How a rural exterior contractor turned scattered marketing into a measurable lead engine
Draft — not for publishing yet. Public draft. Keep dollar figures out. Needs Ironclad’s approval and a quote from Kyle Kirschten.
Ironclad Construction, Beresford, SD — siding, windows, roofing, gutters, decks and storm repair across eastern South Dakota, northwest Iowa and northeast Nebraska.
ServicesGoogle Ads, Local Services Ads, Meta ads, streaming TV and programmatic, local and technical SEO, website, call tracking, video, print and fleet graphics.
The results, by the numbers
Where they started
Ironclad installs premium brands — LP SmartSide siding, Pella windows and Malarkey roofing — across a largely rural market. Its marketing had grown up around habit: weekly ads in a half-dozen local newspapers, direct mail, word of mouth and a website that wasn’t pulling its weight.
Leads came in by phone, form and referral, but nobody could say which dollars produced which jobs.
The plan
Measured everything first
We installed call tracking across the website and gave every print ad its own number, set up conversion tracking, and added a “How did you hear about us?” question to the quote form. Ironclad now sees ad spend, calls, form leads and print in one monthly report.
Won the local “near me” search
Google Local Services Ads became the anchor, with the Google Screened badge. Search campaigns targeted high-intent local searches and manufacturer-brand searches like “Pella replacement windows,” with separate campaigns for each brand to qualify for co-op advertising funds.
Added streaming TV and programmatic
In August 2026 we launched streaming TV, programmatic display and site retargeting for Ironclad’s Pella windows and LP SmartSide siding lines, using 30-second spots shot on live Ironclad job sites.
Fixed the website’s technical SEO
A full crawl uncovered heading problems and oversized images slowing pages down. We fixed them and keep monitoring.
Built a cause people rally behind
“Building for a Cause” is an annual spring promotion with Warriors Never Give Up, a nonprofit serving veterans. We built the landing page, video, print and social campaign.
Rightsized print with data
Instead of cutting rural newspapers entirely, we trimmed oversized placements and kept Ironclad’s presence in every community.
What changed
- Local Services Ads delivered the lowest cost per lead of any paid channel, with top-of-page placement on 98.4% of eligible searches.
- Six keywords — 9% of the keyword set — produced 64% of calls from search ads. “Pella replacement windows” turned 26% of clicks into phone calls.
- Digital now drives the phone: 68% of answered calls come from digital channels, and 26% from unpaid search alone.
- Lead sources are finally visible: Google is the #1 source of quote requests (40%), followed by referrals (14%) and social media (9%).
- Siding (38%) and windows (36%) outpace roofing (26%) in quote requests, reshaping the plan around higher-value, year-round work.
- Streaming TV and programmatic, first full month (Sept 2026): 256,000 impressions, about 80,000 households reached, and about 99% of TV spots watched to completion.
“Working with NUREV has been a game-changer for our marketing. They have exceeded our expectations.”
— Kyle Kirschten, Ironclad Construction
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