The situation
Bay State Refinishing is a capable Massachusetts refinishing business whose website leaned on paid clicks for most of its lead flow and pulled little organic traffic.
The site itself was unstructured, built by a previous SEO company with no siloing, so cost per lead on Google Ads sat high and it wasn't ranking for the high-intent local terms homeowners actually search, bathtub refinishing plus their city.
What we did
We ran the Growth System for home services: a conversion-built site, local SEO aimed at the map pack and "{service} {city}" terms, and Google Ads pointed at high-intent jobs, all wired to call and form tracking so no lead leaks and every dollar is attributed to a channel.
The results
- 55%lower cost per lead on Google Ads
- 6Xmore organic traffic, off the paid treadmill
- ~200inbound leads a month at peak, one location
From the call and form leads tracker, roughly two years of monthly data. Conversion rate roughly doubled, and organic grew into a top lead source.
The creative we ran
Real ads we designed and shipped for Bay State Refinishing. The creative is ours, made before a dollar of media went out.
Bay State Refinishing is the trades version of the thesis: take a paid-dependent local service business and build it a durable organic engine, so lead cost falls and volume climbs at the same time.
