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How Buffalo Home Remodeling & Remediation Built a Lead Engine in One of Houston's Most Competitive Markets

BUFFALO HOME REMODELING

Buffalo Home Remodeling & Remediation Services is a licensed Houston contractor specializing in water damage repair, mold remediation, fire and smoke restoration, and full home remodeling. With over a decade of experience and in-house crews, they serve 18+ communities across Greater Houston. The quality of their work has never been the question. Getting found at the right moment was.

Buffalo Home Remodeling and Remediation Services Logo

Client Overview

Buffalo Home Remodeling & Remediation Services is a licensed Houston contractor serving the greater metro area since 2012. The company offers 24/7 emergency response for water damage, mold remediation, and fire and smoke restoration — plus full-service kitchen and bathroom remodeling. Led by owner Jonathan Gonzales, Buffalo has earned a 4.8-star rating across 200+ verified Google reviews and operates out of 9809 Harwin Dr., Ste J, Houston, TX 77036.

Their work speaks for itself. Getting found at the exact moment a homeowner needs it? That's what was missing.

105

Phone calls / month

Tracked via CallRail

16

Appointments booked

In a single month

5.5x

Return on ad spend

Performance Max
$154

Cost per conversion

Blended CPA

The Challenge

When Buffalo partnered with INFINI, the business had ad campaigns running — but no reliable way to know whether they were producing real leads. The problems were structural, not cosmetic:

  • Conversion tracking was broken. Phone calls — the lifeblood of a restoration company — were tagged under the wrong conversion category. Google's Smart Bidding algorithm was optimizing against phantom data.
  • No call tracking. Without CallRail or any call attribution, there was no way to connect a phone call back to the ad, keyword, or campaign that triggered it. ROI was unknowable.
  • No GLSA. Buffalo wasn't running Google Local Service Ads, meaning they were invisible in the Google Guaranteed placements that dominate emergency-intent searches.
  • No Performance Max. The account relied entirely on search campaigns, missing the broader demand signals available through Google's full ad network.
No call tracking — phone leads invisible to bidding algorithm.
Conversion actions miscategorized — Smart Bidding optimizing on bad data.
No Performance Max — missing demand beyond keyword search.
No GLSA — invisible in Google Guaranteed placements.
No integration between ads, analytics, and call outcomes.
The result: money was going out, but there was no confidence it was coming back as real, qualified leads.

What INFINI built

INFINI restructured the Google Ads account around Buffalo's highest-value services:
Search

Mold Remediation ($3,500/mo budget)

Exact and phrase match keywords targeting mold inspection, detection, and remediation across Houston. Bidding strategy: Target CPA with keyword-level negative sculpting.
Performance Max

Remediation ($2,000/mo budget).

Asset groups with headline, description, image, and URL combinations optimized for water damage, mold damage, and restoration services. PMax captures demand across Search, YouTube, Display, Discover, Gmail, and Maps — beyond what keyword-only campaigns can reach.
flowchart of infini marketing's results for buffalo home remodeling

Tracking Infrastructure: The Full Chain

INFINI established a 5-hop tracking chain from ad click to booked appointment:
  • Customer-level tracking URL template appending `gclid` to every click.
  • CallRail swap.js on all landing pages capturing `gclid` into call sessions.
  • CallRail → Google Ads integration pushing call conversions back to the Ads account.
  • GA4 property (G-YFGRSVH6ED) linked to Google Ads with form submission key events.
  • Conversion actions recategorized correctly as `PHONE_CALL_LEAD` with `ONE_PER_CLICK` counting.
infini marketing buffalo call tracking flowchart
voice or call being recorded

Lead quality management

CallRail was configured to tag calls as "Schedule Requested" and "Schedule Booked," creating a quality signal layer above raw volume. The team could distinguish new prospects from repeat callers, and good leads from spam — at a glance.
google ads on mobile

