Raees had been burned by agencies in a previous business and was still selling premium steel doors through Yellow Pages. Here's how a Google Ads strategy built around high-intent searches turned a stagnant niche into a pipeline of architect-tier clients, including a single $50K sale.
Raees runs Legacy Wrought Iron, a Brisbane and Sydney supplier and installer of premium steel doors, gates, and balustrades. Average job value starts at around $6,000 and runs well into five figures for the upper end of the architectural market.
Before working with WJE Digital, Raees had been through multiple agencies in a previous concrete formwork business. Promises were made. Money was spent. Quality leads never materialised. By his own words, he was "burnt through on cash flow" and constantly chasing agencies that should have been delivering for him.
When he started Legacy, Raees went back to what he knew: Yellow Pages and similar print-style platforms. The business kept ticking over, but it wasn't growing, and it wasn't reaching the architect, interior designer, and high-end homeowner market the brand was built for.
The customer for a $6K+ steel entry system isn't browsing trade directories. They're architects briefing on a high-end build, interior designers specifying for a client, or affluent homeowners researching late at night. Yellow Pages doesn't put you in front of any of them.
In a high-ticket niche, ten cheap enquiries from people pricing-shopping is worse than one genuine architect-tier lead. Most digital strategies optimise for volume. Without a deliberate focus on intent and qualification, the wrong leads burn time, drown signal, and demoralise the sales pipeline.
Unlike businesses that need an underperforming account fixed, Legacy was starting from scratch. No Google Ads history, no analytics baseline, no audience data. Every piece of the funnel, from keyword strategy to landing pages to lead capture, had to be built and then optimised against real performance data.
After watching agency fees disappear with no return in his previous business, Raees was sceptical of the entire industry. Any new partnership had to prove itself fast, communicate clearly, and back promises with verifiable results, not platitudes and monthly invoices.
For a business where one sale can be worth $50,000, the goal isn't filling a CRM with enquiries. It's putting the brand in front of the small number of people who are genuinely ready to specify or buy a premium steel entry system, in the suburbs where that buyer actually lives.
We built tightly themed campaigns around terms that signal readiness to buy a premium product, separating steel doors, pivot doors, gates, and balustrades. Generic and informational traffic was filtered out with deliberate negative keyword lists, so spend only flowed to searches with genuine commercial intent.
We weighted spend toward postcodes that produce the right kind of client: Brisbane's higher-end residential pockets and Sydney's affluent northern suburbs, including Mossman, where a single lead converted into a major architect-tier sale. The strategy keeps refining as more high-value postcodes are identified through closed-deal data.
For a considered, high-ticket purchase, the phone call is the conversion that matters. We built the funnel to drive enquirers directly into a sales conversation, not a form they may never return to. Roughly 70% of calls now convert into a real quote opportunity, which is the metric Raees actually cares about.
Within the engagement, Legacy went from a Yellow Pages-reliant business to a premium pipeline backed by verifiable closed jobs. The two screenshots below come straight from Raees's own systems and from text messages between Raees and Will.
In January 2026, a single Google Ads enquiry came in from Mossman, an affluent suburb in northern Sydney. Months later, that one lead closed as an architect-tier installation worth approximately $50,000. The kind of result that justifies the entire ad budget on its own, and the reason campaigns are now actively weighted toward similar postcodes.
"Our best month so far has been about $70K in revenue, which was fantastic. We're on the right track." Raees, Owner, Legacy Wrought Iron
In a niche where the average sale is $6,000 and the upper end runs into the tens of thousands, generating "lots of leads" is a vanity metric. The real number that matters is closed jobs. By deliberately targeting the searches and suburbs that produce architect-tier buyers, we keep volume small, qualification high, and ROI strong on a modest ad spend. The result is a pipeline that grew month on month without bloating the budget.
"Our best month so far has been about $70K in revenue. That gave us the confidence to realise we have the potential there. We're on the right track.""Number one, open and clear and consistent communication. Number two, you back it up with proven results. I didn't have to chase Will up once."
"A year ago, I was still working off Yellow Pages and similar platforms. Digital marketing with the right agency is a game changer."
"It allowed me to sit back and enjoy my personal life better. Not have to stress, because the communication is always there and the results have been proven."
"Will has been a fantastic help to the growth of my new business. He has gone above and beyond in every single way possible. My business has since increased in sales significantly. Will has invested in my business as if it were his own and the results prove it. I have tried many different digital marketing companies over the years and Will is by far the best there is. Couldn't be happier!"
WJE Digital is a Brisbane-based digital marketing agency that manages Google Ads and Meta Ads exclusively for Australian trades and home service businesses. Every campaign we run is measured against one thing: confirmed jobs, not just click volume. Legacy Wrought Iron is one of a growing number of premium trade operators we work with across Brisbane and Sydney.
If you sell a high-ticket trade product and you're weighing up digital marketing, these are the questions we hear most often.
Yes, and often better than for lower-ticket trades. When a single sale is worth $6K to $50K or more, even one or two genuine enquiries per month justifies a serious ad spend. The strategy shifts from chasing volume to chasing intent: targeting the searches that signal a ready buyer, in the suburbs that produce the right kind of client.
Most agency failures come down to two things: poor account structure and poor communication. We rebuild accounts around how customers in your specific market actually search, then report on what matters to you (confirmed jobs, not click volume) on a clear cadence. You're never left guessing what's happening with your money.
For premium trade services with high job values, $800 to $1,500 per month is typically enough to generate meaningful enquiry volume in metro areas. Because each closed job is worth thousands, the ROI maths works at lower spend than commodity services. We'll give you a realistic figure for your area and pricing in a free strategy call.
If you sell a premium product and your phone isn't ringing with the right kind of enquiries, the problem is almost always fixable. Book a free strategy call and we'll tell you exactly what we'd do differently.
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