Take your business to the next level

OVERVIEW

Lone Star Turf partnered with Duct Tape Marketing for overall marketing strategy, while I led paid advertising strategy and management across Google Ads, Local Services Ads (LSA), and Meta. When I joined in July 2025, the goal was to improve lead quality, reduce wasted ad spend, and build a more efficient paid acquisition system capable of supporting long-term growth. Paid advertising (Google Ads, Meta, and LSA) represents 70%+ of total website traffic, making it a primary driver of demand generation within the broader marketing strategy.

CHALLENGE

When I took over paid advertising, several key issues were limiting performance:

• Conversion tracking was inaccurate, making it difficult to measure true performance
• Budget was being spent on irrelevant keywords and low-intent searches
• Targeting was not aligned with high-income homeowners—the core customer base
• Lead capture relied heavily on a pricing estimator, creating low-quality and spam leads
• Meta Ads had previously been abandoned due to poor performance
• Google Ads spend was high ($25K–$32K/month) without strong efficiency or clear attribution

Overall, the account lacked structure, precision, and reliable data, making it difficult to scale effectively.

APPROACH

My strategy focused on improving efficiency, lead quality, and scalability across all paid channels.

• Conversion Tracking Overhaul: Rebuilt tracking across Google Ads, CallRail, and GA4 to ensure accurate performance data
• Google Ads Optimization: Refined keyword targeting to focus only on high-intent searches while eliminating wasted spend
• Audience & Geo Targeting: Shifted targeting toward high-income ZIP codes and ideal customer profiles
• Lead Capture Improvements: Transitioned focus from pricing estimator traffic to phone calls, form submissions, and scheduled appointments
• Meta Ads Launch: Reintroduced Meta with structured campaigns, including remarketing, video, and creative testing
• LSA Optimization: Improved budget utilization and lead flow from Local Services Ads
• Lead Attribution System: Built a centralized lead tracking system to improve reporting and sales follow-up

RESULTS

Through improved targeting, tracking, and lead capture, Lone Star Turf saw significant gains in both efficiency and overall performance across paid channels:

• +30% increase in qualified lead volume
• Ad Spend Reduced: ~$30K/month → ~$20K/month
• Lead Quality Improved: Average call duration increased from under 1 minute to over 2 minutes
• Reduced Branded Search Spend: Shifted budget away from branded clicks toward new customer acquisition
• Eliminated Low-Intent Traffic: Improved keyword targeting and decreased low-value impressions 
• Meta Ads Relaunched: Now driving high-quality leads alongside Google Ads

From a broader year-over-year business perspective, these improvements contributed to strong overall growth:

• +89% increase in new leads
• +71% increase in sent quotes
• +25% increase in converted quotes
• +31% increase in invoiced revenue

These results reflect improvements across the full marketing system, with paid advertising playing a major role in increasing both lead volume and efficiency.

CONCLUSION

This case study demonstrates how improving targeting, tracking, and lead capture can significantly increase performance—even while reducing ad spend. By eliminating wasted spend, focusing on high-intent traffic, and introducing new channels like Meta, Lone Star Turf now has a more efficient, scalable paid media system that supports continued growth.

OVERVIEW

Clark Brothers Roofing began working with me in early 2025 to evaluate and improve the performance of their paid advertising across Google Ads, Local Services Ads (LSA), and Meta. Although the company had strong brand recognition, their paid media strategy was not optimized for new-customer acquisition or efficient spend. The goal was to build a cohesive, data-driven paid strategy that increased high-intent leads and revenue while reducing wasted budget. From April through October 2025—the first seven months with the full strategy in place—we rebuilt their campaigns, improved targeting, tightened geographic focus, and strengthened conversion tracking. The result was profitable, consistent growth with a blended ROI of ~5.1×, using conservative revenue modeling.

CHALLENGE

When we first started working together, Clark Brothers faced several issues holding back growth:

• Over 35% of Google Ads budget was spent on branded searches.

• Non-brand visibility across high-value roofing keywords was low for their budget.

