Paving Marketers Case Study
Paving Marketers Helped Paved Assets Get More Leads.
Asphalt Paving & Sealcoating · Raleigh, NC
The Challenge
Paved Assets is a paving company serving the Raleigh, NC market with asphalt paving and repair solutions. Early in 2025, their online marketing was generating leads but at a high cost and with room for improvement in visibility and efficiency. They partnered with Paving Marketers to reduce ad costs, increase website activity, and strengthen their local search presence.
Industry
Asphalt Paving & Sealcoating
Location
Raleigh, NC
In the first quarter of the year, paid campaigns were driving conversions but at $219 per lead, making growth expensive. By late summer, Paved Assets was generating more conversions at nearly half the cost. At the same time, their website was attracting more visitors, organic search was reaching more people, their Google Business Profile saw stronger engagement, and GeoGrid rankings improved significantly.
Google Ads
Campaign refinements led to stronger performance and lower costs:
These improvements allowed the company to reach more potential customers while paying less per lead.
- Conversions increased from 32 to 53
- Cost per conversion dropped from $219 to $137
- Average CPC improved from $14.13 to $7.17
- Clicks doubled from 496 to 1,015
Website Performance
The website also experienced steady gains:
This growth indicates more homeowners are finding and engaging with Paved Assets online.
- Sessions increased from 1,266 to 1,665
- Page views nearly doubled from 2,303 to 4,834
- Active users grew from 1,035 to 1,470
- New users increased from 1,027 to 1,457
SEO
Organic visibility also improved during this period:
These gains reflect stronger reach across search results, putting Paved Assets in front of more potential customers.
- Clicks rose from 172 to 203
- Impressions nearly doubled from 65,174 to 117,503
- Average position improved from 47.54 to 43.43
Google Business Profile
Their Google Business Profile became a stronger channel for direct customer contact:
These results show that more customers are discovering and reaching out to the business through local search.
- Call clicks grew from 8 to 18
- Website clicks rose from 28 to 46
- Search impressions doubled from 396 to 808
Local Map Visibility
Local visibility improved significantly during this period:
This stronger GeoGrid presence means Paved Assets is appearing more often in local map results, giving them greater visibility among nearby customers.
- Average grid rank improved from 6.5 to 4.71
- Share of Local Voice grew from 26% to 41%
““We’ve been very happy with the recent blog posts, and it’s exciting to see organic leads coming through. Most of the leads have been high quality, and we’ve just been really busy lately.””
Paved Assets Team
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