Case study · Restoration Companies · USA
Restoration Case Study USA: +142% Leads
How a 9-truck water and fire restoration company in Dallas grew emergency calls 142% and cut cost per lead 48% in 6 months with AEO, Lead Generation and Local SEO.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Restoration Companies · USA
Restoration
A 9-truck water and fire restoration company based in Dallas, serving the wider Dallas area and focused on water damage restoration and mitigation, plus fire and smoke damage restoration. Before working with us, 62% of inquiries came through Angi and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive emergency calls, a lower cost per job and a pipeline the owner controls.
Results After 6 Months
Leads per month
+142%
Cost per lead
-48%
Marketing-sourced revenue
+218%
Return on marketing spend
17.5x
The challenge
Where the business was stuck
- Water, fire and mold emergencies happen at any hour, and the first responder usually wins the job.
- Insurance-driven work involves adjusters and program relationships as well as homeowners.
- Restoration keywords are expensive, so wasted clicks are costly.
- Peak season (demand spikes with winter freezes, spring storms and hurricane season, but water damage leads come in year-round) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on AEO (Answer Engine Optimization), Lead Generation Program and Local SEO & Google Maps, the three channels with the best cost per job for restoration businesses in Dallas. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
AEO (Answer Engine Optimisation)
- Rewrote 20 service pages so each opens with a direct 40 to 60 word answer to the question buyers actually search.
- Added FAQPage, HowTo and Service schema and question-led headings to target featured snippets and People Also Ask.
- Built a price and timeline guide for water damage restoration and mitigation with tables that answer engines can lift straight into results.
- Optimized for voice and conversational queries such as "how much does water damage restoration and mitigation cost near me".
Service 2
Lead Generation Program
- Added the business to our exclusive lead generation program: one restoration company per service area, so leads are never shared or resold.
- Launched dedicated lead capture pages and campaigns for water damage restoration and mitigation and fire and smoke damage restoration across 12 service areas in the wider Dallas region.
- Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
- Replaced paid lead credits on Angi with a fixed monthly program and weekly reports on cost per lead and booked jobs.
Service 3
Local SEO & Google Maps
- Rebuilt the Google Business Profile: primary category corrected, 4 secondary categories added, 18 services with descriptions and a service area matched to the real travel radius.
- Published 21 suburb and area pages across the wider Dallas area, each with local job photos, travel times and area-specific FAQs.
- Launched a review request flow by SMS after every completed job, lifting review velocity from 4 to 12 new reviews a month.
- Tracked rankings on a 7x7 geo-grid around the office to see Maps visibility street by street, not just from one location.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Emergency calls per month | 24 | 58 | +142% |
| Cost per lead | $278 | $145 | -48% |
| Cost per job | $897 | $355 | -60% |
| Lead-to-job rate | 31% | 41% | +10 pts |
| Website conversion rate | 3.2% | 4.1% | +30% |
| Marketing-sourced revenue / month | $60k | $191k | +218% |
| Share of leads from paid directories | 62% | 16% | -46 pts |
| Featured snippets and PAA answers | 0 | 43 | +43 |
| Exclusive leads delivered / month | 0 | 25 | new |
| Keywords in the Maps top 3 | 4 | 32 | +28 |
Lead growth
Emergency calls per month
Marketing-sourced revenue went from $60k to $191k a month, measured from booked restoration jobs in the CRM.
Optimisations That Moved The Numbers
- 01
The business now holds 43 featured snippets and People Also Ask answers, up from 0.
- 02
Direct-answer intros raised organic click-through rate on question searches from 1.8% to 6.8%.
- 03
Qualifying leads before delivery cut time wasted on out-of-area and low-budget inquiries by 29%.
- 04
Adding 4 secondary Google Business Profile categories lifted discovery searches by 29% in six weeks.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering AEO, Lead Generation and Local SEO.
Weeks 3 to 6
Build and launch
AEO, Lead Generation and Local SEO live for water damage restoration and mitigation, plus fire and smoke damage restoration.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Phoenix and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
Restoration Companies case studies in other countries
Let's Discuss Your Growth
Tell us about your business. We'll reply with a plan, realistic lead volumes and costs.