Let's Blume

case study

Paine Excavating

Paine Excavating Increases Leads 216% with the help of a Custom Website & Google Ads

Let's Blume

Industry

Excavation

Timeline

Ongoing

Services Provided

Digital Ads
Custom Website

Overview

Paine Excavating is an excavation company in Carleton, Michigan. They specialize in Excavation, Land Clearing, Site Preparation, and more.

In this case study, we will demonstrate how we created a new conversion focused website and leveraged Google Ads to increase leads by 216% while reducing the Cost Per Lead by 32%. With our help, the owner, Chris Paine, was able to leave his full time job to focus solely on Paine Excavating.

The Challenge

Paine Excavating originally had a poor quality website that was not conversion focused and did not build trust with the user. This was causing traffic to bounce instead of contacting his business. In addition, his ads were bringing in poor quality leads including competitor calls and services not offered, so the leads he was previously getting were not turning into paying customers. These combined issues were causing lackluster performance both on site and from paid advertising campaigns.

The Solution

We delivered a comprehensive digital advertising strategy through our Growth package to maximize lead generation and ad spend efficiency for this excavating business:

  • Custom Website: Built a fully custom site focused on speed, clarity, and conversion with clean design, improved navigation, optimized service pages, and a structure that builds trust and brings in qualified leads.
  • Keyword & Ad Group Restructure: Removed non-converting keywords and organized campaigns around what customers actually search for (site prep, grading, land clearing, excavation services).
  • Ad Copy Refresh: Highlighted competitive advantages (local ownership, family business, five star rating, competitive pricing) to attract high quality leads instead of random calls.
  • Lead Quality Focus: Implemented tracking to ensure every lead was monitored and measured so we could identify which ads and keywords were actually producing customers.
  • Local Search Optimization: Corrected targeting to align with the Google Business Profile and focus on the geographic areas where the business operates and wins jobs.
  • Consistent Messaging: Aligned all campaigns to deliver a clear message that reflected the business’s reputation and strengths in the excavating market.

The Results

As a result, Chris was able to leave his other job in automotive and focus 100% on his company, Paine Excavating. From the tailored website and Google Ads strategy, we were able to achieve:

  • Massive Lead Growth: 216% Increase in leads (conversions) from Google Ads.
  • Large Conversion Rate Increase: +98% Increase in conversion rates from the newly designed website and tailored Google Ads Strategy.
  • Decreased Cost Per Lead: -32% decrease in cost per lead as a result of the newly designed website and tailored 

Results

First 30 Days

Leads (Conversions)

216%

▲ 216%

First 30 Days

Conversion Rate

98%

▲ 98%

First 30 Days

Cost Per Lead

-32%

▼ -32%

From The Client:

Awaiting review.

Chris P. - Owner

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