Case studies › PE-backed portfolio, 8 brands

Cost per converted lead down 27% across eight PE‑backed brands.

Eight brands, one set of numbers. A shared definition and one tracking system showed where marketing earned its budget.

−27%

Cost per converted lead

+10%

Leads vs. last year

Brands, one view

Shared definition of a converted lead

At a glance

Industry

Foundation Repair & Waterproofing

Footprint

8 PE-backed brands

Basis

This year vs. last year

Focus

Cost per converted lead, lead growth

The challenge

The brands’ marketing ran through an agency that couldn’t show what was booking work. Leads were being counted, but not traced to the channel that produced them, and reporting differed from brand to brand. Leadership couldn’t compare brands or see which dollars were turning into appointments and jobs.

What changed

• New websites, built to attribute. All eight brands launched new websites with ServiceTitan call and form tracking. Leads were already being counted. Now each call and form fill carried the channel it came from.

• One definition. A converted lead is a lead that turned into an appointment. Every brand is counted the same way.

• A channel-level view. Leadership could see leads, appointments and jobs by channel and by brand, side by side.

• Budget followed the data. Spend shifted toward the channels and brands with the lowest cost per converted lead, and outliers got a review.

Channel by channel

• SEO and GEO. A large content expansion across every brand, which brought in more leads from search engines without an ad cost.

• Paid search. Reworked ads, geo targeting, keywords and bid strategy, plus conversion-rate work on the landing pages.

• Local Services Ads. Tightened spend, disputed bad calls to win refunds, adjusted geo targeting and categories, and added review generation at each brand.

Brand spotlight

One brand, from guesswork to a clear view.

One foundation and waterproofing brand shows what the shared view made possible.

+33%

Leads vs. last year

+60%

Estimated jobs vs. last year

+6 pts

Closing rate

−34%

Cost per converted lead

HOW IT GOT THERE

−70%

Paid spend

+65%

Business Profile calls

+70%

Google reviews, now 4.9+ stars

Search visibility

Organic grew while search changed.

Many companies are watching organic traffic fall as AI overviews and AI assistants answer questions before anyone clicks. Across these brands, new organic users grew 50%, and Google rankings grew with them.

+50%

New organic website users

Vs. last year

Top-3 Google rankings

88 → 184 keywords

+90%

Page-one Google rankings

324 → 616 keywords

Traffic and rankings measure visibility, not leads. The lead and job numbers above are the ones that count.

What is next

Demand is no longer the constraint.

Leads are up, and several brands are now limited by crews, not demand. Hiring crews fast enough to finish jobs has created backlogs, which caps how much new work a brand can take on. The next lever is production capacity, and marketing spend should flex with it.

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