• LSA was significantly underspending despite its strong potential.

• Conversion tracking was not properly set up on the website or inside CallRail. 

• Targeting was broad and not focused on high value zips or audiences likely to be ideal client.   

Despite being a strong company with an excellent reputation, their paid media investments were not working together due to a lack of strategy and detail.

APPROACH

My strategy focused on restructuring their paid advertising systems to reduce wasted spend, improve targeting, and increase high-intent roofing leads across Google Ads, LSA, and Meta.

• Google Ads Optimization: Rebuilt campaigns to shift budget from branded searches to high-intent roofing keywords while concentrating spend in the highest-value ZIP codes.

• Audience & Geo Targeting: Focused targeting on middle–upper income homeowners and refined service areas.

• Local Services Ads Improvements: Audited performance, identified bidding and service-area constraints, and recommended updated bids to unlock more LSA volume.

• Meta Ads: Launched a top-of-funnel awareness campaign and developed a plan for warm-audience remarketing to strengthen mid-funnel conversions.

• Tracking & Conversion Data: Improved call and form tracking through Google Ads, CallRail, and GBP to create clearer attribution and more accurate reporting.

RESULTS

From April through October 2025, Clark Brothers Roofing saw strong performance and profitable growth across all paid channels. By reallocating budget away from low-value branded clicks and improving visibility across high-intent roofing searches, the combined Google Ads + LSA strategy delivered:

• Total Ad Spend: ~$62,366

• Estimated Revenue Generated: ~$320,900

• Blended ROI: ~5.1×

This return is based on conservative modeling and does not include untracked website submissions, late conversions, or Meta results—meaning the true ROI is likely higher. Overall, the company achieved more efficient spend, stronger visibility in premium ZIP codes, and higher-quality traffic & lead flow throughout the April–October period.

CONCLUSION

This case study demonstrates how a data-driven, full-funnel paid media strategy can transform performance in a competitive roofing market. By reducing wasted branded spend, strengthening non-brand search visibility, optimizing LSA, and improving tracking integrity, Clark Brothers Roofing generated profitable, scalable growth during the core roofing season. With improved attribution and gradual budget increases focused on the best-performing ZIP codes, the company is now positioned to continue scaling revenue, increasing market share, and capturing the highest-value roofing opportunities in their service area.

OVERVIEW

CHALLENGE

APPROACH

• Website Revitalization: A complete update of their website incorporating best SEO, design, lead generation, and conversion rate optimization practices.
• Ads Strategy: Launching data-driven Google, Microsoft, and Meta campaigns that bring in quality leads at a profitable cost.
• Social Media Overhaul: Enhancing their social media presence with quality content and consistent publishing.
• Total Online Presence: Ensuring consistent brand presence and quality content publishing across all online listings and channels.
• Sales Process Optimization: Refining their sales follow-up process to maximize customer satisfaction, review generation, and referrals.
• Email Marketing and Blogging: Engaging existing and potential customers and showcasing the company’s expertise and projects through blog posts.
• Reliable Data: Setting up conversion tracking and configuring GA4 to ensure precise and reliable data for better performance monitoring and decision making.

RESULTS

• Revenue grew by 40% in 2 years
• Leads increased by 160% (from ~5 leads per month to ~13)
• Organic traffic grew by 420% (from ~25 users per month to ~130)
• 5-star reviews grew 200% (from ~5 reviews per year to ~15+)
• Website conversions increased 173% (from ~11 conversions per month to ~30)

CONCLUSION

OVERVIEW

I took over the management of a Google Ads account for a prominent home remodeling business, with a focus on maximizing their budget and enhancing their digital advertising strategy. My primary goal with all clients is to improve ad budget productivity by increasing conversion rates and decreasing costs while ensuring sustainable growth through strategic, data-driven decision-making.

CHALLENGE

The client wanted to improve results from their Google Ads campaigns and bring in an expert for a recommendations and management. Despite a substantial daily budget, the campaigns were not delivering the level of quality leads desired. The client needed a more efficient use of their budget, targeting higher-quality clicks and users while reducing the incidence of spam and irrelevant leads.

