93% Growth in Organic Search Traffic, 296% Growth in Top 5 Rankings and 681 Total Inquiries
Multi-Location Restoration & Reconstruction Firm (client identity anonymized)
The Background
The client is a multi-location restoration and reconstruction company providing property-repair services including water damage restoration, mold remediation and removal, fire restoration, smoke damage repair, and other property restoration services. The company’s geographic footprint made local search visibility, location-specific campaigns, and reputation management important parts of its digital marketing program.
The company came to Foreignerds after becoming dissatisfied with its existing provider’s results, transparency, and service, and while dealing with a more complicated digital environment: two separate websites, multiple service locations, and a change in ownership that brought new expectations for digital marketing performance.
| Team Size | Not disclosed |
|---|---|
| Volume | Multiple service locations |
| Engagement | Ongoing retainer partnership, expanded in phases |
| Platform Access | Not disclosed |
The Challenge
The company needed to rebuild its digital foundation while improving acquisition performance. The source identifies several concrete challenges: dissatisfaction with the previous provider’s results, transparency, and service; a new investor bringing changed expectations and priorities; two separate websites needing consolidation without unnecessarily losing traffic or rankings; SEO and acquisition activity needing to work across multiple service locations; and measurement gaps requiring clearer campaign metrics, monitoring, and CRM-oriented measurement.
The source frames the first priority as structural rather than promotional — the company needed a unified website and measurement foundation before scaling the broader digital acquisition program.
Our Approach & Technical Decisions
Phase 1: Website Consolidation
Decision: Treat the two-website problem as the first priority, before any acquisition scaling, since a messy migration risked losing existing traffic and rankings.
Action: Reviewed existing pages, updated or removed low-value pages, migrated content, created redirects, and updated advertising destinations, social-media links, and citation links.
Why: The source specifically identifies the consolidation as a way to avoid significant traffic or ranking losses, and to simplify website support and create a more integrated customer experience. This is the strongest documented implementation challenge in the engagement; no separate in-campaign failure or unsuccessful test is documented in the source, so none is invented here.
Phase 2: Measurement & Conversion Foundation
Decision: Build a measurement framework before scaling acquisition spend.
Action: Set up CallRail, determined which metrics should be tracked, prioritized CRM metrics, and estimated revenue by channel based on estimated lead value.
Why: This gave the campaign a clearer framework for evaluating performance across acquisition channels going forward.
Phase 3: Local SEO
Decision: Build visibility location by location rather than relying on a single site-wide strategy.
Action: Location page optimization, Google Business Profile optimization, local listing management, location-based link building, technical SEO, on-page optimization, content development, title-tag and meta-description optimization, and content syndication. Existing content was also rewritten and optimized to align with the strategy.
Why: A multi-location restoration business depends on local pack visibility and location-specific relevance to reach nearby customers with urgent property-repair needs.
Phase 4: PPC Expansion
Decision: After six months, expand the partnership and budget to address two distinct problems — protecting branded search and expanding beyond it.
Action: Bid on branded terms associated with both the old and new websites (since some locations had previously operated under different company names and competitors were bidding on brand-related searches), and launched broader keyword campaigns in locations with lower search volume or weaker brand awareness.
Why: Awareness of the new brand was not consistent across all locations, so protecting branded demand and building broader demand required two different tactics rather than one campaign structure.
Phase 5: Paid Social
Decision: Use paid social across both business and consumer audiences rather than a single audience strategy.
Action: Ran a LinkedIn lead-generation campaign promoting a disaster-preparedness and recovery plan to business owners, used LinkedIn to reach insurance agencies, and ran broader B2C awareness campaigns on social alongside the acquisition-focused activity.
Why: Restoration demand comes from both direct consumers and business/insurance referral relationships, so the social strategy needed to address both audiences.
Phase 6: Online Reputation Management
Decision: Treat reputation as an active, managed program rather than a passive byproduct of service quality.
Action: NPS surveys, review monitoring, review acquisition, review reporting, and a dedicated review landing page, with some locations receiving additional support to generate five-star reviews.
Why: Review volume and quality directly affect local-pack visibility and a prospective customer’s trust in an urgent, high-stakes service decision.
The Numeric Story
The source reports results across several separate measurement blocks — first-month SEO results, ongoing SEO results, PPC performance, paid-social performance (Facebook and LinkedIn), overall campaign results, and record-high performance figures. These are kept separate rather than combined, since the source does not provide one common comparison period across all of them.
