages each channel, who produces and validates content, who fixes pages, who ensures tracking works properly, and who calls prospects back. The criteria above make up our proposed selection grid.