- ClientAllan, Budget Box
- IndustryLocal services · Self storage
- RoleSEO & Paid Ads
- StartedAug 2024
The challenge
A local storage business competing with national brands for a small number of high-intent searches. The site had technical problems holding back indexing, service pages that did not target the searches customers actually make, and ads running without conversion tracking, which meant nobody could say whether the spend produced enquiries or just clicks.
The strategy
Own the local searches that end in a phone call. Fix the foundations so Google can crawl and trust the site, rebuild the pages around the exact services and areas served, then run tightly controlled Google Ads on the terms that convert while organic visibility builds.
The work
- Technical SEO. Crawling and indexing issues fixed, page speed improved on mobile, site structure simplified so the important pages were easy to reach.
- On-page. One clear keyword theme per page, rewritten titles and meta descriptions, service and area pages with genuinely local content instead of duplicated text.
- Local visibility. Google Business Profile completed and kept active, consistent business details across listings, and a simple review routine for the team.
- Google Ads. Campaigns rebuilt around buying-intent keywords, negative keyword lists to cut DIY and job searches, location and schedule settings matched to the service area, ads pointed at pages built for the offer.
- Conversion tracking. Calls and form enquiries set up as conversions so bidding optimises towards real leads and reporting shows cost per enquiry.
Results
Verified figures are being confirmed with the client and will be published here. Nothing goes in this section until I can show it in a Search Console or Google Ads screenshot from the account.
Happy to walk through the live dashboards on a call. Ask for a walkthrough.
Tools & platforms
Google AdsGoogle Search ConsoleGA4Google Tag ManagerGoogle Business ProfileWordPress
Questions about this project
What services were provided for Budget Box?
Technical SEO, on-page and local SEO, Google Business Profile work, Google Ads campaign rebuilds, and conversion tracking for calls and form enquiries.
What was the main challenge?
A local business competing with national brands for a small number of high-intent searches, on a site with indexing problems, and ads running without conversion tracking.
How long did the project take?
Work started in August 2024. Technical fixes and ad restructuring came first, with local SEO and content built out over the following months.
How were the results measured?
Calls and form enquiries are recorded as conversions in Google Ads and GA4, and organic performance is tracked in Search Console by query, not by total traffic.
Do you work with other local service businesses?
Yes. The same approach applies to any business that earns its money from a small set of local, high-intent searches.
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