First-Month SEO Results
| Metric | Change |
|---|---|
| Monthly Traffic | +9,614 (+207%) |
| New Website Users | +8,121 (+216%) |
| Organic Traffic | +7,619 (+98%) |
| Pageviews | +14,695 (+153%) |
| Monthly Leads | +2,738% |
Ongoing SEO Results (separate reporting block)
| Metric | Change |
|---|---|
| Monthly Traffic | +26,796 (+10%) |
| New Website Users | +22,905 (+12%) |
| Organic Revenue | +93% |
| Organic Traffic | +25,693 (+34%) |
| Pageviews | +37,184 |
| Sessions | +201% |
PPC Performance
| Metric | Change |
|---|---|
| Average CPC | -29% |
| Leads | +146% |
| Conversion Rate | +89% |
| Cost Per Conversion | -63% |
Paid Social Performance — Facebook
| Metric | Result |
|---|---|
| Referral Traffic | +47% |
| Impressions | 16,355,638 |
| Clicks | 213,794 |
| CPC | $0.78 |
| CTR | +1.3% |
| Video Views | 1,384,547 |
| Average Likes | +100% |
| Total Shares | +1,667% |
Paid Social Performance — LinkedIn
| Metric | Result |
|---|---|
| Impressions | 32,059 |
| CPC | $8.49 |
| CTR | +1.3% |
| Leads | +111 |
The supplied source contains a LinkedIn clicks figure rendered as “+15.847.” Because its intended unit is unclear, it is intentionally omitted here rather than normalized or guessed.
Overall Campaign Results
- +93% Organic Search Traffic
- +296% Top 5 Keyword Rankings
- 20,016,600 Paid-Social Impressions
- 4,316,272 People Reached Through Social Advertising
Record-High Performance (separate, campaign-level achievements)
- 60,183 Total Traffic
- 1,104 Top 5 Keyword Rankings
- 681 Total Inquiries
Measurement & Attribution
The engagement used a broad measurement framework covering organic search (traffic, sessions, users, pageviews, rankings, organic revenue), local search (Google Business Profile rankings and performance), PPC (CPC, leads, conversion rate, cost per conversion), paid social (impressions, reach, clicks, CPC, CTR, video views, leads), lead tracking (CallRail, inquiries, CRM metrics), and reputation (NPS, reviews, review monitoring). The source specifically documents CallRail setup, CRM metric prioritization, and estimated revenue-per-channel calculations based on estimated lead values. The source does not provide a complete multi-touch attribution model, so no channel is presented here as independently responsible for the overall business outcome.
Competitive Search Context
The source documents a specific competitive problem: competitors were bidding on brand-related searches, which influenced the PPC strategy, particularly because some locations had acquired businesses and the new brand was not yet familiar to all prospects. The source does not provide comparable competitor traffic, ranking, lead, or conversion data, so no numerical competitor benchmark is presented.
Ongoing Program
The source states that the company continues to partner with the marketing team, with documented ongoing priorities including expanding into new locations, managing advertising budgets, launching geo-specific non-branded PPC, expanding Google Search Ads, deploying Local Service Ads, improving local visibility, and improving ROI.
The Strategic Lesson
In multi-location businesses, acquisition performance depends on the infrastructure underneath the campaigns. This engagement followed a logical progression: consolidate the digital footprint, establish measurement, strengthen local SEO, protect branded demand, expand non-branded PPC, extend paid-social reach, and manage reputation — addressing structural problems before scaling acquisition channels.
The Takeaway
For a multi-location restoration business, scaling acquisition is not simply a matter of increasing advertising spend. Website structure, local search presence, measurement infrastructure, paid campaigns, and reputation signals all have to work together. In this engagement, the documented transformation began with website consolidation and measurement, then expanded into local SEO, PPC, paid social, and reputation management, with substantial reported growth across organic visibility, rankings, inquiries, and paid-search efficiency.
Implementation Timeline
Technology Stack
Measurable Results
- 93% growth in organic search traffic
- 296% growth in Top 5 keyword rankings
- 681 total inquiries (record-high, campaign-level figure)
- 60,183 total traffic and 1,104 Top 5 keyword rankings (record-high figures)
- 146% growth in PPC leads, with 63% reduction in cost per conversion and 29% reduction in average CPC
- 20,016,600 paid-social impressions and 4,316,272 people reached through social advertising
- First-month SEO campaign results: +207% monthly traffic, +216% new website users, +98% organic traffic
- 93% growth in organic revenue during one ongoing SEO reporting period
Post-Launch & Ongoing Engagement
This is an ongoing retainer partnership. The client expanded its budget and scope after the first six months to add PPC. No specific retainer value is disclosed in the source material.
