Budget Glass: from wasted ad spend to steady leads

The challenge

No search visibility, and Google Ads campaigns that weren't organised or well managed, so money was being wasted.

Understanding the business first

Before changing anything, I learned how the business works, what the owner needed and how buyers think: what someone with a cracked windscreen or a broken window searches for, and what makes them call.

What I built

A rebuilt website with more than 40 service pages across auto glass, residential, replacement windows and commercial work, plus pages for 8 towns around Calgary, camera calibration and 24/7 emergency repair. That's 81 pages including the blog.

How it grew

Key decisions

• –Fix the wasted ad spend before adding budget
• –Build pages around how buyers actually search
• –Ads for leads now, SEO for leads later
• –A page for every service and nearby town

Results

More targeted traffic and more enquiries from Google Ads, then phone calls and leads from organic search and the Google Business Profile. At times there was more work than the business could take on, so campaigns were paused.