Case Study — Building & Pest Inspections, Melbourne
From Relying On Ads To Booked A Week Ahead: How Inscope Generated 1,041 Leads In 12 Months
“I was booking somewhere between six to eight jobs a week. It was very inconsistent — some days I’d be booked, other days I’d have downtime.”
It’s very common now for me to be booked out at least one week out — new leads coming in overnight throughout the day, every day. The growth has been exponential. I’d recommend eWebsites without any hesitation whatsoever. It’s been life-changing.
Nick Stojanovski
Founder · Inscope Property Inspections
Intro
Client Goals and Challenges
Inscope Property Inspections is a private building and pest inspection business covering Melbourne, run by founder Nick Stojanovski. The inspections were thorough and the reputation was solid. The bookings were not.
Before eWebsites, Inscope had never run search engine optimisation. Every lead came from paid Google Ads. Asked about his previous ads provider, Nick put it simply: he knew the money was going to Google, but beyond that, he had no idea what was happening.
Underneath the inconsistency, three problems stood out:
- 100% of visibility rented through paid ads. No SEO or content program had ever been run — the moment ad spend stopped, so did visibility.
- No verified Google Business Profile. Melbourne’s most valuable local ranking signal was sitting unclaimed while competitors used it to win calls.
- Inconsistent bookings. Roughly 20 to 30 leads a month, but wildly uneven week to week — some weeks fully booked, others with empty days.
What was our Local SEO + AI Search strategy?
Inscope started with zero organic foundation, so we built a complete local visibility system from scratch — designed to win in Google, and to get recommended in AI results.
Foundation — website and money pages. We built and upgraded high-intent service and location pages around the questions buyers actually ask — cost, inclusions, timing — to capture the searches from people ready to book, not just browsing.
Local presence — Google Business Profile. We verified and rebuilt the profile from scratch, replaced stock imagery with real inspection photos, and put a simple weekly posting and monitoring routine behind it.
AI search — built to be cited, not just ranked. We reformatted key pages into direct-answer, extractable sections so ChatGPT, Gemini, Perplexity and Google’s AI Overviews can cite and recommend Inscope by name — anchored by a flagship “Best Building Inspectors in Melbourne” guide, and backed by consistent name, address and phone details across the handful of directories AI platforms actually pull answers from. We track all of it against real buyer questions, month to month, including prompts like “What building inspection companies in Melbourne are recommended for first-home buyers?” — not just a generic visibility score.
Authority — earned links and placements. A targeted digital PR campaign secured trusted placements, including two Business Insider features, to grow local authority and referral signals from near zero.
Paid support and reporting. We rebuilt the Google Ads account to improve conversion efficiency, then stepped spend down as organic and GBP took over as the primary source of qualified calls — all of it tracked through call tracking, keyword tracking and a live monthly dashboard, the transparency Inscope’s previous ads provider never gave.
- 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
AI visibility score, all prompts and models — #1 of every tracked competitor
For “What building inspection companies in Melbourne are recommended for first-home buyers?” — Inscope ranks #1, visible on 7 of 11 AI platforms, ahead of Jim’s Building Inspections, BPIM Building Pest Inspections Melbourne and Altez Building Inspections. It’s one of several real buyer questions we track by name, month to month.
Organic traffic overtaking paid, and keyword growth across every position — 24 months (Semrush)
This is the value of the growth in one picture: organic traffic (blue) overtakes paid traffic (teal) after the eWebsites start date — the same Ads-to-SEO handoff behind the spend cut in the results below — while keywords tracked across every position band, including Google’s AI Overviews, climb from near zero to nearly 400.
The Results
Organic clicks up 794% to 1,430 and impressions up 1,119% to 201.8K year on year, across 287 tracked keywords — 100% non-branded.
Google Business Profile — year on year
- 1,041 total leads (calls + form submissions) — up from roughly 20–30 a month before eWebsites
- 455 new clients acquired and an estimated $273,000 in new business value from a $54,562 investment — a 5.0x, 500% return
- $52.41 average cost per lead and an estimated $120 customer acquisition cost
- Google Ads spend cut from $3,500 to $1,500 a month — cost per conversion down from $166.63 to $42.66, 408 conversions at a 13.20% conversion rate
- Moonee Ponds map grid ranking climbed from 7th to 2nd, with top-3 coverage up from 8.28% to 97.81%
- AI visibility score of 68 — #1 of every tracked competitor overall, and #1 for real buyer prompts like “best building inspectors for first-home buyers,” visible on 7 of 11 AI platforms
- Keywords ranking in the top 10 grew from 0 to nearly 100 — all high-commercial, buyer-intent terms — worth an estimated $1,400 a month in equivalent paid traffic value (Semrush)
- 52 new five-star reviews, double the prior year, with a 4.87 average rating maintained throughout
- 17 digital PR placements including two Business Insider features, and referring domains up from near zero to 106
Google Business Profile drove 41.09% of call volume — ahead of paid ads at 33.66%. 554 of 604 calls were answered.
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