Client Overview: LevelUp is a concrete repair company specializing in residential and commercial concrete repair services in Indiana. Despite having strong service offerings and over 100 five-star reviews on their Google Business profile, LevelUp struggled with low lead conversion rates, high cost-per-click (CPC), and stagnant organic traffic to their new and improved website.

Challenge: LevelUp needed to significantly improve its digital marketing performance to increase leads, reduce marketing costs, and meet their business goals for 2024. They turned to Demand Beacon for a comprehensive overhaul of their Google Ads and SEO strategies.

Objectives

Boost Conversions: Generate more leads and potential customers.
Decrease Cost per Conversion: Make each conversion more cost-effective.
Enhance Organic Traffic: Increase the number of new users to their website.

Approach

Google Ads Strategy

Account Takeover: Demand Beacon took over LevelUp’s Google Ads accounts in April of 2024. The initial steps involved a thorough audit of the Google Ads account to identify areas of improvement.

Optimizations: Demand Beacon improved conversion tracking and shifted focus to key macro conversions like scheduled appointments and form submissions.

Previously, the account was using manual CPC with broad match keywords and had only a few negative keywords applied at the campaign level. Demand Beacon switched to smart bidding to to utilize machine learning for automatic bid optimization, improving ad performance by targeting the right audience at the right time which ultimately drove more conversions. Additionally, Demand Beacon built an extensive negative keyword list, paused underperforming keywords, and introduced new ones. They also excluded zip codes that didn’t generate leads.

Brand Awareness & Retargeting: Leveraging various AI tools, we produced short 15-30 second video ads that effectively boosted our brand awareness (with over 10k views in 3 months) and attracted new leads.
These ads were strategically targeted at YouTube users who had previously searched for concrete repair services, as well as retargeting website visitors who hadn’t converted yet.

SEO Strategy

Initial Audit: Conducted an in-depth analysis of LevelUp’s existing SEO performance in October of 2023, identifying content gaps, and opportunities for on page and off page improvement.

Content Strategy: Developed a robust content strategy that included creating high-quality, informative content tailored to LevelUp’s target audience.

Schema Mark-Ups: By adding structured data to key pages, we improved how search engines understood and displayed LevelUp’s content in search results. This not only increased click-through rates but also helped in achieving rich snippets, making the content more attractive and informative for potential customers.

Backlinking: focused on acquiring high-quality backlinks from industry-relevant and authoritative websites. This involved a combination of outreach, content creation, and relationship building. The result was a boost in domain authority and organic rankings.

Results

Google Ads Performance (April 2024 - August 2024)

Leads: 152, an average of 30 leads/month, a 300% increase.
Cost per Conversion: $169/lead, a 20% decrease.

SEO Performance (September 2023 - August 2024)

New Users: Increased from 2,282 to 4,613, a 102% increase.
Conversions: Increased from 26 to 103, a 281% increase.
Domain Authority: Grew from a 9 to a 16 in Domain Ranking.
Backlinks: Increased backlinks from 119 to 340.
Referring Domains: Grew from 66 to 124.

Analysis

Key Factors: The success of the Google Ads strategy was driven by improved conversion tracking, building an extensive relevant negative keyword list, and utilizing ML (Machine Learning) for automated bid optimization. The SEO improvements were a result of a comprehensive audit, strategic content creation, and technical optimizations.

Lessons Learned: The concrete repair market is a competitive one, especially in the Indianapolis and surrounding areas. It's imperative to think outside of the box to generate additional leads and convince prospects to take action on a seemingly elective service.

Throughout working with LevelUp, a holistic approach to Google Ads and SEO is crucial for maximizing results. The integration of keyword data from ads into our SEO strategy allowed for more precise focus, which, in turn, boosted both paid and organic performance. Another key takeaway was the importance of ongoing testing and optimization—whether in ad copy or site content, continuous refinement is essential for sustained growth.

Client Testimonial

“Jess and her team at Demand Beacon have offered a refreshing take in supporting our marketing effort. Jess takes time to understand our business, the market and layers data to support our growth strategy. Most importantly, she thinks like an owner and understands the value of operating gritty and efficient to maximize results.” Josh Macy, Co-Owner, LevelUp Concrete Solutions.

Conclusion

Summary of Success: Working with Demand Beacon led to significant improvements in both Google Ads and SEO performance for LevelUp. Qualified leads and organic traffic substantially increased.

Future Plans: Building on the success of our initial campaigns, Demand Beacon plans to further enhance LevelUp's digital presence by expanding into Meta paid ads, continuing to leverage their five star rating in SEO efforts, and look into growing their SEO footprint into new, competitive markets. Demand Beacon will continue to optimize LevelUp’s digital marketing strategies, focusing on maintaining and further improving performance to ensure sustained success.

Case Study: Demand Beacon's Google Ads and SEO Success for LevelUp