APPROACH

My strategy was comprehensive, focusing on several key areas:

• Budget Reallocation: Redirecting funds to high-performing keywords, ads, and audience segments.
• Performance Analysis: Continuously analyzing campaign performance to make real-time, data-driven adjustments.
• Keyword Refinement: Sharpening the keyword strategy for better results.
• Ad and Landing Page Optimization: Enhancing ad copies and landing pages to improve engagement and conversion rates.
• Bid Adjustments: Fine-tuning bids based on device performance, location, ad schedule, and audience data.

RESULTS

The all-account performance improvements were significant. I took over the account on April 1st. The data below was gathered comparing the performance from April 1st – November 22 to the previous period August 8th – March 31st. A period of approx. 7 months. I continue to manage this clients ad account and we continue to see consistent results even as we increase the budget.

Conversions = lead form submissions and phone calls

• Conversion Rate Improvement: The account’s overall conversion rate increased from 6.09% to 10.05%, indicating a more efficient targeting strategy and higher engagement levels across all campaigns.
• Cost Per Conversion Reduction: We reduced the cost per conversion from $98.33 to $52.07. This represents a decrease of approximately 47.05%, cutting conversions costs close to half, substantially increasing the return on investment for each conversion.
• Increase in Total Conversions: The total conversions saw a massive jump, increasing by 163.32% from 373.50 to 983.50 conversions. This demonstrates the effectiveness of our optimizations in driving real results.

CONCLUSION

These results reflect a comprehensive improvement in the account’s performance, driven by targeted optimizations and data-driven decision-making. The increased conversion rate and reduced cost per conversion, coupled with a significant rise in total conversions, underscore the effectiveness of my approach in enhancing the overall Google Ads strategy and performance. These results demonstrate not just quick wins but also the long term strategy and attention to detail I have for each of my clients.

OVERVIEW

In December 2022, I partnered with a local restaurant, aiming to elevate the brand’s digital presence to drive growth and prepare for expansion. Despite a strong local following, the challenge was to transform their digital footprint and optimize direct customer engagement through a revamped marketing strategy. This initiative not only aimed at increasing visibility but also at fostering a deeper connection with their audience, leveraging innovative digital tools to enhance the customer experience and engagement.

CHALLENGE

• Limited Online Visibility: The restaurant’s digital presence was under-developed, making it difficult for potential patrons to find them in the crowded online space.
• Outdated Website: The existing website design and content was outdated, failing to capture the essence of the brand or convert visitors into customers effectively.
• Under-leveraged CRM and Loyalty Programs: Despite having a CRM system and a loyalty program in place, these valuable assets were not being utilized to their full potential to foster customer retention and engagement.
• Social Media Void: The social media channels were mostly inactive and lacked a clear strategy with engaging content, missing out on opportunities to connect with a broader audience and build a community around the brand.
• Absence of a Unified Content Marketing Strategy: There was a critical need for a comprehensive content marketing strategy that would enhance search engine visibility, engage the audience meaningfully, and articulate the brand’s value proposition consistently across all digital platforms.

• Revitalized Web Presence: We undertook significant enhancements to the website’s design and functionality, prioritizing user experience and search engine optimization. By introducing new pages and crafting engaging blog content, we aimed to vividly convey the brand’s ethos, fostering visitor engagement, loyalty signups, and encouraging app downloads.
• CRM System Enhancement: We maximized the potential of the existing CRM tools by implementing automation and initiating targeted marketing campaigns through email, text, and push notifications. This approach was designed to bolster customer loyalty and retention.
• Elevated Content Marketing and SEO Efforts: By consistently publishing content across various channels—including blogs, social media, listings, and email—we enhanced engagement and boosted organic search rankings. This comprehensive content strategy was aimed at making the brand more discoverable and engaging for both new and existing customers.
• Strategic Social Media Engagement: We launched targeted social media campaigns, focusing on high-quality content, exclusive promotions, and strategic collaborations to broaden the restaurant’s reach and deepen customer engagement. This tailored approach sought to build a vibrant community around the brand.
• Enhanced Reputation and Listings Management: We created and optimized the restaurant’s online listings like Yelp, Google Business Profile, Bing Places, etc. Regular updates and fresh images were employed to improve brand visibility and support our overarching SEO strategy, ensuring the restaurant stood out in the digital arena.

