CASE STUDY · EXCAVATION
Paine Excavating
A one-man excavation crew that went from chasing junk leads to 216% more real calls, enough to quit the day job.
INDUSTRY
Excavation & Land Clearing
WHERE
Carleton, MI
TIMELINE
2025-2026
WHAT WE RUN
CUSTOM WEBSITE
Google Ads
A real crew,not a brand
Chris Paine runs Paine Excavating out of Carleton, Michigan; excavation, land clearing, site prep, the dirty work other people don’t want to touch.
He’s good at the job. The problem was never the work. It was that the phone wasn’t ringing with the right people, and he was still stuck working a full-time job in automotive to pay the bills.
Good work,bad leads
His old website looked cheap and didn’t build any trust, so visitors bounced instead of calling. People landed, took one look, and left.
And the leads that did come in were the wrong ones; competitors calling, tire-kickers, and jobs he doesn’t even do. He was paying for ads and getting noise.
Fixed thewhole funnel
We rebuilt the website and rebuilt the ads around it — so every dollar points at customers who actually want to hire an excavator.
A site built to get calls
Fast, clean, and clear. Designed to turn a visitor into a phone call, not just look pretty.
Cut the junk keywords
We stripped out the searches bringing competitor calls and jobs he doesn't offer, and rebuilt the ads around site prep, grading, and land clearing.
Sold what makes him different
Local owner, family business, five-star rating, fair pricing — front and center, so the right customers self-select.
Tracked every single lead
We watch which ads and keywords actually turn into paying customers, and double down on what works.
Aimed at his real backyard
Targeting fixed to the towns he actually serves and wins jobs in — no wasted spend three counties over.
Straight from the dashboard
THE NUMBERS
What Actually
Happened
More real calls and form fills from Google Ads, the kind that actually turn into booked jobs.
More of the people who land on the site actually pick up the phone.
Each lead got cheaper, so he pays less to win more work and his budget stretches further.
Within the first 30 to 60 days we saw a massive jump in leads. I'm actually turning down jobs now instead of scrambling to fill the schedule. Chris and Peyton are easy to work with, explain things without the marketing jargon, and actually seem to understand the trades instead of treating us like another number.
Chris P.
OWNER, PAINE EXCAVATING
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LET'S TALK
Let's get you booked out.
Tell us a bit about your business and we’ll come back with a free audit and a real plan for getting your phone ringing. You won’t sit through a sales pitch.
- Tell us what's not working and answer a few quick questions below.
- We'll look at your numbers and tell you what we'd do about them.
- After that we talk for fifteen minutes and go from there.