Making Orange County's dream remodels shine on Meta

Server-side tracking built around a custom website

ServicesConversions API · Server-Side Tracking · GA4 · Google Tag Manager

We started with a measurement plan listing every action that mattered: booking a consultation, sending a contact form, tapping to call or email, signing up for a workshop or an open house. Each became a custom event that fires only on a successful submission, so a half-filled form never counts.

Then we moved the tracking server-side. Through Google Tag Manager and Stape we connected the Meta pixel to the Conversions API, so every event reaches Meta from the browser and the server, with deduplication making sure it only counts once. A custom loader script keeps ad blockers from stopping the tags, and we checked by hand that Meta’s click and browser IDs travel with every event. GA4 runs server-side too, with its settings cleaned up along the way.

Since July 2024 the lead campaigns optimize on a single signal only: a scheduled appointment.

Requests recovered from ad blockers and browsers with tracking prevention after the server-side launch.

Reaching homeowners before they call a contractor

ServicesMeta Ads · Creative

A full funnel for a considered purchase

We rebuilt the account as a full funnel aimed at Orange County homeowners in the top income bracket.

• Awareness: showcase posts rotated every 2 weeks, and ads for Sea Pointe’s blog posts, from bathroom ideas to California Rooms
• Acquisition: broad and lookalike campaigns driving consultation bookings
• Remarketing: for people who had already looked at the work

Then we tested different settings to find what works best for Sea Pointe:

• A narrow lookalike audience (people most similar to past clients) beat a broad one.
• Ads work better switched off overnight.
• In remarketing ads, a “Get Quote” button brought more leads for less spend.

In 2026 we merged broad and lookalike into a single campaign, so Meta’s newer delivery system gets more data to match each creative with the right homeowner.

A creative brief, not a wish list

Creative was the biggest lever, and there was room to make new assets more regular and more targeted. So we wrote Sea Pointe a brief of the exact pieces we wanted, campaign by campaign, each with the angle to test, why, and an example from the account to build from.

• Before-and-after reveals of finished homes
• Walkthroughs of the design process, from the first call to the 3D renderings
• Client testimonials and the brand story, 40 years of building in Orange County
• Carousels on the process and on project types: kitchens, bathrooms, fireplaces

Sea Pointe’s team shoots and edits the videos; we brief them, write the copy and decide where each piece runs. A content map keeps every angle in the campaign where it does the most work.

Workshops that fill the room

For each in-person workshop and open house we run a short Meta campaign aimed at homeowners near the venue, with sign-ups through an instant form. The October 2025 workshop drew its sign-ups at an efficient cost per registration.