Ironclad Construction Group: From Google Sheets to a $5.7M Sales Machine
How ModFX Media became Ironclad's full outsourced marketing department, rebranding, website, Google Ads, Meta Ads, GoHighLevel CRM, and content, adding $2.5M in revenue and two new markets in 12 months.
A $3.2M residential construction company managing leads via text messages and a shared Google Sheet became a multi-market operation with a real sales infrastructure - adding $2.5M in revenue and expanding into 2 new markets in the first year.
Industry
General Contracting / Residential Construction
Location
Southeast US (Multi-Market)
Timeline
12 Months
Services
Branding, Website, Google Ads, Meta Ads, CRM, Content
The Challenge
Ironclad Construction Group was a growing, capable business doing $3.2M/year across three Southeast markets, but operating with zero marketing infrastructure. Leads were tracked in a shared Google Sheet. Follow-ups happened via text message. They had just hired their first dedicated marketing person but had no systems, no strategy, and no playbook to hand them.
The CEO had a clear goal: add $2M in revenue within 12 months and lay the foundation to scale into additional markets. What he needed wasn't just an ad agency, he needed an entire outsourced marketing department that could build the machine from scratch, then hand it off to his internal hire to run.
No CRM, leads managed via text message and a shared Google Sheet
No marketing systems, processes, or attribution tracking
Brand identity inconsistent across markets, no cohesive visual presence
Existing website had no portfolio, no conversion architecture, no city targeting
No paid media presence, growth entirely dependent on referrals
Internal marketing hire with no systems or strategy to execute against
The Solution
ModFX Media stepped in as Ironclad's fully outsourced marketing department, executing across every layer of the growth stack simultaneously.
This wasn't a campaign engagement. We built the brand, the website, the ad systems, the CRM, the content engine, and the internal training, then handed the keys to their team.
Full Brand Identity Rebuild
Redesigned Ironclad's visual identity from the ground up, new logo, colour system, typography, and brand guidelines that could scale consistently across all five markets. The rebrand immediately elevated perceived value and gave their marketing hire a clear visual language to work within.
New Website with Project Portfolio & Market Pages
Built a conversion-focused website featuring a full project portfolio gallery, service pages, and dedicated market-specific landing pages for each region they served. Every page was built to rank, convert, and demonstrate the quality of Ironclad's work.
Google Ads, Market-Specific Campaigns
Launched separate Google Ads campaigns per market targeting residential construction, custom home builds, additions, and renovations. Each campaign had dedicated landing pages with local project photos and market-specific social proof.
Meta Ads, Project Showcase & Retargeting
Built Meta campaigns using before/after project content and video walkthroughs to drive awareness among homeowners in each service area. Retargeting sequences kept Ironclad top of mind for high-intent prospects over a 30-90 day consideration window.
GoHighLevel CRM & Full Pipeline Architecture
Replaced the Google Sheet entirely. Built a custom GoHighLevel CRM with market-segmented pipelines, stage-based automation (acknowledgement, follow-up, proposal sent, contract signed), and lead source tracking, giving the team full visibility into every active opportunity.
Content Calendar & Internal Team Training
Developed a recurring content calendar of project showcase videos and progress updates. Trained their internal marketing hire on every system built, so the team could maintain, extend, and eventually own the infrastructure ModFX created.
The Results (12 Months)
| Metric | Before ModFX | After ModFX | Change |
|---|---|---|---|
| Monthly Leads (digital) | ~15 | 95+ | +533% |
| Cost Per Lead (blended)No prior attribution system in place | Unknown | $58 | Tracking built |
| Pipeline Value (monthly) | ~$400K | $1.8M | +350% |
| Annual Revenue | $3.2M | $5.7M | +78% |
| Markets Served | 3 | 5 | +2 New Markets |
* Pipeline value reflects active opportunities tracked in GoHighLevel across all markets.
Monthly Leads (digital)
Before
~15
After
95+
Cost Per Lead (blended)
No prior attribution system in place
Before
Unknown
After
$58
Pipeline Value (monthly)
Before
~$400K
After
$1.8M
Annual Revenue
Before
$3.2M
After
$5.7M
Markets Served
Before
3
After
5
+$2.5M
Revenue Added in Year 1
$3.2M → $5.7M
+350%
Monthly Pipeline Value
$400K → $1.8M
5
Markets Now Served
Expanded from 3 to 5
“Justin didn't just run our ads, he built the entire machine. CRM, automation, content, ads, website, everything. We went from managing leads on a Google Sheet to running a real sales operation. And we added $2.5M in revenue in the first year.”
Growing fast but running on spreadsheets and gut feel?
If your business has outgrown its marketing infrastructure, or never had one to begin with, we can build the full system from scratch. Brand, website, ads, CRM, content, and team training. One partner. One machine.
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Book a free strategy session and let's map out your growth system.