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/ Digital marketing case study

MPM's breakup with GoHighLevel

We helped an Illawarra builder reclaim their digital presence, and 10x lead quality – without lifting a hammer.
1
47% increase in lead volume
A better site, smarter tracking, and a retargeting strategy turned the tap back on – with more leads in just two months.
2
83% drop in cost per lead
MPM’s CPL went from $31 to $5 through a creative, full-funnel Facebook Ads strategy that warmed up leads before converting them.
3
100% website ownership
Complete control over domain, hosting, and tracking, without the need to request updates or changes.
Logo of MPM Carpentry featuring a stylized roof design and the name in bold text, symbolizing quality craftsmanship.

MPM Carpentry & Construction

MPM Carpentry & Construction is a Sydney-based building company doing high-end residential work – think quality renovations, smart extensions, and architectural carpentry that actually lasts.

They’re builders with a brain, and they’ve built their reputation the old-school way: word of mouth, straight talk, and jobs done right.
But as the jobs got bigger and the business grew, their digital setup stayed stuck in 2015. What started as a quick fix – a hands-off marketing “package” with a white-label platform – turned into a bottleneck. Slow site, bad UX, no tracking, and zero control.

MPM knew they were leaving leads (and money) on the table – they just needed the right crew to rip it up and rebuild.

The challenge

MPM came to us frustrated, burned, and boxed in.

They were locked into a clunky, one-size-fits-none marketing platform that looked decent on the outside but was all duct tape underneath.

They couldn’t access their own domain. Couldn’t update their site without waiting two weeks for a third-party dev. Couldn’t see what was working or why. The site was slow, lead quality was tanking, and the business was growing despite their online presence – not because of it.
1
Zero control over domain, site, or hosting
2
No tracking or analytics to see what was working
3
Poorly designed website with no conversion strategy
4
Ongoing costs for a platform they didn’t own or understand

Before

A modern construction website showcasing MPM Carpentry & Construction's services, including decks, pergolas, and renovations.

After

A construction worker installing wooden beams for home renovations, emphasizing quality and expertise in building services.

Website + Paid Advertising

Image showcasing a modern service layout for home renovations including decks, bathrooms, and kitchens, with a 3-step process
Alt text: "Home renovation project showcasing a before-and-after transformation of an exterior space.
Promotional image for a deck renovation service featuring a pool and wooden deck, highlighting a summertime special offer.
Promotional graphic for dream deck building services, featuring a blue pool and wooden deck, with contact information.
Summertime promotion for deck renovations, featuring a call to action for quotes and a discount offer.
Promotional graphic offering a 15% discount on deck renovation services, featuring a sunny backyard scene with seating.

/ Strategy 1

Rebuild from the ground up

The old site was a Frankenstein: slow, bloated, and allergic to conversions.

So we scrapped it entirely and built a lean, fast-loading WordPress site tailored to how real humans browse, decide, and buy.

Using the StoryBrand framework, we rewrote and redesigned every page to speak directly to MPM’s ideal client – busy homeowners looking for a builder they can actually trust.

Clear hierarchy, bold CTAs, SEO-friendly copy, and no fluff. A digital home that worked as hard as the real ones they build.

/ Strategy 2

Take back control

MPM didn’t own their domain. Their hosting was with some random third-party. Their ad accounts? Who knows.

We fixed all of that. We consolidated everything under their control: migrated their domain to a secure, reputable host, set them up with their own Meta Business Suite, installed proper analytics, and documented every login in plain English.

No more gatekeepers, no more mystery. Just digital infrastructure that’s simple, transparent, and theirs to keep.
Start here

/ Strategy 3

Create, test & optimise

We didn’t just throw up some ads and hope.

We built a full-funnel Meta Ads strategy designed to attract, educate, and convert.

Top-of-funnel video content to build trust. Mid-funnel retargeting with clear proof and offers. Bottom-funnel lead forms with smart copy and scroll-stopping visuals.

Then we tested, tweaked, and scaled what worked.

The result? Lower CPL, better lead quality, and a predictable pipeline of clients who already liked what they saw.
Silver laurel leaf design, symbolizing achievement and victory, elegantly curving against a transparent background.
Logo of MPM Carpentry featuring a stylized roof design and the name in bold text, symbolizing quality craftsmanship.

"I honestly wasn’t expecting much when I signed on with Aesthetic, just hoped for a slight improvement with my ads. But they ended up completely changing things. My cost per lead dropped significantly more than I thought it would, and I’m actually seeing results I can understand. They redid and rewrote my entire website and it finally sounds like my business and tells a story. I didn’t know what a data driven strategy meant before this, but whatever they’re doing, it works. They’re smart, they explain things in normal human language, and they’re actually nice to work with."

Shiny wooden deck with a covered patio area, surrounded by greenery, reflecting recent cleaning or rainfall.
Kristina,
Account Manager at Aesthetic
Silver laurel wreath with elegant leaves, symbolizing victory and achievement.

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