The Problem
Nicolock manufactures paving stones and retaining walls on Long Island and sells through a dealer network rather than directly to the homeowner who ends up with the patio.
That splits the marketing problem in two. Demand has to be created with the end customer and with the contractor specifying the product, while the transaction happens somewhere we do not control and cannot measure directly.
There was also what we walked into. Nicolock was already spending roughly one hundred and seventy-five thousand dollars a year on search advertising, and a further twenty-one thousand a year in fees to a separate contractor who ran it. Just under two hundred thousand dollars a year, on one channel, managed apart from everything else the brand was doing.
The brief was not to spend more. It was to get more out of the same money. So the first job was not a campaign, and we declined to put a savings figure in the proposal that we had not yet measured.
We have a great partnership going, I appreciate what you have done for us!Elizabeth Hyer, Director of Marketing
What We Changed
Consolidate the program under one owner
Search, social, organic and content were being bought from different places, with the advertising managed by a contractor outside the rest of the work. One owner across all four, with every channel still budgeted and judged on its own terms, is what makes the three changes below possible at all.
Separate the homeowner from the specifier
The homeowner is shopping for a finished outdoor space. The contractor is choosing a supplier. Those are different searches, different pages and different campaigns.
Make the product findable at the moment of specification
Most of the decision happens inside a quote conversation, so the material that wins it has to be reachable from a phone on a driveway.
Measure into the dealer network, not around it
Attribution has to survive the handoff to a dealer or the whole channel reads as unmeasured.
See a Sample Report (PDF)Six pages. Five recorded calls, one timed form fill, scored by AI against published standards.What it findsCalls ringing out to voicemailAnswered calls that never ask for the jobForm fills that wait hours for a humanThe competitor winning the first call
See What a Scan ReturnsPublic records read from the outside, in about ten seconds, with nothing to install.What it readsThe registrar, and when the domain expiresDNS, and whose nameservers those areThe business name paying for the adsThe GA4 tag and the email host
Run the NumbersSix sliders, figures that move as you drag them, and nothing you type leaves the page.What it works outWhat one new patient is worthThe most you can spend to win oneLeads and appointments you need a monthThe paid budget that hits the goal
Read the LatestWritten off real Long Island accounts, the things we get wrong included.What it coversPaid media and budget decisionsSEO and the local map packLead follow-up and response timeRunning a Long Island business
