B&G Collective Shortlisted at the US Search Awards 2026 for Best Local Campaign (PPC)

The team at B&G Collective is super excited to be shortlisted for the US Search Awards 2026 in the Best Local Campaign (PPC) category for its Google Ads work with Parkline Contracting, a design-build remodeler in Richmond, Virginia.

We worked on this campaign for over 16 months and helped Parkline produce 452 estimate requests and phone calls at $144.18 each, beating a $150 target while monthly ad investment more than doubled.

A bit about the project and the B&G team:

Entry: Owning Richmond’s Remodeling Market with Margin-Paced PPC
Agency: B&G Collective, a two-person growth marketing firm and Google Partner in the Richmond, Virginia area
Client: Parkline Contracting, a design-build remodeler specializing in additions, kitchens, and bathrooms
Period: January 2025 to April 2026
Channels: Google Ads Search, Google Local Services Ads (LSA), and a brand defense campaign
Result: 452 primary conversions at a $144.18 cost per acquisition (CPA)

Who Is B&G Collective?

B&G Collective is a growth marketing firm that works exclusively with remodelers, design-build firms, and custom home builders. Co-founders Adrian Garcia and Kayla Garcia run the biz from the Richmond, Virginia area and manage paid search, paid social, brand, and websites for residential construction companies across the United States.

Adrian Garcia leads paid media and strategy. He has run lead generation campaigns for contractors for more than a decade and has managed over $65 million in digital ad spend across builders, remodelers, and residential developers. Kayla Garcia leads brand, website design, and the landing pages campaigns send traffic to. She grew up working job sites alongside her father across Virginia.

B&G Collective measures every campaign by booked projects and appointments rather than clicks or leads. We publish benchmark data from the accounts it manages, including cost per click, cost per lead, and cost per booked project, in its guide to Google Ads for remodelers.

The Parkline Contracting Campaign

Parkline Contracting builds additions, kitchens, and bathrooms across the Richmond metro, typically in the $30,000 to $50,000+ range. In late 2024, its paid media was a Local Services Ads budget and a thin Google Ads Search account. The calls it produced leaned toward small repair work, well below the projects Parkline was built to deliver.

The brief set four targets: shift the lead mix toward projects over $30,000, bring cost per primary conversion toward $150 while scaling spend, win searches for additions and kitchen remodeling across Richmond, and leave Parkline with a framework it owns. B&G Collective rebuilt the account around three decisions:

One campaign per service line. A single “remodeling” campaign became ten (additions, kitchens, bathrooms, whole-home remodeling, decks, roofing, siding, windows, custom garages, and brand), each with its own keywords, ad copy, negative keywords, and budget.
Local Services Ads as a layer. LSA stayed on as low-cost capture, while the main investment moved to high-intent Search queries such as “home addition Midlothian.”
Brand defense. When competitors began bidding on Parkline’s name, a small brand campaign using target impression share bidding protected it.

What Is Margin-Paced PPC?

Margin-paced PPC is our term for a budgeting method where spend is reallocated across service lines each week based on crew capacity and project margin, rather than cost per lead alone. It treats paid search as an operations lever: budget flows to the highest-margin work the crews can start soonest.

At Parkline, the data showed within 90 days that additions were the most valuable service line: higher ticket, longer sales cycle, stronger customers. Additions received 41% of total spend and returned 191 primary conversions. When additions had a four-week opening in the schedule, budget opened up. By Q3 2025, demand for additions and kitchens had outrun what the crews could start. Instead of cutting spend, we shifted it into bathrooms, windows, and siding, which are faster-turnaround, high-margin projects that filled the gaps in the calendar.

What Results Did the Campaign Deliver?

Primary conversions are estimate request forms and phone calls, the two actions Parkline’s sales process starts on. From January 2025 to April 2026:

452 primary conversions at $144.18 each, ahead of the $150 target
Monthly ad investment more than doubled while cost per conversion stayed on target
11,913 clicks at a $5.47 average cost per click, from searches across the Richmond metro
16 primary conversions from the brand campaign at $108 each

Not every test held water. The roofing campaign cost roughly 3-4x what home additions did for a single primary conversion. Roofing is high-volume, fast-turnaround work that doesn’t fit a design-build firm built on longer-cycle, higher-margin projects, so we recommended moving that budget to other service lines. Running each service line as its own campaign made that call easy to see.

What Can Other Local PPC Teams Learn From this Case?

Local PPC accounts are usually optimized toward the cost-per-lead figure the ad platform reports. For a project-based business, the real constraint is often capacity. A lead for an addition the crew can’t start for four months is worth less than a bathroom lead that fills next month’s schedule, even when both cost the same.

Three practices from this campaign now apply across every remodeling account B&G Collective manages. Review the client’s crew calendar weekly and let it guide budget. Separate service lines by margin and sales-cycle length, not only by keyword theme. And report on booked projects, so the client can check results against their own customer relationship management (CRM) system.

B&G Collective, US Search Awards 2026 finalist, Best Local Campaign (PPC)

What Does the Shortlist Mean to B&G Collective?

“We’re a small team on a shortlist next to agencies with tons more employees. That tells us deep focus on one industry holds up in front of other experts. Writing the entry was valuable on its own: it made us put every claim next to the account data and ask whether it would survive a hard question. Parkline trusted us with their growth after a rough experience with paid search and paid social, and this recognition belongs to their team as much as ours.”

– Adrian Garcia, Co-Founder and Account Strategist, B&G Collective

“I grew up watching my dad do beautiful work that almost nobody outside his referral circle ever saw. Seeing a Richmond remodeler’s crews booked on the projects they actually want to build is the reason we started B&G Collective. Being recognized for it nationally is something we’re really proud of.”
– Kayla Garcia, Co-Founder and Creative Director, B&G Collective