Case Study — Glazier, Melbourne
From Completely Invisible to #1 in Melbourne: How Premium Glass & Glazing Generated 998 Leads and a 7.14x ROI From Local SEO in 12 Months
Craig Ritchie
OWNER · PREMIUM GLASS & GLAZING
We recently used eWebsites and couldn’t be happier with the service. From start to finish, Tomas was incredibly efficient, professional, and showed great attention to detail. Our newly designed website has been completed to a high standard. Highly recommend to anyone looking for quality and reliability.
Intro
Client Goals and Challenges
Premium Glass & Glazing had a strong reputation for quality workmanship, but limited visibility in Google for the Melbourne searches that drive new enquiries.
After years of SEO investment with limited organic growth, the business remained heavily reliant on paid advertising for leads.
eWebsites rebuilt the website, implemented a tailored local SEO strategy and put conversion tracking in place to turn search visibility into measurable business growth.
The existing website was not built to rank or convert. It lacked clear service structure, conversion-focused messaging and reliable tracking. As a result, paid advertising remained the main source of leads.
Premium Glass & Glazing — rebuilt website
New conversion-focused website built for both SEO performance and qualified enquiries.
eWebsites rebuilt the website around customer search intent, local service relevance and conversion. Rather than chasing traffic alone, the strategy focused on helping Premium Glass & Glazing appear for high-intent Melbourne searches and convert more of those visitors into enquiries.
- A new conversion-focused website
- Service and location-led SEO architecture
- Local keyword and competitor research
- Google Business Profile optimisation
- Improved calls to action and enquiry pathways
- Phone and enquiry tracking
- Supporting content and authority-building activity
#1 Average Rank — “Glazier Melbourne” across 65 competitors
Inbound calls — before vs after campaign start (Avanser)
Inbound calls from near zero to a consistent 50-65 per month within 5 months of campaign start.
The Results
Within 12 months, Premium Glass & Glazing achieved stronger visibility across priority Melbourne glazing searches and generated 998 leads from the campaign. The business reached the number-one average Google Maps position among 65 tracked Melbourne competitors, achieved top-three visibility across 59.85% of Greater Melbourne, and grew its ranking keyword footprint from 53 to 572 keywords. The campaign also delivered a reported 7.14x ROI. As organic lead flow strengthened, Craig switched off Google Ads in month four.
- 998 total leads — calls and form submissions combined
- 686 qualified leads at $32.46 average cost per lead
- 178 new clients (conservative estimate) at a cost per client of $182
- $231,400 in new business value from a $32,404 investment — a 7.14x ROI
- 26.52% conversion rate — more than 5x the trade services benchmark
- #1 average Maps position across 65 tracked Melbourne competitors
- Top 3 visibility across 59.85% of greater Melbourne
- 79.54% of all tracked calls driven by GBP alone
- 572 keywords ranking — up from 53 at campaign start
- Authority doubled from 7 to 16, referring domains from 13 to 82
- Google Ads switched off after 4 months — organic took over completely
Keywords at month 12 — 572 ranking across all buckets
Google Search Console — 3.23K clicks, 641K impressions
540,900 GSC impressions built entirely from scratch. The inflection point is visible from campaign launch.
Google Business Profile — 303% growth in impressions
Your business does not need more traffic for the sake of it. You need to be found by customers already looking for your services, then convert that attention into qualified enquiries. Craig switched off Google Ads after four months and the leads kept coming. At month 12 the results were still compounding.
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