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Onix Crete : From Word of Mouth to Wait List
183
Quote requests
$52.41
Cost per enquiry
27:1
Return on ad spend
18
Jobs booked
The Challenge
Great concreters. Invisible on the one channel that matters.
Onix Crete had spent more than ten years building a reputation across Melbourne's inner east, bayside and south east on exposed aggregate driveways, pool surrounds, floating steps and alfresco slabs. The work was excellent. The finishing was better than most of the trade.
The problem was never quality. It was distribution. Every job came from a referral, a repeat client or a neighbour who had watched the crew pour next door. That meant a pipeline that ran hot for six weeks and then went quiet with no explanation, no way to forecast crew allocation, and no way to influence the size or type of job coming in.
Meanwhile every high intent search in their service area, from "exposed aggregate driveway Brighton" to "concreter near me", was being captured by lead resale platforms and larger operators bidding aggressively on brand agnostic terms. Onix Crete was not in the conversation at the exact moment a homeowner decided to spend twelve thousand dollars.
The problem was never quality. It was distribution. Every job came from a referral, a repeat client or a neighbour who had watched the crew pour next door. That meant a pipeline that ran hot for six weeks and then went quiet with no explanation, no way to forecast crew allocation, and no way to influence the size or type of job coming in.
Meanwhile every high intent search in their service area, from "exposed aggregate driveway Brighton" to "concreter near me", was being captured by lead resale platforms and larger operators bidding aggressively on brand agnostic terms. Onix Crete was not in the conversation at the exact moment a homeowner decided to spend twelve thousand dollars.
The Strategy
Own the moment of intent, then prove the craft.
Three pillars, built to catch a homeowner at the point of decision and hand them enough evidence to skip the other two quotes.
Suburb led search
Tightly themed campaigns split by service and by suburb cluster, so a search for a Toorak driveway saw Toorak copy, Toorak proof and a Toorak landing section. Low value renter and DIY traffic was negatived out from week one.
Local Services Ads
Google Guaranteed verification secured, putting Onix Crete above the paid search block on pay per lead pricing. Cheaper enquiries, a trust badge the competition did not have, and disputes lodged on every unqualified lead.
Proof first landing pages
A dedicated quote page per service built around finished job photography, a plain English process, a price guide range and a two field enquiry form. No stock imagery, no filler copy, no navigation to leak clicks.
Channel Deep Dive
Google Ads
Search only. No display, no broad match free for all. Every dollar aimed at a homeowner already typing the job they want done.
Service level campaign structure
Separate campaigns for exposed aggregate, plain driveways, pool surrounds, shed and warehouse slabs, and alfresco areas. Budget could be pushed toward the highest margin work rather than split evenly across enquiries.
Suburb clusters, not a radius
Location targeting grouped into bayside, inner east, south east and the Yarra Valley foothills, each with its own bid adjustment based on average job value rather than distance from the depot.
Aggressive negative list
A living negative keyword list built weekly from the search terms report, cutting jobs, courses, hire, repairs, cheap, and DIY traffic before it ever reached the landing page.
Call first ad extensions
Call assets scheduled to crew hours with call reporting on, so a phone enquiry counted as a conversion rather than disappearing into an untracked mobile number.
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