AAA construction Case Study
1.4 Quality leads per month
→
7 Quality leads first month
“This is a wonderful company to work with. Communication has been excellent and all of our expectations have been met and exceeded. I highly recommend Christian and CloseOps for all of your digital marketing needs!”
Margie Luman — AAA Construction
Challenge
AAA Construction was being managed by an established marketing agency. After reviewing their website, Google Business Profile, social presence, and advertising performance, it became clear that most leads were coming from local name recognition and paid advertising rather than a strong online presence.
Key issues identified:
- Google Business Profile had only 6 reviews (3.0★ average).
- No project photos had been uploaded.
- Website functioned as a service list rather than a conversion-focused sales tool.
- Reporting relied heavily on vanity metrics, limiting visibility into actual business results.
Analysis of 13 months of advertising data showed:
- $6,179 total ad spend
- 18 quality leads generated
- $475 average monthly ad spend
- 1.4 quality leads per month
- Approximately $343 cost per quality lead
The findings suggested that advertising was compensating for weak trust, poor visibility, and underdevelope
Hidden Bottleneck Discovered
During implementation and performance tracking, several operational issues were uncovered that extended beyond traditional marketing concerns.
Call tracking revealed that 3 of the first 6 recorded calls went unanswered, and one customer follow-up exposed uncertainty surrounding appointment communication.
Additional analysis showed limited organic visibility. A low review count, minimal profile activity, and stronger competitors prevented the Google Business Profile from appearing in the local map pack. Website traffic was also heavily dependent on branded searches rather than service-related searches.
These findings highlighted an important reality: generating additional traffic alone would not maximize results. Lead handling, operational communication, trust signals, and visibility all required improvement to ensure potential customers successfully moved from inquiry to completed project.
Strategy
The primary objective was to strengthen trust and credibility before attempting to scale lead generation.
The strategy focused on:
- Improving online trust signals
- Increasing review volume and rating
- Showcasing completed work
- Website & conversion improvements
- Creating clearer performance tracking
- Identifying operational issues
- Rebuilding digital infrastructure under the client’s ownership
Rather than simply increasing ad spend, the focus was placed on improving th
What Was Implemented
- Website rebuild
- Local SEO improvements
- Google Business Profile optimization
- Review acquisition system
- Analytics and reporting setup
- Call tracking implementation
- Google Ads setup and management
- Ongoing optimization and performance monitoring
Implementation
Phase 1: Trust & Reputation
- Implemented automated review requests through the client’s CRM.
- Conducted an initial outreach campaign to previous satisfied customers.
- Began publishing completed project photos to the Google Business Profile.
Phase 2: Infrastructure
- Rebuilt the company website.
- Implemented analytics and reporting systems.
- Established new tracking and measurement tools.
- Migrated ownership of digital assets away from the previous provider.
Phase 3: Growth
- Optimized Google Business Profile.
- Rebuilt Google Ads infrastructure.
- Improved local SEO foundations.
- Continued tracking and optimization efforts.
Results
Within the first month after implementation
- 7 quality leads generated
- 3 new 5-star reviews acquired
For comparison:
- Previous average: 1.4 quality leads per month
- New performance: 7 quality leads in approximately half a month
While long-term performance will continue to improve as reviews, visibility, and trust compound over time, the early results indicate a substantial improvement over the previous marketing approach.
The project demonstrates the impact of addressing trust, reputation, visibility, and conversion systems rather than relying solely on advertising spend to generate results.