How we turned a local trades business into a lead-generating machine with SEO and Google Ads.
What Was Holding Them Back
Alfa Pacifica had built a solid reputation through referrals over several years — quality workmanship in roofing, fencing, and home renovation. But the business had almost zero online presence. Their website was outdated, unoptimised, and invisible to anyone searching for their services on Google.
The home services market in Australia is intensely competitive online. Larger national players and well-funded local operators dominate search results with aggressive SEO and ad spend. For a local trades business to break through, the strategy has to be precise — broad visibility campaigns waste budget on irrelevant traffic.
The business had three distinct service lines — roofing, fencing, renovation — each with its own keyword ecosystem, customer intent, and competitive landscape. A single generic approach wouldn't work. Each service needed its own strategy.
"Alfa Pacifica — a roofing, fencing, and renovation company in Australia — was relying entirely on referrals and word-of-mouth. No Google presence, no ad campaigns, no lead system. We built a full-funnel digital strategy combining local SEO and Google Ads that now delivers 180+ qualified leads every month at a cost-per-lead 54% below the trades industry benchmark."
How We Solved It
Service-Specific SEO Architecture
We restructured the website to treat each service as its own silo. Dedicated landing pages were built for roofing, fencing, and renovation — each with city-specific variants targeting the local suburbs Alfa Pacifica serves. This gave Google clear topical context for each service and allowed us to rank for hyper-local queries like 'roof replacement [suburb]' and 'fencing contractor [suburb]'.
Technical issues were resolved first: page speed was improved from a 5.1s LCP to 1.7s, Core Web Vitals passed across all pages, and LocalBusiness schema was implemented for each service type. Internal linking was rebuilt to flow authority from the homepage to each service silo.
Google Business Profile Optimisation
The GBP was overhauled completely. All three service categories were added with detailed descriptions and photo sets specific to each trade. Service areas were mapped precisely across target postcodes.
A review generation system was implemented post-job — customers received an SMS with a direct review link 24 hours after project completion. This generated 38 new 5-star reviews in the first 90 days, pushing the profile to a 4.9 rating and directly boosting local pack visibility.
Google Ads — Three Separate Campaign Structures
A separate Google Ads campaign was built for each service: roofing, fencing, and renovation. Each campaign had tightly themed ad groups — for example, the roofing campaign split into roof repair, roof replacement, roof leak, and metal roofing ad groups — with dedicated ad copy matching the search intent of each group.
All ads pointed to service-specific landing pages, not the homepage. Each landing page featured a prominent quote-request form above the fold, recent project photos, social proof (reviews), and a click-to-call button. Form submissions and calls were both tracked as conversions.
An extensive negative keyword list blocked irrelevant queries (DIY guides, materials suppliers, competitors' brand names, job seekers) before launch. Weekly search term reviews refined this further throughout the campaign.
Lead Qualification & Tracking
Full GA4 + Google Ads conversion tracking was implemented from day one — capturing form fills, calls, and WhatsApp enquiries. A lead qualification field ('Type of job') on the form helped filter out low-value enquiries from the volume, improving the sales team's follow-up efficiency.
After 30 days on manual CPC, the roofing and renovation campaigns moved to Target CPA bidding with solid conversion data. This improved cost-efficiency by a further 22% over the following two months.
What We Achieved
180+ qualified leads generated per month across all three service lines
Cost-per-lead 54% below the Australian home services industry benchmark
Page 1 Google rankings for roofing, fencing, and renovation keywords across all target suburbs
4.8x return on Google Ads spend — revenue attributable to paid campaigns
38 new 5-star Google reviews in 90 days — GBP rating 4.9
LCP improved from 5.1s to 1.7s — all Core Web Vitals passing
Sales pipeline grew from referral-only to a consistent, predictable monthly inbound lead flow
Project Details
Services Used
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