GLSA — Google Guaranteed

A separate GLSA account (CID 196-072-1197) secured the Google Guaranteed badge at the very top of search results for emergency queries. This pay-per-lead channel runs parallel to the standard Ads account — meaning Buffalo holds two separate Google placements simultaneously.
website layout

Website — 18+ geo-targeted pages

INFINI built and manages Buffalo's website on Joomla with GTM for clean, flexible tracking. Dedicated service area pages cover Houston, Katy, Sugar Land, Pearland, Cypress, League City, Galveston Island, Memorial, Meyerland, Westchase, Alief, Briar Forest, Fulshear, Sharpstown, Braeburn, West Hampton Estates, West Oaks, and Westside.

The Results

1,256

Website sessions

May 2026
1,163

Unique users

May 2026
105

Phone calls

CallRail tracked
94

Answered calls

89.5% answer rate
110

Ad conversions

CPC source
$6,164

Total ad spend

May 2026
$154

Blended CPA

Cost per conversion
131

GA4 conversions

All sources
16

Appts booked

CallRail tags
66%

New callers

69 of 105 first-time
5.5x

PMax ROAS

Return on ad spend
3.1x

Search ROAS

Mold campaign

Campaign Head-to-Head

Metric Search — Mold Performance Max
Budget $3,500/mo $2,000/mo
Calls 15 31★
CPA $187 $125★
ROAS 3.1x 5.5x★
Channels Search only 6+★
Key insight: PMax outperforms Search on every efficiency metric — more calls, lower CPA, higher ROAS — at a lower budget. Any incremental dollar should go to PMax first.

CALL SOURCE BREAKDOWN

Source Calls Share
Google Business Profile (free) 40 38%
PMax Remediation (paid) 31 30%
Search Mold (paid) 15 14%
Direct / Other 19 18%
Total 105 100%
Key insight: Google Business Profile alone drives 40 calls/month — a free lead channel nearly matching paid volume. For every $1 spent on ads, GMB generates additional free lead value.

12-MONTH PERFORMANCE
June 2025 – May 2026

10,254

Total sessions

12-month total
9,133

Unique users

12-month total
324

GA4 conversions

All channels
237

From Google Ads

73% of all conv.

TRAFFIC CHANNEL MIX

CPC 47.8%
Direct
Org
GMB
Other 24%
CPC 47.8%
Direct
Org
GMB
Other 24%

ORGANIC SEARCH RANKINGS

#1

"Buffalo Home Remodeling"

140 searches/month

#1

"Buffalo Home Remodeling & Remediation Services"

50 searches/month

4.8 ★

Google reviews

200+ verified

What’s Working

PMax outperforms Search

5.5x ROAS vs. 3.1x, lower CPA ($125 vs. $187) — at a lower budget.

GMB drives 40 free calls/month

A free lead channel nearly matching paid ad volume.

89.5% call answer rate

The team captures leads when they ring — critical for emergency services.

66% of calls are new prospects

Campaigns expanding the customer base, not recycling repeat callers.

Closed-loop tracking

Every click → call → outcome tracked from gclid to booked appointment.

    Services Deployed

    In Their Words

    Google Reviewer

    Buffalo Home Remodeling is my 'go to' contractor. They did an amazing job preparing our previous home for sale. We had second thoughts about selling! Fast, reliable, high-quality work by expert, courteous crews — all at a great price. HIGHLY recommended!

    Google Reviewer
    I used Buffalo to put my house back together after black mold was discovered from a water leak. Even with all the curve balls I threw at them — a bathroom remodel, double shower, and various upgrades — they did a great job.

    Google Reviewer
    Very professional, great communication, completed mold remediation and build back in a timely manner, the work looks great.

      Ready to grow?

      If you're a home services contractor in Houston and your marketing isn't working as hard as your crews do, let's talk. INFINI builds lead generation systems for contractors who are serious about growth.

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      To INFINI And Beyond

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