Contractors Intelligence School · California
3× enrollment and the top spot in California
Contractors Intelligence School prepares contractors for their California license: in-person classes, online courses, study materials and practice exams. Their data was scattered and their ad accounts were built on outdated structures. We gave them one source of truth in BigQuery and rebuilt the funnel across Google, Microsoft and Meta.
The result
- 3×student enrollment
- +$1.49Mgross profit, year over year
- +32%revenue, year over year
- Channels
- Google Ads
- Microsoft Ads
- Meta Ads
- Reported
- November 2024
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At a glance
The short version
Starting point
Marketing data spread across a custom CRM and the ad platforms. A few Google Ads tags hand-coded into the site, no Tag Manager. Broad targeting, basic bidding, static creative.
What we did
Piped ad, call, search and CRM data into BigQuery. Rebuilt the campaigns by funnel stage on Google, Microsoft and Meta. Ran one message across every platform and the site.
Result
3× student enrollment. +$1.49M gross profit and +32% revenue, year over year. 10+ hours a week back for the leadership team, and the top contractor-licensing education provider in California.
The data stack
One source of truth, fed on its own
Pulling the numbers together used to take days. Now every source lands in BigQuery automatically, and the team reads it in seconds.
Contractors Intelligence School · data stack
Sources
- Google Ads
- Microsoft Ads
- Meta Ads
- CallRail
- Search Console
- CRM
Connectors
- Funnel.io
- Zapier
Warehouse
- BigQuery
Outputs
- GA4
- Data Studio
- Google Sheets
10+ hoursa week of C-level time saved
Six sources, two connectors, one warehouse, three outputs.
How we did it
Three pillars, one enrollment engine
Our 3-Pillar Method™: tracking, structure, message. Here’s what each one meant for this school.
Pillar 1 · Conversion tracking
One source of truth in BigQuery
The school ran on a custom CRM plus a few Google Ads tags pasted into the site’s code. No Tag Manager, little event tracking, and CRM data barely used. A report took days to pull together.
We cleaned up the tracking and brought in Funnel.io. With Zapier, it pipes Google Ads, Microsoft Ads, Meta Ads, CallRail, Search Console and CRM data into Google BigQuery, and from there into GA4, Data Studio and Google Sheets.
Pillar 2 · Account structure
Campaigns built around the funnel
The old accounts ran on outdated structures, broad targeting and basic bidding, so budget leaked into low-quality traffic.
We rebuilt the campaigns by funnel stage, top (ToFu), middle (MoFu) and bottom (BoFu), across Google Ads, Microsoft Advertising and Meta Ads. Each stage got its own bidding strategy, so the money went to the students most likely to enroll.
Pillar 3 · Communication strategy
One message, everywhere
The creative was static and rarely tested. We synced the messages and creatives across every platform and the website, so a prospect met the same story at every stage of the funnel.
In their words
Hear it from Leo
Video review“Our business grew exponentially”
Data audit
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