Roda Developments has grown from $2M to $16M in annual turnover since partnering with Sea Salt Marketing in 2016 – an 8x increase over the course of the relationship. Enquiries grew 6x. Average monthly Meta leads: 47, at $6.69 each.
This is the full story of how that happened – and what it means for your building business.
Where Roda Started
When Roda Developments came to SSM in 2016, they were doing solid work – quality builds, happy clients, good word of mouth. But their pipeline was unpredictable. Growth depended on referrals they couldn’t control and timing they couldn’t plan around.
They had no consistent digital presence. No structured lead generation. No way to turn marketing on and know what would come back. Like most builders at that stage, they were reactive – busy when the referrals came in, scrambling when they didn’t.
What We Built Together
The strategy wasn’t complicated. It was consistent.
We started with Meta advertising – building audiences in Roda’s key markets, running lead generation campaigns targeted to the right demographics and interests. Google came in alongside it to capture high-intent searchers already looking for a builder. Both channels ran continuously, not in bursts.
The creative evolved over time as we learned what resonated with Roda’s ideal client – the type of person who values quality craftsmanship, has a clear budget, and isn’t shopping purely on price. The targeting got sharper. The cost per lead came down. The enquiry quality went up.
Critically, we treated this as a long-term system, not a short-term campaign. That distinction is everything.
The Results: What the Data Shows
Roda sits in SSM’s top tier for Meta performance – the established, long-term client group. Here’s how their monthly averages compare to newer accounts running the same platform:
| Metric (per month) | Roda Developments | New Client Average |
| Leads generated | 47 | 15 |
| Cost per lead | $6.69 | $120.20 |
| Link clicks | 1,716 | 625 |
| Cost per click | $1.51 | $17.52 |
| Reach | 43,501 | 17,178 |
| Impressions | 76,288 | 27,662 |
| Monthly ad spend | $583 | $531 |
Source: Sea Salt Marketing client data, 2015–2026. Both groups investing similar monthly budgets.
The comparison is striking. Roda generates 47 leads a month versus a new client average of 15 – on almost the same budget. Their cost per lead is $6.69 versus $120.20. Their reach is more than double. Their cost per click is 11x cheaper.
This isn’t a different strategy. It’s the same strategy, given time to compound.
Beyond the Numbers: What Changed for the Business
The marketing numbers tell one story. The business impact tells another.
With a predictable, high-volume enquiry pipeline, Roda could plan ahead. Hire ahead. Commit to growth with confidence. By the time David gave his testimonial, turnover had grown 5x – from $2M to $10M. The relationship has continued, and turnover now sits at $16M, an 8x increase from where they started. Enquiries grew 6x throughout. But perhaps more importantly, the calibre of enquiries shifted.
When you’re generating 47 qualified leads a month, you get to choose. Roda stopped accepting every job that came through the door and started selecting clients who matched their build standard and budget. That selectivity is what drives margin, reputation, and sustainable growth.
They went from reactive to selective. That’s the real outcome of consistent, long-term marketing investment.
“Since working with Sea Salt Marketing, we have increased our enquiry rate by 6x. Our company has tripled in personnel and our turnover has increased by 5x. Once we started working with Sea Salt Marketing the stress of wondering when our next job would come in quickly diminished. No longer were we handcuffed by the bare minimum in enquiry that we were receiving.”
David, Roda Developments
Hear David tell it himself. Watch the Roda Developments story and see what consistent, long-term marketing investment looks like in practice.
Is your building business where you want it to be?
If your pipeline is unpredictable or your lead quality isn’t where it needs to be, we’d like to talk. Start with our free Builder Marketing Audit at seasaltmarketing.com.au – or book a discovery call directly with the SSM team.
