Concrete Pumping Marketing Case Study — Premier Concrete Pumping

From a 2012 website and two leads a month to 18 qualified leads a month, 30% cheaper ad costs, and a pipeline that now includes commercial government work.
Premier Concrete Pumping Website design mockup by Groundwork Agency

How We Took Premier Concrete Pumping From 2 Leads a Month to 18 With SEO, Google Ads, and a Full Website Rebuild

Premier Concrete Pumping had been running a solid operation for years. The work was good. The reputation in their network was strong. But their website was built in 2012 and hadn’t been touched since. No service pages. No location targeting. Nothing Google could use to connect their business with someone actively searching for concrete pumping.
They were running their own Google Ads before coming to us. Spending money every month, but sending traffic to a site that couldn’t convert. The leads coming in were almost entirely COD (cash-on-delivery) jobs with independent and smaller contractors. Two or three a month if they were lucky.
The commercial work, the government contracts, the larger-scale projects they wanted to be building toward. None of that was going to come from referrals and a 13-year-old website.

Year
2025
Client
Premier Concrete Pumping
Services
Website Design, SEO, and Google Ads Campaigns
View Online

What We Built for Premier Concrete Pumping

We don’t run ads into a broken website, and we don’t start SEO without the right foundation. Every step funded and enabled the next one.

01.

Website Design and Development

Built a complete new site from the ground up. Individual service pages for each offering. Location-targeted pages for every major area they operate in. Real project photos, structured contact flows, and copy written for both Google and the actual buyer. The 2012 site was replaced with something Google could crawl and customers could convert on.

02.

Google Ads Campaign Management

Premier had been managing their own ads before working with us. After taking over the account and running campaigns against the new website, cost per lead dropped 30%. The same ad spend now produces more leads, not because we ran more ads, but because the website they land on actually converts. Proper conversion tracking was added so every dollar of spend is accountable.

03.

SEO
(Search Engine Optimization)

Started from zero organic traffic. Built the keyword strategy around the exact searches their customers were making, targeting service type, location, and intent. Published consistently. Traffic climbed from zero to over 300 organic visitors a month. Cost per lead from SEO is a fraction of what paid ads cost.

04.

Social Media Marketing and Content Creation

With the foundation producing consistent leads, the next phase is compounding everything already built. We are now developing Premier’s presence on Instagram, TikTok, and LinkedIn. The goal is simple: the easier you are to find everywhere, the more work you get. When someone hears the Premier name, searches on Google, scrolls Instagram, or looks them up on LinkedIn, they find the same business showing up consistently. That kind of omnipresence is how a concrete pumping company stops being one of many options and becomes the obvious choice. The name people already know before they even call.

Premier Concrete Pumping's Marketing Results

Premier Concrete Pumping placing boom large floor pour, marketing by Groundowrk Agency

Within a few months, the COD leads Premier originally wanted were coming in consistently. 18 per month, up from 2 or 3. The immediate problem was solved.
That’s when the goals started growing. With a reliable inbound pipeline established, we expanded the SEO strategy toward commercial and government work. Those conversations are now happening. And with social media now in motion, the compounding effect is just getting started.

Before GroundWork After GroundWork
2 to 3 leads per month 18 qualified inbound leads per month
Zero organic website traffic 300+ organic visitors monthly from search
Self-managed Google Ads with no tracking or optimisation 30% lower cost per lead versus self-managed ads
No commercial pipeline in place Commercial and government project conversations now happening
Website last updated in 2012 Website fully rebuilt and optimised in 2025
No social media presence Social media presence being built across Instagram, TikTok, and LinkedIn
Google Search Console graph showing Premier Concrete Pumping growing from zero organic traffic to 636 clicks and 65,300 impressions between May and December 2025. Last 6 Months Premier Concrete Pumping google search console SEO results by Groundwork Agency

Organic Search Growth: 0 to 65,000 Monthly Impressions in 7 Months

Google Search Console data showing Premier Concrete Pumping's organic growth from May 2025 to December 2025. Starting from near-zero visibility, the site climbed to 636 total clicks and 65,300 impressions over 7 months. Both clicks and impressions trend consistently upward, with the strongest growth in the final 8 weeks of the period. This is the result of a structured SEO build targeting concrete pumping service and location keywords across Southern Ontario.
Google Ads dashboard for Premier Concrete Pumping showing two active search campaigns generating 17 conversions at CA$41.72 cost per conversion across a combined spend of CA$709. Google Ads campaign with Line Pump Trailer and Boom Pump. Run by Groundwork Agency.

Google Ads Results: 17 Conversions at CA$41.72 Cost Per Conversion

Google Ads account overview showing two active search campaigns running for Premier Concrete Pumping: Line/Trailer Pump Rental and Boom Pump Rentals. Combined, the campaigns generated 186 clicks from 3,787 impressions at an average cost of CA$3.81 per click and a total spend of CA$709.16. The account recorded 17 conversions at a cost per conversion of CA$41.72. Both campaigns run on a Maximize Conversions bid strategy and carry an 83.9% optimization score. This is the restructured account Groundwork took over and rebuilt from a previously untracked, self-managed setup.
Premier Concrete Pumping equipment page showing boom pump fleet with individual spec cards, reach data, and Get a Quote buttons for each unit. Built by Groundwork Agency

Website Build: Equipment Catalogue Designed to Rank and Convert

The equipment page on Premier Concrete Pumping's rebuilt website, showcasing their full fleet across four categories: Boom Pumps, Trailer Pumps, Placing Booms, and Telebelt Conveyor. Each piece of equipment is displayed with structured spec cards covering reach, sections, boom type, and best use case, alongside a Spec Sheet PDF download and a Get a Quote CTA. This page was built as part of the full website rebuild completed in March 2025, designed to help Google understand exactly what Premier offers and to give commercial buyers the technical detail they need before reaching out.
Premier Concrete Pumping project page for CIBC Square at 141 Bay Street in Toronto, showing a 52-storey highrise with details on concrete volume pumped and equipment used.

Commercial Portfolio: CIBC Square Highrise Concrete Pumping, Toronto

A featured project page on Premier Concrete Pumping's website documenting their work on the second tower at CIBC Square in downtown Toronto. A 52-storey, 792-foot highrise where Premier pumped over 57,000 cubic metres of concrete for core walls, slabs, footings, and stairs using their full fleet including a placing boom and 65M boom pump. The projects section was built as part of the website rebuild to establish Premier's credibility with commercial and ICI buyers, demonstrating the scale and complexity of work they are capable of. These pages also serve as SEO assets targeting commercial concrete pumping keywords in the Toronto market.

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