Meet 121 Group
Melbourne-headquartered performance marketing agency specialising in lead generation and revenue growth for service-based businesses.
Every recommendation backed by real data, not gut feel. We track Marketing Efficiency Ratio (MER) and true incrementality — not inflated platform-reported metrics.
We measure success by bookings in your calendar and revenue in your bank — not vanity metrics. If it doesn’t drive real business results, we don’t do it.
We launch fast and optimise in real-time. Your campaigns can be live within 7 days of onboarding — no 6-week “strategy phases” while your competitors take leads.
Fill Your Calendar With Qualified Bookings
A data-driven lead generation strategy to put WA Building Services in front of every Perth homeowner searching for custom blackout blinds — and turn clicks into booked consultations.
Understanding WA Building Services
Deep insights from our discovery session with Paul — the opportunity is massive.
The WA Building Services Story
WA Building Services manufactures custom 100% blackout blinds from their Bibra Lake workshop — purpose-built for complete darkness. At ~$1,000 per blind, they undercut the national market leader ScreenAway by 25–30% while delivering a superior blockout result. Paul has already proven the model works: $10K in ad spend returned $400K in revenue. Now it’s time to scale.
Current website still talks about sliding door repairs and building maintenance — not blinds. Visitors searching for blackout blinds land on an irrelevant page with no clear conversion path.
Google Ads traffic is being sent to a generic homepage with no blinds-specific messaging, no trust signals, and no clear call-to-action for booking a free measure & quote.
Current campaigns lack structure, negative keywords, audience segmentation, and remarketing. ClickCease is installed but the campaign isn’t optimised for lead generation at scale.
No organic rankings for key terms like “blackout blinds Perth” or “blockout blinds WA”. Competitors like ScreenAway dominate organic search results across all major keywords.
The Opportunities
At ~$1,000 per blind vs ScreenAway’s $1,300–$1,400, WA Building Services has a compelling price story that converts price-sensitive buyers instantly.
Hundreds of monthly searches for “blackout blinds Perth”, “blockout blinds”, “custom blinds WA” — buyers actively looking for exactly what Paul sells.
Purpose-built landing pages for each audience segment (shift workers, parents, renovators) will dramatically increase conversion rates from the current website.
Paul has already demonstrated a 40:1 return ($10K spend → $400K revenue). With proper campaign structure and landing pages, this can be replicated and scaled consistently.
Market Opportunity
The Australian window coverings market is thriving — and custom blackout blinds are the fastest-growing niche.
Buyer Personas
Four high-intent audience segments we’ll target with tailored messaging and dedicated landing pages.
FIFO miners, nurses, emergency services, hospitality workers. Desperately needs quality daytime sleep but light leaks through standard blinds. Health and productivity depends on total darkness.
Expecting or new parents setting up nurseries. Baby sleep is the #1 priority. Will research extensively and buy quality products that solve the problem. Often buys for multiple rooms over time.
Homeowners mid-renovation or updating window treatments. Budget-conscious but wants quality. Comparing multiple suppliers. Home theatre enthusiasts also fall into this segment — need total darkness for media rooms.
Builders, architects, and interior designers specifying window treatments for new builds. High-volume repeat buyers. Value reliability, trade pricing, and a supplier who turns up on time. Lifetime value is very high.
Competitor Analysis
How WA Building Services stacks up against the key players in the Perth blackout blinds market.
| Brand | Coverage | Price/Blind | Google Reviews | Blockout | Key Strength |
|---|---|---|---|---|---|
| WA Building Services | Perth & WA | ~$1,000 | Growing | 100% | Price, true 100% blockout |
| ScreenAway | National (9 cities) | $1,300–$1,400 | 1,400+ | Partial | Scale, brand awareness, SEO |
| ABC Blinds | Perth & WA | $800–$1,200 | 200+ | Varied | Local reputation, showroom |
| Kresta | National | $500–$1,500 | 500+ | Varied | Retail stores, brand legacy |
| Dollar Curtains + Blinds | National | $300–$900 | 300+ | Varied | Budget positioning, volume |
Primary Competitor: ScreenAway
$20–25M national business. Professional website with lead gen forms. 1,400+ Google reviews. Running sales with free installation offers. Finance options (Payright, Zip, Humm). Strong organic SEO rankings across all major cities.
