Independent Building Group

Case Study

project overview

Independent Building Group is a high-quality renovation specialist based on the Sunshine Coast, delivering architectural renovations, bathroom upgrades, and full internal remodels. With deep roots in carpentry and project management, owner Michael Martello built a business known for bespoke, detail-driven work and a hands-on, client-first approach.

Service Provided

Digital Strategy, Lead Generation and sales automation

Niche

High-Quality Renovations

Location

South East Queensland

The Challenge

While IBG had a strong reputation and a steady trickle of referrals, they lacked a consistent lead generation engine. Previous marketing efforts relied on Instagram and word-of-mouth, which limited their ability to reach new clients and scale. With Michael looking to step off the tools due to injury, a steady, high-quality lead flow was essential to support revenue growth and build a more saleable business. The goal: increase revenue from $400K to $625K per quarter and ultimately grow to a $2.5M annual business.

The Approach

The Arrow Agency designed and deployed a full-funnel lead generation system tailored to IBG’s goals. This included highly targeted Google and Meta advertising campaigns focused on premium suburbs across the Sunshine Coast, a new CRM to streamline lead capture and follow-up, and strategic messaging to pre-qualify ideal clients. We also supported refinements to IBG’s quoting process to reduce time spent on low-budget enquiries and reinforce their premium positioning.

The Results

Arrow Agency’s digital strategy transformed Independent Building Group’s lead generation, boosting Google Ads conversions by 154% (from 88 to 224) and cutting the cost per lead to $34.62. Meta leads jumped by 875%, and the introduction of a new CRM streamlined follow-up while targeting premium clients across the Sunshine Coast.

In six months, the system generated 164 opportunities worth $2.41M, with improved website performance (31% lower bounce rate, 24% engagement rate). These results enabled owner Michael Martello to step back from on-site work and focus on scaling the business toward its $2.5M annual revenue goal.

224 Google Ads conversions in Q1 — up from 88 the previous quarter

+ 0 %

Cost per Google conversion reduced

$ 0

164 opportunities created in 6 months

$ 0 M

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what Independent Building Group has to say

“The Arrow team completely transformed how we generate leads. I’ve got a reliable system now that brings in serious enquiries, and I’m no longer relying on referrals or social media luck. It’s allowed me to step back from the tools and focus on growing the business the right way.”

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Michael Martello

Owner of Independent Building Group

Independent Building Group highlights

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