Home Improvement Company AEO, SEO, PPC, and Website Redesign

The challenge

What they were facing

Every channel was underperforming in a different way. The website was slow on mobile, buried pricing and financing behind a contact form, and had no service area pages for the secondary markets the company actually served. Organic search ranked for the brand name and almost nothing else. AI assistants either ignored the company entirely or named two or three competitors when homeowners asked who to hire for the services this company specialized in. The PPC account had been on autopilot for two years, with a single campaign covering every service in every market, broad match keywords pulling research traffic, and conversion tracking that counted page views as leads. Leadership could not answer two simple questions: how much does a real qualified appointment cost, and which channel actually produces revenue.

The solution

How we helped

Proven ROI ran four workstreams in parallel under one strategy. We rebuilt the website as a conversion focused site with dedicated service pages for every offering, market pages for every metro the company serves, transparent pricing ranges, financing visible above the fold, and trust signals tied to verified reviews and accreditations. SEO work included a full technical audit and fix, content built around the questions homeowners actually search before booking, internal linking that pushed authority to the highest intent pages, and local pack optimization for every service area. The Answer Engine Optimization program ran an AI visibility audit across ChatGPT, Gemini, Perplexity, Claude, and Google AI Overviews, then rewrote service and FAQ content with schema markup that AI crawlers can parse, earned citations on directories and review platforms that LLMs treat as authoritative sources, and set up monthly tracking of which prompts mentioned the brand. PPC was rebuilt from zero with separate campaigns per service and per market, tight match types and aggressive negative keyword libraries, call only and form based conversions wired to real qualified appointment outcomes, ad copy tied to the same offers and proof points used on the new landing pages, and bid strategies tuned to cost per qualified lead rather than cost per click.

The results

Measurable impact

Within 9 months the company had a single source of truth for marketing performance and a lead engine that finally matched the quality of their install crews. Qualified leads grew 178% as the new website converted at a higher rate, SEO opened up non brand traffic for the first time, AEO put the brand in front of homeowners who never made it to a search results page, and PPC produced real appointments instead of clicks. Cost per qualified lead dropped 54% as PPC restructure killed the broad match waste, organic and AI sourced leads carried no media cost, and the website stopped leaking ready to buy visitors. Return on ad spend hit 6.3x on the rebuilt PPC account, measured against booked revenue rather than form fills. The brand moved from invisible to consistently cited across all five major AI surfaces for the high intent home improvement prompts that matter in their markets, and organic non brand traffic grew 312% as the new service and market pages started ranking.

Services delivered