Find the moment
We stopped treating every homeowner as one audience. ADU prospects needed feasibility and confidence. Painting prospects needed a reason to act now: a new home, an HOA notice, a listing date, or a closing weather window.
Founder portfolio · Renovar Construction
One contractor.
Two new reasons to call.
We turned Renovar’s construction credibility into complete acquisition systems for ADUs and residential painting, from the first market question to the sales team’s next move.
The assignment
Make a broad builder feel specific at the moment of demand.
Renovar could build a custom home, develop multifamily projects, remodel an existing house, add an ADU, and manage a repaint. That range was real. It was also too much for one generic campaign to explain at once.
The answer was not a louder master brand. It was a connected system of focused offers. Each service line got its own customer, reason to act, visual language, qualification path, and sales pipeline while the credibility of Renovar Construction stayed intact.
Construction campaign results
Proof in the pipeline, not just on the page.
$2.2Min ad-attributed new revenue after 15 weeks
100+campaign submissions
41site visits booked
14estimates delivered
5ad-attributed signed contracts
Construction campaign · May—August 2026 · Painting campaign excluded
The strategic system
The campaign began before Ads Manager.
Build the right promise
Renovar Painting did not need to look like another painter with a ladder. The parent company already built homes. We turned that operational credibility into the position: a painting service run with a builder's discipline.
Carry it past the click
The ad, page, form, CRM record, sales alert, conversion event, and report were designed as one chain. The work did not stop when someone filled out a form.
The acquisition architecture
One company. Three questions the system had to answer.
The main site proved Renovar could do the work. Focused paths then resolved the specific uncertainty keeping an ADU or painting buyer from taking the next step.
Parent site · Establish capability
Can Renovar handle the whole project?
We rebuilt Renovar’s main site into an 80-page search foundation spanning custom homes, remodels, roofing, multifamily, commercial work, locations, and real projects. It gave search engines depth and homeowners proof.
80pages built for search, authority, and proof
ADU path · Answer feasibility
Can I build an ADU here?
Answer the first constraint. Turn an address into a credible path toward a build conversation.
Property fit · zoning · budget- Check address
- See feasibility
- Book consultation
Painting path · Make change visible
What could this home become?
Make the transformation tangible. Show the finish, lower the risk, and turn interest into an on-site quote.
Room · finish · timing- See the change
- Choose the project
- Get a quote
Renovar Painting · Paid creative
We sold the moment, not the adjective.
Painting earned the creative spotlight because it posed the sharper positioning problem. Roughly 190 active Denver-area ads repeated the same claims: quality, trust, free estimates. With limited painting-specific social proof at launch, Renovar could not win by saying them louder. We built the campaign around the moments that made a quote matter now.
Campaign development used both real Renovar project photography and clearly labeled visualization imagery. Visualizations were never presented as completed client work.
Beyond the landing page
A lead is only useful if the system knows what to do next.
- 01Two distinct service-line identities inside one parent brand
- 02Dedicated ADU and painting landing experiences
- 03Nine painting concepts rendered across four Meta placements
- 04Trigger-led copy for new buyers, HOA notices, pre-listing, seasonality, and transformation
- 05Multi-step homeowner qualification instead of a generic contact form
- 06Separate CRM pipeline, field mapping, lead notifications, and sales-stage reporting
- 07Browser and server conversion tracking with event deduplication
- 08Personalized ADU feasibility reports that gave the sales team a useful second touch
- 09A rebuilt main-site architecture with project, service, and location depth
The proof source
The brand already had the work. We made the work legible.
Renovar’s own archive supplied the strongest evidence: homes the team had built, remodeled, and painted. The campaign system organized that evidence around the decision a homeowner was making.
What the work changed
Renovar left with a system it could operate, measure, and extend.
The deliverable was not a collection of attractive screens. It was a repeatable way to enter a new service line without confusing the parent brand: research the market, define the trigger, build the promise, carry it through the page, qualify the lead, preserve the source, and give sales the next action.
That is the standard Blujay carries forward: visible craft on the surface, operational discipline underneath it.
Evidence & method
What this case study is based on
Archived strategy documents, nine original ad concepts, 36 rendered placements, two live campaign properties, reconciled CRM records, tracking specifications, main-site project photography, and the operating notes used to launch the systems.
What it does not claim
It does not treat forecast performance as actual performance, attribute every business outcome to marketing, or describe visualization imagery as client work. Where the artifact is the evidence, we show the artifact.
Questions, answered
What did CJ build for Renovar Construction?
CJ led the strategy and production of Renovar's ADU and painting growth systems through PRZM Studio. The work included market research, positioning, landing pages, paid social creative, qualification forms, CRM routing, tracking, reporting, and homeowner feasibility materials.
Was the Renovar work designed for organic search?
No. The primary objective was paid acquisition. The landing pages were designed to convert traffic from Meta campaigns, qualify homeowners, preserve attribution, and move each lead into the correct sales workflow.
Why did Renovar Painting need a separate campaign system?
Painting has a shorter buying cycle, different trigger events, different geography, and different proof than ADU construction. Giving it its own positioning, visual language, landing page, tracking dataset, and CRM pipeline kept the offer clear without disconnecting it from Renovar Construction.
What results did the construction campaign produce?
Over its first 15 weeks, May through August 2026, the construction campaign generated more than 100 submissions, booked 41 site visits, delivered 14 estimates, and produced 5 ad-attributed signed contracts representing $2.2 million in new revenue.
Your work, made impossible to overlook.