Executive Summary
After nearly three decades in business, Seal King Paving had a clear goal: increase revenue by $300,000 and reduce dependency on third-party lead platforms. Owner Larry Degroodt had relied for years on word-of-mouth and Angi Leads to keep his schedule full, but the unpredictable nature of those channels was holding the business back.
When Larry partnered with Improve & Grow, he didn’t just want a better website. He wanted a smarter system that could generate consistent, high-quality leads in the areas where he wanted to grow. We launched a new digital marketing strategy centered around Google Ads, Local Services Ads, and SEO, supported by a custom-built website and tracking tools.
By the end of 2025, Seal King had generated 340 leads through the new system, more than doubling their goal. With a cost per lead 35 percent lower than what they had been paying through Angi, Larry and his team now had full visibility and control over their marketing.
The Challenge
Seal King Paving had a solid reputation and years of experience, but their digital presence was virtually nonexistent. Their website had not been updated since 2011 and was not generating any leads. Most new jobs came through word-of-mouth or Angi Leads, which meant they had no control over where the leads came from, what types of projects were coming in, or how much they were paying for them.
Leads from Angi were often low-quality and highly competitive, putting pressure on Larry to discount his services just to win bids. The lack of visibility and tracking made it impossible to know what was working or how to scale. With a goal of increasing revenue by $300,000, Larry needed a more reliable system to attract the right kinds of customers in the areas he wanted to target.
The Solution
We began by building a new SEO-optimized WordPress website focused on converting traffic into qualified leads. This included service and location pages tailored to the regions where Larry wanted to grow, as well as clear calls-to-action and mobile-friendly design.
Next, we launched a performance-driven Google strategy. This included Local Services Ads to capture high-intent leads in his target counties, as well as paid search campaigns focused on asphalt paving keywords. We prioritized the highest-margin services first and used a phased rollout to match Seal King’s capacity and budget.
To support long-term visibility, we implemented on-page SEO best practices and installed LeadHub for call tracking, lead management, and review generation. This gave Larry complete transparency into where leads were coming from and how they were converting.
The Results
In the first nine months of the campaign, Seal King Paving generated 340 leads through the new website and Google advertising efforts. This result more than doubled their original goal of 144 and represented a significant shift from their previous lead flow, which had come entirely from Angi.
Website traffic totaled 5,579 visits during that same period, with more than 1,500 visits coming from paid search and nearly 800 from organic search. Direct traffic also surged, reflecting increased brand recognition and improved local visibility.
Most significantly, the cost per lead came in at $98. Compared to the $150 average Larry had been paying through Angi, this represented a 35 percent reduction in lead cost. With consistent lead flow and measurable ROI, the new marketing system quickly proved its value.
What Changed
Seal King Paving is no longer dependent on third-party lead platforms. Larry now has full control over his marketing and the confidence that comes with seeing exactly where each lead is coming from. The business has shifted from reactive to proactive, with a steady flow of high-quality leads coming in across multiple counties.
Larry summed it up simply in a text message:
“We talk about leads and where they came from every day pretty much. Seems like it’s working.”
That kind of day-to-day visibility has transformed the way Seal King operates. With a reliable system in place, they are no longer chasing leads—they are choosing the right jobs and booking work on their terms.
Final Word
Seal King’s journey is a reminder that strong local businesses often just need the right tools and guidance to unlock their next phase of growth. By aligning Larry’s goals with a data-driven, Google-first strategy, we helped turn a stagnant online presence into a high-performing lead engine.
The results speak for themselves, but more importantly, they reflect a business owner who is now in control of his marketing and confident in where he is headed.
Want to take control of your lead generation like Seal King Paving? Set up a quick chat today!