New Decking Company Crushing It With Google Ads Within Their First Year In Business
Case Study: BOSS Decks, decking company in Long Island, NY
Table of Contents
The Background
Joseph Elshazly was just branching out to decking after realizing that’s what he wants to do moving on.
He wanted to grow BOSS Decks, and he wanted to do it fast…
And because he knew we’ve done it before for other deck builders, he gave us a call.
BOSS Decks was a new company, but Joseph had an advantage…
He was familiar with the contracting industry and was eager to take his new decking business off the ground.
Joseph talking about his progress with BOSS Decks. This screenshot was taken on June 15th, so in just 5 months, Joseph almost crushed his revenue goals for the year.
Fast forward to 2025…
Joseph is fully booked several months in advance, has enough jobs to keep his installation crew busing during the winter, and is becoming a popular decking company in Long Island.
Some of his accomplishments in just half a year are…
- Went from $0 to closing $1.2M in sales and $700k in deck installations
- Has a great tracking system that allows him to see profitable marketing channels
- Is consistently getting great leads at a good cost per lead
- Handles two businesses successfuly
- Is booked several months in advance
Keep reading to see the challenges Joseph was dealing with and how Google Ads helped him take BOSS Decks off the ground fast and predictably.
The Challenges
#1. BOSS Decks was a completely new business
Although Joseph has some knowledge in the roofing industry, decking was “wildly different” than his other sales process.
He needed to get BOSS Decks out there, get projects, build a portfolio, and make BOSS Decks independent of his other business.
#2. Poor Lead tracking from website or phone calls
If you don’t know where are your best leads coming from, how can you make any business decision and know it’s the right one?
Even with a handful of leads, they still didn’t know how these homeowners found out about them.
Tracking lead sources properly is crucial if you want to invest in what’s working, and cut down from what’s wasting you money.
#3. Few to No jobs During The Winter
If you’re a deck builder, landscaper, pond or pool builder, you know winter is one of the slowest times of the year.
Homeowners are all thinking about holidays, vacations, and gifts, and not so much about building a deck.
We already had a great system that brought Riverview Decks and Deck Bros enough leads to keep their crews busy even during winter.
We knew it’ll work for BOSS Decks too.
In the image above, notice how the search volume hits an all-time low during December. That’s likely because in December, people think of holidays, gifts, vacations, and other expenses instead of replacing their decks.
The Strategy
Joseph was only interested in Google Ads, and since that’s one of our specialities, we knocked it out of the park. This is how we helped BOSS Decks become the premiere decking company in Long Island.
Early December: Short Initial Call With Eddie
Before we create an actionable plan, we need to know you and your business.
Joseph had a quick call with Eddie at the beginning of December. When everything was clear for everyone and we all knew what Joseph wants to accomplish, we got to work.
On December 4th, we introduced Joesph to our CRM where we would keep all communications.
December 10th: Market Research In Just A Week
We got access to Joseph’s ads account shortly after the initial call, and in just 5 days, our media buyer did a complete market research.
We determined the average cost per click, average conversion rate (measured from all our clients in the decking niche), estimated cost per lead, areas to target, competitors analysis, and more.
Too many numbers? We trust data because it always allowed us to make the most informed decisions. Here, you see how many homeowners search for decks, how hard it is to show up, and how much it costs.
December 15th: Campaigns Ready To Launch
It was December and, as a nice Christmas gift, we wanted Joseph to get some quick wins. We prepared the ad, the landing pages, and the Google Search campaign in 5 days.
Everything was in place to launch until something happened…
December 22nd: A Delayed Launch Because Of Google
Right when we were about to launch on Dec. 15th, Google hit BOSS Decks account with a Suspicious Payments Policy, likely because of Joseph’s old virtual card that wasn’t active anymore.
We managed to resolve the issue in a week, and the campaign was live.
In the downtime, we optimized the landing pages, set the tracking in place, created a nicer form, and more.
BOSS Decks Google ads campaigns were launched in less than 2 weeks. They were optimized to bring quality leads at the best cost, and were targeting homeowners looking to replace or repair a deck. Even if the error set us back a few days, his launch was successful. Keep reading to see why…
The Results
Monthly Google Ads Reports For BOSS Decks
If you paid for PPC, SEO, or any other form of marketing in the past, you know how frustrating it is to not see any results.
Transparency is one of our core values, so we give all of our clients a monthly report where we show them how their ads are performing.
1st
Monthly Report For December
Our tracking counted 1 lead form submission and one phone call. So two qualified leads at $147 cost per lead in just 9 days (remember the campaign launched on Dec 22nd).
