Conversion tracking for construction, measured in signed contracts
Construction has the widest conversion value spread of anything in this list — a bathroom remodel and a commercial build-out are both one conversion — and the longest bid cycles outside enterprise software. Commercial work is often invitation-based and never touches the website at all, while residential runs through a consultation-and-estimate funnel over months. Counting estimate requests, which is what almost every account does, measures the cheapest and least predictive part of the process.
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Getting and tracking leads for commercial contractors
Where a general contractor's projects come from, and how to tell a remodel lead from a handyman call
A general contractor's residential projects come from Search ads, Local Services Ads, the Business Profile, Houzz and referrals, while commercial work arrives as invitations to bid. Count an enquiry when it books a site consultation for a project inside your scope, minimum and area, and keep the source on the lead in Buildertrend or JobTread through design to the signed contract.
What owners say: 'Every lead wants a door hung or a deck priced under budget, and the addition we signed came from somebody's neighbor.' 'General contractor near me' is typed by people planning a kitchen gut and by people with a sticking door, and Google bills both the same. Real projects then pass through a consultation, a design phase and a proposal over weeks or months. JobTread's forms sit on JobTread's domain and Houzz leads stay inside Houzz, so neither carries a click ID, and by the time the proposal is signed in the client portal nobody can say which ad started it.
The ten-minute check: list last year's signed projects with their contract value and the source written on each lead. Count how many say 'website', 'Google' or nothing at all. Then open Google Ads and see what it counted as conversions over the same period. If the account is full of form fills and the signed remodels have no click attached, bidding has been learning from the small-job enquiries you turn down.
Fixed looks like this: a consultation held, not a form submitted, is the signal Google bids on, signed contracts are imported with their value when they close inside the import window, and Houzz, referral and bid-invite projects are tagged so they never land in an ad upload. Enquiries below your minimum are marked declined at intake, so the account stops paying to find more of them. The free audit starts with that list of signed projects.
Where the leads come from
| Channel | Role | Note |
|---|---|---|
| Google Search ads | Remodel, addition and ADU searches, each with its own project page | Click ID on consultation requests; signed contracts imported with value. |
| Local Services Ads | General contractor category, paid per lead | Callers range from whole-home remodels to small repairs; screen at intake and match by phone and time. |
| Business Profile | Project photos and the reviews referred homeowners check first | Calls tracked apart from ad calls; UTMs on the website link. |
| Houzz, BuildZoom | Homeowners browsing portfolios and requesting quotes | Leads stay on the platform with no click ID; tag them as their own source in the CRM. |
| BuildingConnected, Procore | Commercial invitations to bid | No website visit at all; judge by awarded contracts, outside ad reports. |
| Meta | Portfolio and before-and-after creative for remodel buyers | Measured against held consultations and signed contracts. |
Which calls count
- Count it when
- Count the call when the caller describes a project inside your scope and minimum, at an address you build in, and agrees to a site consultation.
- Minimum duration
- A starting threshold of around two minutes; scoping a remodel takes questions about rooms, budget and timing, while handyman requests are short. The held consultation is the better test.
- After hours
- Project buyers rarely need you at night. Forms and consultation bookings carry the evenings; answer calls in office hours and call forms back the next morning.
Where each lead should land
- Search ad form or call
- Lead in Buildertrend or JobTread with the click ID captured on your own page, carried through the proposal to the signed contract.
- Houzz request
- Lead with source Houzz, entered by hand because Houzz has no outbound trigger, and excluded from ad uploads.
- Local Services Ads call
- Lead with source Google LSA and the caller's number, with the project type noted at intake.
- Invitation to bid
- Opportunity with the platform and the GC named as source, reported apart from residential marketing.
Construction · what breaks
What construction and general contracting companies usually run into
- 01
Estimate requests optimized as conversions
Homeowners collect three or four bids. The request predicts very little.
- 02
Contract values spanning two orders of magnitude
Averaged into one conversion value, so bidding cannot tell a remodel from a build.
- 03
Bid cycles longer than every import window
Especially on commercial work, where procurement adds months.
Construction · the fix
What changes — Construction
Signed contracts as the money event
From the project management system, at actual contract value.
Residential and commercial separated
Different funnels, different cycles, different conversion actions.
Estimate-to-contract rate visible by campaign
The number that identifies bid-shopper traffic.
Construction · architecture
The conversion map for construction and general contracting companies
Five steps over months, with the value carried through to the end.
- 1
Estimate request
Homeowners bid-shop.
- 2
Consultation attended
A real time commitment and a much better predictor.
- 3
Estimate or bid submitted
Serious, and still not revenue.
- 4
Contract signed
The money event, at the actual contract value.
- 5
Work type
Residential or commercial, carried on the conversion.
Construction · diagnose
Where construction and general contracting companies tracking usually breaks
- 01
Bid cycles exceeding import windows
Measure the click-to-signature distribution before designing anything that depends on uploading contracts.
- 02
Commercial work arriving by invitation
No click, no attribution. Report it separately rather than letting it distort paid.
- 03
Averaged contract values
Which removes exactly the signal bidding most needs.
- 04
Seasonal and weather-driven demand
Compare like periods, and say so in the report.
Construction · prove
How the work is proven — Construction
Source of truth
The project management system — contracts signed by date with their values, split by work type, for the same window
- Signed contracts reconciled per project against what each platform reports.
- The click-to-signature distribution measured against every import window.
- Actual contract values confirmed on the conversion rather than an average.
- Invitation-based commercial work identified and reported separately.
Construction · free audit
What we check in the free audit
- Bid cycles exceeding import windows
- Commercial work arriving by invitation
- Averaged contract values
- Seasonal and weather-driven demand
Checked against
The project management system — contracts signed by date with their values, split by work type, for the same window
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Construction · when not to buy
What lands in your monthly report — Construction
- Signed contracts and contract value by campaign, split residential and commercial.
- Cost per signed contract next to cost per estimate request.
- Estimate-to-contract rate by campaign — the bid-shopper detector.
- Average contract value by campaign, which separates remodel traffic from build traffic.
Construction · what we deliver
The flow we build — Construction
Click identifier captured and persisted server-side
Across a cycle measured in months, not days.
Carried into the CRM and project system
Onto the lead and then the project record.
Signed contract fires the conversion
With the contract value and the work type.
Cancelled projects reversed
Signed work that never breaks ground is not revenue.
Written guarantee
95%+ tracking accuracy
Measured against The project management system — contracts signed by date with their values, split by work type, for the same window. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
Construction questions, answered
No. The value spread is the most useful signal you have — a bathroom remodel and a whole-house build are both conversions, and bidding needs to know which one a campaign produces. Averaging them removes the only thing that distinguishes a good campaign from a busy one.
Often not — Google's import window is 90 days from the click. Optimize toward attended consultations valued at your own consultation-to-contract rate, and report contract revenue separately over the real cycle.
Not to a click. Report it as its own line so it neither flatters nor deflates paid, and measure paid against the residential and inbound commercial work it actually produced.
Measure the estimate-to-contract rate by campaign and act on it. Campaigns that generate cheap estimate requests with a low close rate are usually costing more per signed contract than the ones that look expensive per lead.
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