The Client

Green Street Blacktop is a North Carolina asphalt repair business serving homeowners, HOAs and property managers. In a market full of no-shows and crews that avoid small jobs, they built their reputation on being punctual, practical and easy to work with.

The Problem

The owner went through Google’s standard, automation-led setup, turned it on, and the account started spending almost immediately.

But the automated setup bundled every service and keyword into a single campaign. As a result, ads were triggered across a wide mix of loosely related searches, pulling in a lot of inadvertent clicks and burning budget on keywords that were never really relevant in the first place.

They were visible online, just not to the right people. And $1,000+ wasted spend later. Something had to be done.

What We Did

We started by collaborating with the client to refine the website setup and messaging, ensuring the key services were clearly represented and aligned with customer needs.

Then, we implemented proper tracking so every call and form submission could be traced back to its source. For the first time, the business could see exactly what was working.

Next, we rebuilt Google Ads from the ground up.

Each service got its own campaign, keywords, and landing pages. People searching for a specific job were sent straight to the right information.

Monthly catch-ups helped us understand seasonality, profitable jobs, and where to shift budget as demand changed.

The Result

Real enquiries started coming in almost immediately.

  • Click-through rates lifted materially
  • First-year conversion rate settled at 10.68%
  • Spend was finally tied to genuine leads, not incidental clicks

Once the account stabilised, the conversation shifted from fixing problems to planning growth. We mapped out ideas for Meta ads, YouTube topics, and supporting content that could steadily build visibility beyond search.

The client now has a clear sense of what to create next, which channels to test, and when to test them. Both teams are working through new visuals and creative assets to support that expansion.

The foundations are in place.

From here, the focus is measured, confident growth — with an eye on building momentum that carries into 2026, not just chasing short-term wins.