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Three Months Beat Their Whole Last Year.
Five Counties Instead of One.
A&A Waste Solutions runs 12 and 18 yard roll-off containers out of New Bern, North Carolina. In April 2026 their ads were expensive, their website was invisible one town over, and nobody could see why. Here is what changed in 90 days.
- Client
- A&A Waste Solutions, Inc.
- Category
- Dumpster Rental
- Market
- New Bern, North Carolina
- Service Area
- 50 mile radius from New Bern
- Engaged
- April 27, 2026
- Results Window
- May 1 to July 31, 2026
Good Operator. Invisible Business.
A&A were not a struggling company. They held a five star rating and a number 2 local ranking in their home city. The problem was that their reach stopped at the New Bern city limit, while their trucks could serve a 50 mile radius across five counties.
Everything after that leaked. The ads were paying for clicks from towns the website had no page for, so the click was paid for and then thrown away.
- Two competing Google Business Profiles, splitting reviews and ranking authority
- Miscategorised on Google as a waste management service rather than a dumpster rental company
- No Google Analytics tag on the site, so visitor behaviour was never measured by anyone
- 11 name, address and phone errors across directories, including one listing showing the wrong town
- No pages for the towns they serve or the services they offer, nothing handing Google the business details directly, and a site too slow to pass Google's checks
- Ranking second in New Bern and effectively invisible in every surrounding town
Four Phases. One Quarter.
Landing pages were built across weeks 2 and 3 and paid search relaunched onto them in week 4, both before the new site went live on May 26, so revenue did not have to wait on a 116 page build.
Fix the Entity
Weeks 1 to 2 · Apr 27 to May 10Until Google is certain who this business is and where it operates, nothing else you do sticks. Everything after this point is built on it, so it came first.
- Merged two competing Google Business Profiles down to one
- Rewrote the name, categories, description, services and service area on the profile we kept
- Built the first 35 consistent local citations, up from 2, correcting name, address and phone data everywhere it appeared
- Started posting weekly, with a real reason to call in every post
Capture Demand Early
Weeks 2 to 5 · May 4 to May 31A 116 page site takes weeks to build. The phone does not wait for it. So we put up a handful of landing pages in weeks 2 and 3 and pointed the ads at those, which meant the ads were earning while the real site was still being built.
- Built dedicated landing pages on a separate subdomain across weeks 2 and 3, with sizes and a sticky quote form, live just before the ads relaunch
- Relaunched their Google Ads Search campaigns in week 4, rebuilt from the account structure up rather than tuned in place
- Launched Google Local Services Ads in week 5, which sit above the map and charge per lead instead of per click
Land the Real Site
Week 5 · Live May 26A&A's old site ran on GoDaddy Airo, their website builder. Airo cannot be fully optimised for SEO, AEO or GEO, and gives no real control over how the site behaves or how fast it loads on a phone. At 41 out of 100 on mobile, it was losing people before they read a word. So we replaced it rather than patched it.
- 116 pages live, of which 107 are service-area pages structured as county hubs, city pages and city plus service pages
- Pages served pre-built from servers close to the visitor, scoring 99 to 100 on mobile speed
- Every page now hands Google the business details directly, which the old site never did
- Every town page sits inside its county page, so the whole group builds each other up instead of competing
Expand and Refine
Week 8 onward · From mid JuneWith the ads running and the new site indexed on Google, the back half of the quarter went on finding more ways in and sharpening what was already up.
- Launched direct B2B outreach in week 8, targeting local businesses pulling construction permits
- Sharpened the pages in weeks 8 and 10, once there was real search data showing what people were actually typing
- Put call tracking on the whole website, not just the landing pages, so calls from Google listings and search results get counted too
- Added a further 10 local citations in July, bringing the total to 45
Ninety Days, Measured.
May 1 to July 31, 2026, against the four months immediately before engagement. Advertising spend roughly tripled over the same period, so these are efficiency gains on a bigger budget, not the same budget stretched further. Every figure is sourced at the bottom of this page.
65% lower Across everything A&A pay Google, Search and Local Services Ads together. We publish the change and not the figures behind it. What A&A pay for a lead is their business, not something we hand to their competitors.
30.9 Everything Google advertising produced, counted per month because the before period is four months and the after period is three. Three months of it beat the previous thirteen months combined.
197 in July Nearly half of all visits, on a website that was two months old. Small numbers, and we are saying so. What matters is that half of them arrived without us paying for the click.
Four counties added Held second place in New Bern throughout, and started ranking in surrounding towns too: 4 in Havelock, 9 in Atlantic Beach. The top three is what shows without clicking, so those are a step on the way rather than the destination.
99 to 100 / 100 Their old site was too slow to pass Google's speed checks. A contractor on a job site with one bar of signal does not wait for a page to load, he hits back and calls the next result.
84 / 100 Our own audit tool, run the same way against the live site before and after. Technical health scored 91 and service area coverage 91. It is free and public, so you can score your own site with it. Run the same audit on your site
More Jobs, Not Just More Leads.
Cheaper leads are only worth something if they turn into work. A&A's invoicing records cover that, measured against the same months a year earlier so the busy season sits on both sides of every figure.
A&A were behind their own prior year on both measures for the four months before we started, and ahead on both for the three after. June was up +88% on jobs invoiced and July more than doubled, and those were the first two full months with the new site live. A business is more than its marketing, and A&A were working through the same quarter themselves. What their records show is a flip from behind to ahead, with the line between the two running through the week the engagement began.
Average invoice per job fell 29 percent over that window. More jobs, smaller jobs. Both figures above are published, so that division is available to anyone who wants it, and it is better stated than found. A shift toward smaller residential work is the obvious reading, we have no job-type data to prove it, and it is the first thing the next quarter has to answer.
When Google Answers, It Says A&A.
Measured 2026-07-31 on Google's AI answer engine, across 8 tracked brands in this market. A&A is named more often than any of them, and is the only one ever cited as a source. Nothing existed on the web for these answers to find in April.
Opening ChatGPT is something you decide to do. Googling is a habit, and the AI answer is just sitting there at the top of the page whether you wanted one or not. So it reaches people who never went looking for AI at all, which is most people. Google's version also goes and reads the web before it answers, which is why the work we did shows up in it. The answers repeat back the street address, the phone number and the 2 to 2.5 ton allowance and the $65 per ton overage. In April there was nothing on the web for it to find.
Ranking in New Bern was never the problem. A&A already had that. Four counties of demand had no page to land on, so every dollar of ad spend competed for the same small pool of searches. Pages, Google listing and ads all have to cover the same ground. Once they did, A&A could put roughly three times as much into Google Ads and still cut the cost of a lead by 65 percent.
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Everything else is in the long version: how the ad account was rebuilt, how the 116 pages fit together, what we would do differently, and the one number that has not moved yet.
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Results cover May 1 to July 31, 2026, measured against the four months before engagement. Cost per lead is advertising spend divided by leads and excludes agency fees. Results vary by market, fleet, pricing and budget, and the pace here reflects this engagement rather than a standard timeline. Full methodology and sources.