The Treehouse Internet Group

The Treehouse Internet Group Uses Google AdWords to Produce Leads

The Treehouse Internet Group began as the online marketing department for Basement Systems, Inc., generating sales leads for specialty home contractors across the country. The group renamed itself in 2010, and in 2013 began serving other, non-competing contractors outside their established dealer network. Employees enjoyed operating from what the website calls “the coolest work environment in Connecticut,” office space designed and built to look like a treehouse. “The workspace is not only unique, it’s a place that helps us attract the very best people to work here,” says Richard Fencil, Internet Marketing Director. It was also part of their rebranding as The Treehouse, distinct from their parent company.

“AdWords is a business-generation tool. It’s there to get you new customers.”

Richard Fencil, Internet Marketing Director

The group uses a performance-based business model, meaning they only charge home-improvement contractors when they deliver qualified sales leads. Treehouse relies heavily on AdWords, Google’s advertising program, which produces about 40% of those leads. “AdWords gives us incredible control over that,” says Todd Hugo, Performance Director. They also see that their contractors use Google My Business, “a place for us to make sure that they are represented if somebody is searching locally,” Todd adds. Google Analytics helps them track the performance of contractors’ websites, particularly for mobile users. Treehouse employees use Google Drive and Google Sheets to collaborate and communicate internally.

The Treehouse Internet Group has 85 employees.

The Treehouse now provides lead-generation services for seven dealer networks in the U.S. and Canada. Fifty to sixty percent of all the leads flowing through the contractor networks arrive via The Treehouse or their web program. They host two large dealer events every year, are the fastest-growing digital agency in Connecticut, and have been named one of the best places to work in the state. The group sees a healthy annual growth rate of about 20%. “But our main goal is always to drive our clients’ growth,” Richard says. “If they don’t succeed, we don’t succeed.”

For more information on The Treehouse Internet Group case study, visit

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