Over 500 Leads from Scratch: SEO, PPC & Website Development for Plastering Services in Melbourne

The main task was to create a full-fledged online project that would not only be “present” but actually generate leads from PPC and SEO.

First steps: website + strategy

We started by analyzing competitors, identifying key areas of demand, and forming a broad website structure. The project team included a marketer, a designer, an SEO specialist, and a PPC advertising specialist. Results:

Wide structure for local queries;
SEO-optimized semantics for dozens of services at once (ceiling repairs, drop down ceiling, exterior wall plastering, etc.);
Individual design + competent technical specifications for website development.

The site was developed by the AG.Marketing team with an individual design on the No-Code WebFlow platform. The terms of reference were prepared based on a detailed analysis of the market and competitors, main business activities and key advantages.

Site developed by AG.Marketing — We developed a website on the WebFlow platform with an individual design and semantic structure for further SEO optimization

Launch of Google Ads PPC

PPC advertising in Google Ads was launched immediately after the site was launched. This is a proven way to start getting the first results quickly while you are working on organic website promotion in Google.

The goal is to collect hot queries for plaster repair / plastering Melbourne.
Conversion tracking through forms, phone clicks, and Telegram is set up.

The first month of working with Google Ads always requires more effort to work with semantics and negative keywords. But already during the first stage, the client began to receive targeted appeals.

Results of the first month:

20 applications from Google Ads;
The cost of a lead is 103 AUD.

The task of the following months of advertising was to optimize ads campaigns – to increase the number of applications and reduce their cost.

Results from the 2nd month:

45–60 leads/month;
Stable cost per application 35–40 AUD;
In total: 521 conversions, average CPA – 40.16 AUD.

Google Ads results for plastering — Since the start of Google Ads, 521 conversions have been received with an average cost of 40.16 AUD

SEO for service business: gradual growth

In September 2024, we started SEO promotion. First of all, we always recommend starting an SEO promotion with a strategy. This helps to assess the market competitiveness, the timeframe for reaching the TOP, and the amount of work required to promote the site. We also calculate the ROI – whether the investment in SEO will pay off, taking into account the cost of services and margins.

The task that we formed based on the results of the strategy is to consistently bring the keys to the TOP of Google Australia (Melbourne) to receive orders from organic.

What we did:

Optimization of content and meta tags;
Writing articles and SEO blogs;
Technical support;
Link building (link building) – Off-Page promotion;
Work with local visibility.

The result in 6 months:

The project began to rank for most targeted queries;
More than 10 queries are in the top 10, some are in 1st place (for example, “plastering services melbourne”).

Site Positions — The site’s pages rank in the top 10 search results for important commercial queries

Organic traffic and leads from SEO

Along with the growth of our rankings, we started receiving our first organic leads. This is a good signal that indicates a correctly chosen promotion strategy and technically competent implementation of the work plan. In total for 6 months:

6767 interactions from organic;
70 targeted organic conversions;
Steady growth of positions in the Search Console;
Average position increased from 90+ to ~47.

Visibility of the client's site — During the entire promotion period, the site has been receiving a steady increase in visibility, impressions, and conversions for target keywords. Continued SEO will allow us to get a higher average position and increase CTR

Key events of the site from organic search — At the time of writing, 70 targeted requests were received from organic search. The team’s further work with the project will increase this figure by developing a strategy

What’s next?

We continue to work on promoting the site for key commercial queries, as well as increasing the amount of traffic and conversions from organic Google search every month. Gradual work with local visibility and Off-Page optimization also increases the company’s credibility and the number of branded queries. PPC continues to bring stable results with an optimized price.

Conclusions

This project is a great example of how, with a competent combination of PPC advertising + SEO + proper website launch, you can reach the top in a competitive local niche within the first year.

The site was created from scratch;
SEO started from scratch – now there are more than 10 queries in the top 10;
521 applications for advertising at a stable price;
70 SEO requests in 6 months;
High local visibility in Google AU (Melbourne).

Are you planning to promote your service business in Australia, the EU, the USA, or Canada? Contact us for a free consultation from our team! We will select the most relevant promotion channels for your business.