Zinsmeister Construction
Building a Better Lead Generation Strategy for a Concrete Contractor
Zinsmeister Construction | Delaware, Ohio
Zinsmeister Construction needed a stronger digital presence and a more reliable way to generate leads for its concrete services.
Sleek Digital initially helped rebuild the company's website around search visibility and lead generation, then managed paid advertising across Google and Meta to determine which channels could most efficiently reach potential customers.
Services Provided: Meta Ads, Google Ads, Website Strategy & SEO
The Challenge
Zinsmeister Construction offers services including concrete driveways, patios, walkways, steps, stamped concrete, and other residential concrete work.
The business needed a digital strategy that could:
Make its services easier to find online
Give paid traffic useful pages to land on
Generate more quote requests
Reach homeowners within its service area
Determine which advertising channels were actually worth continued investment
The goal was not simply to generate more clicks. It was to find an approach that could produce meaningful lead activity at a sustainable cost.
Building a Better Website Foundation
Before expanding paid advertising, Sleek Digital redesigned the Zinsmeister Construction website to better support both search visibility and lead generation.
The project included:
Expanding individual service pages
Writing search-focused website content
Improving the structure around high-intent concrete services
Incorporating real project examples throughout the website
Maintaining the straightforward, family-owned feel of the business
The updated site created a stronger destination for both organic visitors and paid advertising traffic.
A quick scroll through the home page for Zinsmeister Construction.
Testing Google Search Ads
Google Search was used to reach people actively looking for concrete services.
Across the account, Google Ads generated:
8,320 impressions
550 clicks
6.61% click-through rate
11 tracked conversions
However, competition in paid search made those conversions expensive.
$4,840.31 total ad spend
$440.03 average cost per conversion
Rather than continuing to invest heavily in a channel that was producing leads at a relatively high acquisition cost, the strategy shifted toward Meta advertising.
Finding Stronger Lead Volume Through Meta
Meta Ads provided an opportunity to reach local homeowners through Facebook and Instagram with visual advertising focused on Zinsmeister Construction's work.
From February 24 through August 24, 2026, the primary prospecting campaign generated:
51,234 impressions
489 link clicks
54 total leads
$39.02 cost per lead
A separate retargeting campaign kept Zinsmeister Construction in front of people who had already interacted with the business, generating:
22,759 impressions
320 link clicks
$1.08 average cost per link click
Creative and targeting were adjusted over time based on campaign performance, lead activity, and seasonal changes in demand.
The Outcome
The most important result was not simply that one advertising platform generated more activity than another.
The data gave Zinsmeister Construction a clearer picture of where its marketing budget was working hardest.
Google Search demonstrated that there was active demand for concrete services, but the cost required to generate conversions made it difficult to justify continued investment at the available budget.
Meta ultimately provided substantially more lead activity at a lower acquisition cost, making it the stronger channel for continued paid advertising.
The campaign also reinforced the value of having a website capable of supporting advertising traffic and capturing leads outside the advertising platform itself.
What This Project Shows
Good digital marketing is not about keeping every campaign running indefinitely.
It requires testing, measuring what happens, and being willing to shift the strategy when the numbers point in a different direction.
For Zinsmeister Construction, that meant:
Building a stronger website foundation
Testing high-intent Google Search traffic
Expanding into Meta lead generation
Retargeting interested prospects
Refreshing creative as performance changed
Moving budget toward the channel producing stronger lead activity
That ongoing decision-making is a core part of how Sleek Digital approaches advertising for service businesses.
Looking for More Leads for Your Service Business?
Sleek Digital helps service businesses use Google Ads, Meta Ads, and SEO to reach potential customers and build a more effective lead generation strategy.