RESULTS

The comprehensive strategy implemented brought in healthy results within the first year of working together, reflecting the success of our digital marketing efforts:

• User Engagement and Growth:
  • New Registrations soared, marking an impressive 180% year-over-year (YOY) increase.
  • Active Users saw a substantial uplift of 58% YOY, demonstrating enhanced user retention and engagement.
  • The number of Champions, or highly engaged users, surged by 157% YOY, highlighting a deeper brand connection.
  • Total Orders from the platform experienced a healthy 31% YOY growth, indicating increased transactional activity.
  • The Average Purchase Value climbed by 19% YOY, reflecting higher spending per transaction.
  • Total Members of the loyalty program expanded by 40% YOY, showcasing growing loyalty and repeat business.
• Search Engine Optimization (SEO) and Organic Search:
  • The targeted keyword “bagels near me” saw an exponential 400% increase in impressions and clicks YOY, with total clicks climbing by 326% and impressions by 158%.
  • The average click-through rate (CTR) improved by 56%, coupled with a 26% rise in local search rankings, underlining significant improvements in online visibility and discoverability.
• Social Media Influence:
  • Social media platforms buzzed with activity, where impressions reached an astounding 817K.
  • Followers count ballooned by 9400%, a testament to vastly expanded reach and brand awareness.
  • Engagement metrics across platforms showed significant improvements, indicating higher interaction rates and content resonance with the audience.

OVERVIEW

CHALLENGE

• Minimal Lead Generation: The client was receiving less than 1 lead per month, mostly from friends, family, and referrals. This lack of regular lead generation was severely limiting her ability to grow the business.
• Low Subscriber Count: Only 31 subscribers, with little success in growing the email list.
• Client Acquisition: Averaging less than one new client per month due to the lack of consistent leads.
• Revenue Stagnation: The client’s revenue had plateaued, with no steady growth due to the limited flow of leads and clients.

APPROACH

• Google Ads Setup: We collaborated to build the ads from scratch, covering keyword research, bidding strategy, audience targeting, ad creation, and more.
• Conversion Tracking: Implemented Google Tag Manager (GTM) and GA4 to accurately track leads, consults, and new clients generated from the ads.
• Landing Page Optimization: We improved her landing pages to enhance conversion rates (CRO).
• Sales Follow-Up Strategy: Worked together to optimize follow-up processes, nurturing leads into clients.
• Campaign Management & Optimization: We met for weekly reviews of performance metrics such as CTR, conversion rates, search terms, keywords, audiences, etc. I helped show her how to analyze the data and make informed decisions on budget allocation and campaign adjustments.
• Google Business Profile & Reviews: We improved her Google Business Profile and emphasized the importance of gathering reviews to boost visibility and trust.”
• Holistic Marketing Strategy: While primarily focusing on Google Ads, we also discussed improvements to be made with her online presence across SEO, social media, website, etc. recognizing that a stronger online presence would enhance ad effectiveness and overall conversion rates.

RESULTS

• Subscribers: While our efforts were not focused on subscriber growth, the list still increased from 31 to over 70, a 123% increase—many of whom may become paying clients in the future.
• Lead Generation: Increased from virtually no leads to an average of 2 free consults per week, a 780% increase over her previous lead generation.
• Client Acquisition: Grew to average of 2+ new clients per month, representing a 300% improvement over the previous rate of less than one client per month.
• Revenue Impact: While the client’s pre-ad revenue was stagnating, the Google Ads campaign generated $10,240 in revenue over the course of three months. This represents a substantial boost to her business and is expected to increase further as more leads convert.
• Return on Ad Spend (ROAS): The ads delivered a 409% ROAS.

CONCLUSION