Case Study
SD Hauling & Demo
The digital transformation of a family-owned junk removal and demolition company in San Diego County.
Overview
This case study documents the digital transformation of a family-owned junk removal and demolition company in San Diego County — taking an outdated website with poor local visibility and turning it into a lead-generating asset that ranks on page 1 of Google.
The Challenge
The business had quality operations but faced a critical marketing problem. The website appeared outdated and failed to generate local search visibility.
"When someone needs a hot tub hauled off or a garage cleared out, they Google it — and if you're not on the first page, you don't exist."
Solution Implemented
The rebuild focused on three core areas:
Professional Presentation
A modern, mobile-optimized site designed to build homeowner trust and facilitate easy contact — clear pricing cues, prominent phone numbers, and friction-free quote requests.
Local SEO Strategy
Structured content addressing specific services — junk removal, demolition, hot tub removal, and hoarding cleanouts — across relevant neighborhood areas. Genuinely useful pages were prioritized over keyword stuffing.
Content Development
Before-and-after documentation, job walkthroughs, and video content captured on Ray-Ban Meta glasses during actual jobs — used to build site authority and reinforce real-world expertise.
Key Results
Page 1
Google ranking for "junk removal San Diego"
25+
Call conversions generated per month
↑ CTR
Improved click-through rates in Search Console
Google Search Console tracking showed improved search click-through rates for relevant queries, with booking increases following search visibility improvements.
"Once you're in front of the right searches, the business does the rest."
Paid Search
Four Years of Google Ads
Alongside the organic SEO work, SD Hauling & Demo's Google Ads account has been actively managed since Q2 2022 — geo-targeted to San Diego County, structured around the highest-intent service queries (junk removal, hot tub haul-off, demolition, hoarding cleanouts), and continuously tuned around what actually drives phone calls.
28.4K
Clicks
4.15K
Conversions
454K
Impressions
$47.5K
Total Spend
6.25%
Click-through rate — well above the 3–5% search-ad average
~$11.45
Average cost per conversion across the full four-year window
14.6%
Click-to-conversion rate from paid search traffic
The headline numbers — 454K impressions and 28.4K clicks — show consistent local visibility in a competitive home-services market. The conversion side is where the account earns its keep: 4.15K tracked conversions on $47.5K of ad spend works out to roughly $11 per lead, which is a healthy CPA for a service where a single job can cover months of ad budget.
"Paid search isn't a launch-and-leave channel. The wins come from staying in the account week after week — pruning what doesn't convert, doubling down on what does."
Local Presence
Google Business Profile
The Google Business Profile is the other half of local visibility — the listing that shows up in Maps results and the local 3-pack when San Diego homeowners search for hauling or demolition. It's been optimized and maintained alongside the website with fresh photos from real jobs, accurate service categories, and active review management.
2K
Profile views across Maps and Search
304
Interactions — calls, website clicks, and direction requests
68
Direct searches for the business by name
Roughly 2,000 profile views and 304 interactions over a six-month window — a steady stream of high-intent local activity that complements the paid search channel. The 68 direct-name searches are a healthy signal of brand recognition building in the San Diego market, where most home-services queries are still generic.
Client Testimonial
"Kevin built us a clean, fast site that brings in real leads. Our phone hasn't stopped ringing since launch."
— Maribell R., SD Hauling & Demo
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Bilingual web design and local SEO for San Diego businesses.
Kevin Cromley · San Diego, CA · 619.944.8759 · Bilingual (English/Spanish)