How Frontier Log Home Restoration Lifted Conversions 61% While Cutting Cost Per Conversion 36%

Log home restoration is specialist work with a long decision cycle. The owners who need it research carefully, compare their options, and often take weeks or months before reaching out. Add the fact that the customers are spread across two countries, and you have an advertising problem that punishes lazy setups: broad targeting wastes money on the wrong geography, and a campaign that only captures first-visit enquiries misses everyone still making up their mind.

The challenge

Grow enquiries across both Canada and the United States while bringing the cost of each one down, and stay in front of the researchers who were not ready to act on their first visit.

What we did

Cross-border advertising means treating each country as its own market rather than drawing one big circle around North America. Competition, costs, and search behaviour differ on each side of the border, and the campaigns were built to respect that, which is what let them perform on both sides rather than averaging out across them.

Because of the long consideration cycle, remarketing did serious work in this account. Visitors who had shown genuine interest were re-engaged with tailored remarketing campaigns, keeping the company present through the weeks where a homeowner is deciding whether and when to commit. For high-value, slow-decision services, the second and third touch is very often where the enquiry actually happens.

The rest was the unglamorous part that drives most of the result: ongoing optimisation. Search terms reviewed and pruned, bids adjusted against what converts, ad copy refined round after round. None of it is dramatic in any single week, and all of it compounds.

The results

Conversions rose 61% while overall costs came down, and the cost per conversion fell 36% through that ongoing optimisation. More enquiries, each one cheaper: both halves of the equation moved in the right direction at the same time.

The takeaway

When the buying decision is slow and the audience spans borders, the account has to do two jobs at once: respect geography in its structure and respect time through remarketing. Then optimisation does its quiet compounding work. If your customers take their time to decide, your account should be built for that. PPC Sorted builds them that way. Get in touch.