2nd
Monthly Report For January
Our tracking counted 3 lead form submissions and 2 phone calls, so 5 qualified leads for $320 cost per lead. Not bad for a winter month.
Why the increase in cost per lead? Higher cost per lead can mean a few things.
- That particular lead costs more because it's more likely to buy
- Your competitors are bidding increasingly more for the same keywords you target
- Or the market is going through changes, and advertising costs more
3rd
Monthly Report For February
Our tracking counted 4 lead form submissions and 3 phone calls, so 7 qualified leads for $187 cost per lead. After further optimizing, we managed to get a great cost per lead.
4th
Monthly Report For March
Our tracking counted a total of 21 leads at $107 cost per lead. It was the beginning of the spring, so the spike in leads was normal. But, some of these leads were not great, so we took some measures to filter them better.
5th
Monthly Report For April
After further optimizing the ads to target hotter leads that were easier to sell and had bigger projects, April brought 14 leads at $215 cost per lead.
By this time, we’ve already launched more campaigns for BOSS Decks.
We’ve noticed the keyword ‘porch construction’ was picking up, and because we’re always one step ahead, we built a landing page and created new ads exclusively for homeowners looking to build a porch.
6th
Monthly Report For May
In May, we also integrated CallRail into our strategy so we can track each call from the ads. This helps you understand people objections better and form a sales pitch that eliminates all obstacles and makes selling easier. May brought 18 leads at $169 cost per lead.
7th
Monthly Report For June
PPC Leads Had The Highest Close-Rate!
That’s right.
Out of all Joseph’s leads from multiple sources (other advertising, yard signs, referrals, etc.), leads that came from Google Ads were the easiest to sell!
Joseph is a great salesman, that’s for sure…
But the ads were clearly bringing in highly-qualified leads that wanted a deck, wanted it soon, and were willing to pay whatever it costed.
Tracking Made it Predictable and Clear
Tracking your leads properly when you’re marketing on multiple channels is difficult.
But once we get that dialed-in and we know where each lead came from…
You’re bound for success.
For Joseph, tracking wasn’t as smooth as it usually is. Several discrepancies in reporting and his CRM had us work overtime to figure it out. However, once the CRM was synced and call tracking was in place, all the leads matched in the system.
What's Next For BOSS Decks?
LSA Ads
LSA ads are great deck for builders because it shows your Google Business Profile to anyone searching on Google for ‘deck builders near me’, or ‘deck builders in my city’.
They’re also great because you can dispute bad leads and get your money back!
We’re now rolling out LSA ads for BOSS Decks and for Rapid Roofing (Joseph’s other business).
Performance MAX Campaigns
We’re preparing to roll out Performance MAX campaigns to create even more brand awareness for BOSS Decks.
These are ads that show his offer on other Google services, like YouTube, Gmail, and more.
Although these will target leads higher up our funnel, it’s a great way to warm them up, create desire, and eventually request a consultation.
Facebook Ads Campaigns
Further scaling with Facebook Ads is also in the works for BOSS Decks.
While on Google we target homeowners already interested in replacing a deck and paying more for a highly-qualified lead…
On Facebook, we target a much broader audience and start warming them up. We slowly build desire and raise reasons why homeowners might need to replace their decks soon.
This takes the homeowner from ‘my deck is still alright’ to considering a new low-maintenance deck.
Retargeting Campaigns For Google & Facebook
Thousands of people see our ad, but what happens with the ones that don’t end up requesting a quote?
Once we have enough data, we retarget those people with a ‘no-brainer’ deal. The psychology of retargeting ads goes deep, and this is not the place to talk about it.
But in short, if a homeowner ever showed real interest in getting a deck, we slowly warm the prospect so they eventually buy.
Here’s who’s worth retargeting…
- Prospects who have seen and clicked on the ad
- Prospects who watched over 50% of a video ad
- Prospects who spent more than 1 minute on our landing pages
- Prospects who requested a quote, but never answered back
- Prospects who got a quote, sat down with you, but 'something came up' so they had to postpone their project
Ready To Grow Your Decking Company?
We've Helped many other deck builders. It's your turn
BOSS Decks’ journey is not a one-time thing.
Joseph experienced the same level of success as Carter, Luan, Nate, Branson, and more…
All deck builders that started from a tough place and are now reaping the benefits of hard work.
And their journey continues…
Key Takeaways
When you put all this together, what do you get?
- Over 2,000 unique visitors to BOSS Decks website
- Over 32,000 people who have seen BOSS Decks ads
- Over 100 qualified leads
- Over $1.2M sold from February to June
- Over $700k in decks installed from February to June
- Super high close-rate from PPC leads
- Highly accurate tracking of each lead source
Want To Run Ads To Your Decking Company? Let’s Do It Right…
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