Masonry case study
How Chavez Tuckpointing got 52 leads in one month at $19.50 each
Chavez Tuckpointing is a family masonry, tuckpointing, and chimney company in Valparaiso, Indiana, in business since 2008. Forge Systems built their website and lead system, then ran their Google Ads, local SEO, and Meta ads. Their Meta campaign brought in so many leads the crew couldn't keep up, so they paused it.
The results
52
Meta leads, August 10 to September 9, 2026
$19.50
cost per lead on $1,014 of ad spend
29 → 100
Google reviews, rating up from 4.7 to 4.9
#1
on the Google map for tuckpointing and brick repair across their service area
| Ad spend | $1,014 |
|---|---|
| Leads | 52 |
| Cost per lead | $19.50 |
| Impressions | 38,600 |
| People reached | 17,333 |
Where they started
When Erik came to us, Chavez Tuckpointing had 29 Google reviews at 4.7 stars and a website with a quote form but no system behind it. Nothing texted people back. Nothing asked customers for reviews. Nothing caught the calls he missed while he was up on a chimney with a grinder in his hand.
What we built, in order
- 1
A website that actually works
Quote forms and web chat that text the lead back in seconds and alert Erik on his phone, plus a page for each service in each town they serve across Northwest Indiana and Southwest Michigan.
- 2
Missed call text back
Any call Erik can't answer from the scaffold gets an automatic text, so the homeowner doesn't move on to the next mason.
- 3
Google review system
Every customer gets a text after the job with a one-tap link straight to Chavez's Google review box, plus a few automatic reminders if they forget.
- 4
Google Ads and Local Services Ads
Search campaigns focused on chimney and restoration work, the jobs Erik wants more of.
- 5
Local SEO
Google Business Profile cleanup, directory listings, and service pages built to rank on the Google map.
- 6
Meta ads
Facebook and Instagram ads using Chavez's own job photos, aimed at homeowners in their service area.
We did the website first on purpose. Paying for ads before the site and follow-up can convert leads is how contractors burn money with agencies.
More from the reports
- September 2026, all ad channels: $1,479.89 in spend brought in 20 tracked inquiries at $73.99 each, even with ads deliberately slowed mid-month because Erik asked for less volume.
- Google map rankings (81-point grid, September 29, 2026): #1 for "tuckpointing near me", #1 for "brick repair near me", #3 for "masonry contractor near me".
- Organic search, September 2026: 102 clicks and 8,830 impressions from unpaid Google search results.
- Google Ads only counts a call as a conversion once it passes 66 seconds, so these are real conversations, not hang-ups.
All numbers come from Chavez Tuckpointing's Meta Ads Manager, Google Ads, Google Search Console, and Forge Systems monthly reports. Look them up yourself: Chavez Tuckpointing, Valparaiso, Indiana.
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