Steven* had built his appliance repair business from the ground up, earning a reputation for reliability and excellence in his community.
As his business grew, he knew digital marketing would be key to reaching more customers. Like many business owners, he trusted a marketing agency to handle his Google Ads campaigns, investing a monthly average of $50,000 to grow his customer base.
But something wasn't adding up.
Despite the significant investment, Steven couldn't answer basic questions about his marketing performance.
How many leads were his ads generating? Which services were attracting the most customers? Were the radio and print ads performing better than digital? The answers remained out of reach.
And as this situation went on for years (yes, years), Steven’s lack of control on his ad spending was making a serious dent in his business.
The Hidden Problem
When Steven came to us, we discovered a deeper issue than just missing data.
He had no access to his own website, no visibility into visitor behavior, and no control over his Google Ads campaigns. It was like running a business blindfolded – you know you're moving, but you can't see where you're going.
Every time he asked about campaign performance or why we weren't getting calls for certain brands, he got inconclusive answers that left him more confused than before.
We quickly discovered that his current site, in which he was investing thousands and thousands, didn’t even have Google Analytics implemented.
Shining a Light on the Darkness
Our first priority was giving Steven back control of his digital presence. We discovered his website was trapped in an outdated content management system that offered no documentation or support, making it nearly impossible for his team to make even simple updates.
Rather than trying to salvage the old site, we took a bold step: rebuilding it entirely on WordPress with Elementor.
This wasn't just about having a new website – it was about independence. We trained Steven's team to manage the site themselves if desired, empowering them to make updates without depending on outside help.
But the real game-changer came next.
The Power of Knowledge
For the first time, we implemented proper Google Analytics tracking on Steven's website. The impact was immediate. Like turning on the lights in a dark room, suddenly everything became visible:
How customers were finding his business
Which services they were most interested in
Where potential customers were dropping off
Which ads were actually driving valuable leads
How much he was actually paying for every lead (form submissions and calls)
Armed with this knowledge, we completely restructured his Google Ads campaigns. No more shooting in the dark – every decision was now based on real data about what his customers wanted and how they were finding him.
The Transformation
The results were staggering. Remember that $50,000 monthly ad spend? We discovered Steven had been paying around $700 for each customer conversion. By using actual data to guide our decisions, we brought that cost down to $40 per conversion.
At the same time, over the course of 8 months optimizing his PPC campaigns, we multiplied the amount of leads obtained, from 119 leads in May 2024 to 414 in November of the same year.
But the impact went far beyond just saving money. With clear insight into his marketing performance, Steven could finally make confident decisions about growing his business. The money saved on inefficient ads was reinvested into other growth initiatives, including SEO and website improvements.
Today, Steven is preparing to open his third location – a milestone that seemed daunting when he was blindly spending thousands on marketing. More importantly, he's in control of his business's digital (and real-life) future.
The Bigger Picture
Steven's story highlights a crucial truth for every business owner: you can't improve what you can't measure. Digital marketing isn't just about spending money on ads – it's about understanding your customers, making informed decisions, and maintaining control of your business's digital assets.
For our team, success is a by-product of ownership, education, and data. Once we gave these three elements to Steven, he was able to make winning decisions for his business’ lead generation.
This journey continues. We still work with Steven, managing his ads and digital presence, but now it's a partnership built on transparency and data-driven decisions. Every month brings new insights, optimizations, and opportunities for growth.
Are you feeling in the dark about your digital marketing performance?
Let's have a conversation about bringing clarity and control to your business's digital presence. Reach out to us by clicking here.
*Name changed for privacy
