How we took a Darwin concrete resurfacing business from no online presence to receiving up to 6 qualified leads per day using targeted Meta Ads, with leads converting into $20K+ commercial projects.
Darwin Spray Pave is a concrete resurfacing specialist based in Darwin, NT, offering spray paving, epoxy flooring, grind and seal, and polished concrete for residential and commercial clients.
When they came to WJE Digital, they had almost no digital footprint. One lonely post on Facebook and Instagram. Zero enquiries coming through online channels. All work came from word of mouth, which meant an inconsistent pipeline and zero control over growth.
Not a single lead was coming through any online channel. The business had no advertising, no lead capture, and no way to attract new customers digitally.
One lonely post across Facebook and Instagram. No website optimised for enquiries. No social proof beyond word of mouth from past clients.
Even when enquiries did come in through word of mouth, there was no process for tracking or following up. Leads were slipping through the cracks while the owner was on the tools.
We built a complete lead generation system using targeted Meta (Facebook and Instagram) advertising designed specifically for concrete resurfacing services in the Darwin market.
We identified homeowners in the Darwin and greater NT region actively considering concrete resurfacing, driveway upgrades, and outdoor living improvements. Campaigns targeted people at the point of decision, not just browsing.
Using before-and-after photos from completed projects, we built ad creative that showcased real transformations. Concrete resurfacing is one of the most visually dramatic trades, and we leaned into that.
Every enquiry was captured through Meta lead forms and routed directly to the business owner for immediate follow-up, ensuring no lead went cold while Rod was on the tools.
Within weeks of launching, Darwin Spray Pave went from zero digital enquiries to receiving multiple qualified leads every single day. Here's the Q1 2026 performance data.
| Metric | Before WJE Digital | After WJE Digital |
|---|---|---|
| Online Enquiries | 0 | Up to 6 per day |
| Monthly Leads (Q1 2026) | 0 | ~27 per month |
| Cost Per Lead | N/A | $36.10 (avg), $14 (best) |
| Total Leads (Q1 2026) | 0 | 82 leads |
| Total Ad Spend (Q1 2026) | $0 | $2,960 |
| Pipeline Status | Inconsistent | Booked out 3+ months |
| Commercial Projects | Rare | Hotel restoration ($20K+) |
| Business Trajectory | Stagnant | Rebranding for expansion |
At $36 per lead with an average job value of $3,000 to $6,000 (and commercial jobs exceeding $20,000), the return on ad spend is extraordinary. Even at a conservative 10% close rate, $2,960 in ad spend generated tens of thousands of dollars in booked revenue. This is not vanity metrics. This is real money on the board.
Here's what Rod had to say throughout the engagement, in his own words. These are unedited text messages showing the real-time impact on his business as leads and jobs started rolling in.
"We came to Will at WJE Digital with almost no online presence, just one lonely post on Facebook and Instagram, and zero enquiries. After he launched our Meta ads we started receiving up to 6 qualified leads every day and are now booked out for the next 3 months.— Rod, Owner, Darwin Spray Pave
Will's communication is clear, his reporting is easy to follow, and his ideas actually translate into jobs on the board. We are so confident in the results that we are now rebranding for expansion and have asked Will to build our new website and set up Google Ads as well.
If you want a partner who treats your marketing budget like his own and delivers real growth, give Will a call. Could not recommend him more highly. We look forward to a long lasting relationship with Will."
The consistent flow of qualified enquiries didn't just fill the calendar. It fundamentally changed the trajectory of the business.
Booked out months in advance. From an empty calendar to turning work away. The pipeline became so full the business could be selective about which jobs to take.
Commercial projects landing. The increased visibility attracted larger commercial contracts, including a full hotel restoration worth over $20,000 with deposits paid.
Business expansion. Rod is now rebranding and expanding the business on the back of the growth generated by the campaigns.
Additional services commissioned. Darwin Spray Pave has engaged WJE Digital to build their new website and set up Google Ads, extending the partnership beyond Meta ads.
Referring other businesses. Rod has personally referred other business owners to WJE Digital based on his experience and results.
If your trades business needs a consistent flow of qualified leads, let's have a chat. No obligation, no hard sell.
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