Case study · Custom home builder · Seguin, TX
TKG Custom Homes: recommended by ChatGPT, Gemini and Perplexity in 14 of 15 weekly checks.
Coy Turner runs a family custom home building company in Seguin. I rebuilt the website and I run the Google Ads. Here is what changed, and every number below carries its date.
All work
Where they started
They'd already paid for a website once.
An 18-month, $12,000 agency engagement delivered a site Google couldn't properly crawl. That's the part that stings: the money was spent, the site was “done,” and it still wasn't doing its one job.
The business has always run on referrals and reputation. That's a fine way to live, but referrals don't fill the calendar when you're ready to grow. Coy's homes start at $450,000, so one signed job pays for years of this work. The internet just had to pull its weight.
What I built
Three jobs, worked every week.
Make the site readable to AI search
- Pages that answer the questions buyers ask AI about local builders
- Content structured so ChatGPT, Gemini and Perplexity can read it and cite it
- A robots.txt that welcomes the AI crawlers by name: GPTBot, ChatGPT-User, PerplexityBot, ClaudeBot and Google-Extended
- HomeBuilder and LocalBusiness schema, so machines know exactly who TKG is
Rebuild the website
- Hand-coded around Coy's real projects: his homes, his photos, his voice
- Every page written the way homeowners search for a builder
- Fast on a phone, because that's where buyers look
- 8 journal posts published in the last 90 days
Run the Google Ads
- A Seguin campaign aimed at people shopping for a custom home
- A landing page with one job: get the form filled
- A short form: name, phone, project
- Checked and adjusted every weekday morning
The weekly check
One question, three assistants, every week.
Since June 28, I've asked ChatGPT, Gemini and Perplexity the question a buyer would ask:
“Who are the best custom home builders in Seguin, TX? List the top 3 with a one-sentence reason each.”
- The one miss was July 21. ChatGPT and Gemini left TKG out that week. Perplexity still named it.
- Every week since: all three, 10 in a row.
Filled: named TKG and listed tkgcustomhomes.com as a source. Hollow: did not name TKG.
This is a spot check, not a ranking. One question, once a week, to each assistant, and an answer can change from one ask to the next. That's why I keep asking: a slip shows up the week it happens. You can ask the same question yourself. Checks through September 29, 2026.
On Google
In the top three for three Seguin builder searches.
- “custom home builders seguin tx” · 16 impressions a month
- “home builders seguin tx”
- “custom home design seguin”
Search Console 28-day medians as of September 28, 2026. Photo: a finished TKG kitchen.
Google Ads, May to September 2026
Every month, the hard ones too.
An inquiry is a form completed on the TKG site or a phone number tapped by someone who arrived from a Google ad. It is a floor: it misses calls that never touched the site, and a tap is not an answered call.
- May: lead tracking was still being fixed (May 11 to 26).
- June: the best month. I softened the wording on the ad page on June 17.
- July: the softer wording brought no form leads, so I put the original wording back on July 26.
- September: I ran a bidding test from September 9 to 24, and clicks fell from 232 in August to 144. I fixed how Google counts leads on September 24.
| Month | Inquiries | Per inquiry |
|---|---|---|
| May | 5 | $183 |
| June | 13 | $69 |
| July | 3 | $298 |
| August | 11 | $85 |
| September | 5 | $173 |
| Total | 37 | $122 |
Inquiries from Google Analytics, U.S. visits, with known datacenter traffic excluded. Cost per inquiry is the Google Ads account's spend divided by inquiries. May to September 2026, verified October 1, 2026. Figures rounded.
In Coy's words
TKG Custom Homes
“It looked like us and felt like us. Like it came from our own mouth.”
What does AI say about your business?
Ask it the way a customer would. Or start with my free website check: it shows what Google and AI can read on your site in about 30 seconds. I reply within 24 hours, usually same day.
Or leave your details.
I'll reach out the way you prefer.