25–30% cheaper ($1,000 vs $1,300–$1,400). True 100% blockout (ScreenAway only offers partial). Local Perth business — faster response, personal service. Custom-manufactured to exact specifications. No franchise overhead keeping prices low.
Competitor conquesting ads targeting “ScreenAway alternative” and “ScreenAway Perth” searches. Landing pages with direct price comparisons. Emphasise true 100% blockout vs partial. Local Perth trust signals and faster service turnaround.
One Goal. Calendar Full of Bookings.
A focused lead generation engine built on Google Ads, purpose-built landing pages, and strategic remarketing — designed to fill your calendar with qualified measure & quote appointments.
Channel Strategy
Four integrated channels working together to fill your calendar with qualified bookings.
Capture high-intent buyers at the exact moment they search for blackout blinds in Perth. Structured campaigns targeting product keywords, competitor terms, and local service queries with compelling ad copy and extensions.
Re-engage visitors who browsed your landing pages but didn’t book. Display ads follow them across the web with your blackout blinds messaging, keeping WA Building Services top-of-mind until they’re ready to convert.
Purpose-built conversion pages for each audience segment. Unlike the current generic website, these pages speak directly to each buyer’s pain points with strong social proof, pricing transparency, and a single clear CTA: book a free measure & quote.
Build long-term organic visibility for blinds-related keywords in Perth. Optimise Google Business Profile for “near me” searches, create location-specific content, and build local citations to dominate the map pack.
Case Studies
Real results from real businesses. Here’s how 121 Group drives measurable growth for service-based companies.
What Our Clients Say
Don’t just take our word for it. Here’s what business owners say about working with 121 Group.
“121 Group completely transformed our lead generation. We went from inconsistent enquiries to a predictable pipeline of qualified leads every single week. Adam and the team truly understand what drives real business growth.”
“The team at 121 Group are hands-down the best digital marketing partners we’ve worked with. They focus on what actually matters — real leads and real revenue, not vanity metrics. Highly recommend.”
“I spent $10K on Google Ads before and got $400K back. That’s the kind of ROI I expect. When I spoke with Adam he immediately understood what I needed — no fluff, just results. That’s why I’m going with 121 Group.”
Success Metrics
Clear, measurable KPIs that tie every dollar of marketing spend directly to bookings and revenue.
Growth Forecast
A phased roadmap to systematically fill your calendar with qualified bookings.
Investment Options
Three tiers designed to match your growth ambitions. All management fees are exclusive of advertising spend.
All management fees are exclusive of advertising spend. No lock-in contracts — month-to-month with 30 days notice. Setup fee of $750 covers initial campaign build, landing page development, and tracking configuration.
Next Steps
A simple three-step process to get your lead generation engine live and filling your calendar.
Review this strategy, choose your preferred investment tier, and confirm the go-ahead. We’ll send a simple engagement agreement — no lock-in contracts, month-to-month.
Quick onboarding call to gather assets (photos, testimonials, access credentials). We build your Google Ads campaigns, landing pages, tracking, and conversion infrastructure.
Campaigns go live. Leads start flowing. You get real-time notification of every enquiry. We optimise daily for the first two weeks, then shift to ongoing performance management.
If you give the green light this week, your campaigns can be live by next Monday. Every day without dedicated landing pages is potential bookings going to ScreenAway.
Let’s Fill Your Calendar
Book a 15-minute call with Adam to discuss your preferred tier and get the ball rolling. No obligation, no pressure — just a straight conversation about results.
