Happy Grand Final Friday! Today, I want to share how I generated 1,562 plastering leads in three years and took a website from zero to 1,200 monthly organic visitors. Along the way, we spent about $37,000 on Google Ads, but the exciting part is that now we're getting enough leads from SEO that we've been able to turn off the Google Ads altogether. In fact, in the last 30 days alone, we've received 70 leads from SEO.
This journey was about more than just running ads—it was about building a strategy that would eventually sustain itself without relying on paid advertising. My client recently gave me the call that every SEO specialist dreams of: "Eugene, we've got too many leads. Turn off the ads!" That's the point where you know your organic strategy is winning.
Getting Started: The Power of Google Ads
In the first year of this campaign, we relied heavily on Google Ads. We had a budget of $37,000, and through that, we managed to generate 350 web form conversions, not including phone calls. When you factor in the phone calls, our cost per lead was between $65 and $75. It wasn't easy, though. I underestimated how competitive the plastering keywords would be, and many of the clicks we were paying for came from search queries with little to no commercial intent.
For example, broad keywords like "plasterer" might have drawn clicks from people simply looking to learn what plaster is or how to use it in DIY projects. Those searches eat up ad spend but don't result in conversions. As a result, we had to refine the Google Ads strategy by creating targeted ad groups that focused on specific, higher-intent keywords like "emergency plasterer" or "commercial plastering services." This helped ensure that the traffic we were paying for was more likely to convert into actual business.
I like to think of my ad campaigns as taps—you can turn them on or off when needed. Early on, the ads were essential to getting the business off the ground, but the ultimate goal was always to rely less on paid traffic and more on organic search.
Transitioning to Organic SEO
After the first year, we started focusing more on SEO. I always approach SEO with a long-term mindset because building organic traffic takes time. It was even more challenging in this case because we were working with a new domain. New sites often go through what's known as the "Google Sandbox," where they don't gain traction in search results for the first six months or so. Knowing this, we started slowly with a basic Google Ads-ready website and gradually added SEO components.
One of the key strategies we implemented was building out service pages that targeted specific keywords. Instead of having a single page for "plastering services," we created individual pages for residential plastering, commercial plastering, ceiling repair, and Venetian plastering. Each page acted like a fishing pond, allowing us to target niche keywords and capture traffic for various search intents. Over time, we expanded this further by creating geo-targeted pages for different suburbs and regions. This was crucial for ranking well in local searches, often a goldmine for trades like plastering.
Content Creation and Keyword Strategy
At the heart of any good SEO campaign is content. We knew that to dominate the plastering niche, we needed to produce valuable, informative blog posts that would address the questions people were asking about plastering. So, we created a content calendar filled with over 100 blog topics. These blog posts weren't just fluff but detailed guides on everything from "How to repair ceiling cracks" to "The benefits of Venetian plastering." By addressing specific pain points and common questions, we ranked higher in search results and built trust with visitors.
I've learned over the years that keyword stuffing needs to be fixed. Gone are the days when you could throw the same keyword into a page 50 times and expect it to rank. Today, Google's algorithms are much smarter, rewarding content genuinely helpful to users. For instance, we focused on long-tail keywords—phrases that are longer and more specific but have a higher chance of converting. Instead of just targeting "plastering," we wrote posts around questions like "How to fix a plaster ceiling" or "Is Venetian plaster worth the cost?" This approach brought in more organic traffic and ensured that the leads were more qualified.
Analyzing Competitors and Building Backlinks
I've always been a big fan of competitor analysis. Using tools like Ahrefs and Screaming Frog, I could see exactly what my competitors were doing and what keywords they were ranking for. It was clear that many of them were doing well because they had pages built for every suburb and service area they covered. We mirrored this approach by building geo-targeted service pages for our plastering client, ensuring we didn't miss out on local search traffic.
But just having pages isn't enough—you need backlinks to build authority. We generated backlinks through various strategies, including listicle posts like "Top 10 plasterers in Melbourne" or "Best plastering services in Sydney," where we placed our client at the top. This helped boost not only the SEO rankings but also the overall credibility of the site.
The Results: From Google Ads to Organic Success
Fast forward to today, and we've reached the point where our client no longer needs to rely on Google Ads. With over 1,200 organic visitors a month, we've turned off the ads, but we can easily turn them back on if needed. The website now ranks for over 3,600 unique keywords, many of which are in the top three positions on Google. This was achieved through content optimization, link building, and constant adjustments based on SEO analysis.
One of the key lessons I've learned from this campaign is that patience pays off. SEO doesn't produce instant results like paid ads. It takes time to build authority and trust in Google's eyes, but once you do, the results are more sustainable and cost-effective in the long run.
Final Thoughts
Looking back, this campaign was a perfect example of how to blend paid advertising and SEO for maximum effectiveness. We started by using Google Ads to generate quick leads, but we always aimed to transition to organic traffic. Through careful keyword targeting, strategic content creation, and continuous competitor analysis, we built a site that now generates leads on autopilot.
If you're in the early stages of your campaign, stay the course and trust the process. Invest in content, focus on local SEO, and be prepared to adapt as the digital landscape changes. If done right, your business can thrive without spending thousands on monthly ads.
