How Vortex Duct Cleaning Quadrupled Their Business in 12 Months
They had the reputation and the skills. What they didn't have was a way to connect marketing spend to actual revenue. Here's how we built the system that changed that.
The Snapshot
| Client | Vortex Duct Cleaning |
| Industry | Air Duct Cleaning & Restoration |
| Location | Derby/Wichita, KS |
| Engagement | Full Stack Marketing + Growth Strategy |
| Timeline | 12 months |
Before and After
| Metric | Before | After |
|---|---|---|
| Website Visitors (Annual) | 2,300 | 9,100+ |
| Tracked Phone Calls | Unknown (no tracking) | 1,331 |
| New Customers (Google Ads) | Inconsistent | 299 |
| Cost Per Lead | Unknown | $60 |
| Google Reviews | Minimal | 142 five star |
| New Service Verticals | 0 | Mold Remediation |
| Overall Growth | Stagnant | +289% |
The Problem: Spending on Marketing With No Visibility Into What Was Working
Vortex was spending on Google Ads and had tried working with agencies before. Some months felt busy. Other months were slow. But they couldn't answer the questions that actually matter: which campaigns are generating real calls? What does it cost to acquire a customer? Which keywords bring in the highest value jobs?
Without those answers, every dollar on advertising was a guess. They didn't need more marketing. They needed a system that would tell them exactly where every customer came from and what it cost to get them.
What We Built
Phase 1 — Data Foundation (Month 1-2)
Before spending another dollar on ads, we built the measurement infrastructure.
Call Tracking and Recording
Every inbound call tagged to its source. Google Ads, organic search, direct. Every call recorded to analyze quality, not just quantity.
GA4 With Real Conversion Goals
Proper event tracking and attribution. No vanity metrics. Actual data about what drives revenue.
CRM Integration
Connected the lead journey from first click to booked job to completed service. Real customer acquisition cost, not just cost per click.
Baseline Metrics
Documented starting points for cost per lead, cost per customer, and revenue by channel so every improvement could be measured against something real.
Phase 2 — Search Dominance (Month 2-6)
With tracking in place, we rebuilt the search presence from the ground up.
Google Ads Overhaul
New campaign architecture around high intent searches. Tight ad groups, compelling copy, and dedicated landing pages built to convert for each service line.
Value Based Bidding
Fed actual job values back into Google's algorithm. A mold remediation inquiry is worth more than a basic cleaning call. The bidding reflects that automatically.
Local SEO
Optimized Google Business Profile, built location specific content, and launched a review generation system to own local search results.
Aggressive Negative Keywords
Ongoing cleanup to eliminate wasted spend on searches that were never going to convert.
Phase 3 — Growth System (Month 6-12)
Marketing isn't a one time project. We built the system that compounds.
Full Funnel Campaigns
Top of funnel awareness, retargeting for unconverted visitors, and bottom funnel campaigns for ready buyers.
Automated Follow Up
Sequences for unconverted leads, review requests after completed jobs, and reactivation campaigns for past customers.
Recurring Revenue Program
A maintenance membership designed to increase customer lifetime value and create predictable recurring revenue.
New Vertical Discovery
Call data revealed mold remediation demand hiding in their existing lead flow. We built dedicated campaigns and landing pages and launched an entirely new service line.
Finding a Revenue Stream Nobody Knew Existed
As we analyzed call recordings, a pattern emerged. Customers calling about duct cleaning were also asking about mold. Indoor air quality concerns were driving demand for mold inspection and remediation. We moved fast — built dedicated campaigns targeting mold remediation keywords, created service specific landing pages, and helped Vortex expand their offerings. The result was a completely new vertical with higher ticket jobs and less competition. This is what happens when you have real data. You don't just optimize existing campaigns. You find revenue that was already there but invisible.
The Numbers in Detail
289% User Growth
Website visitors went from 2,300 to 9,100+ annually in a stagnant local market. Traffic alone is vanity, but when every visitor is tracked to a call source and every call is tagged to a campaign, user growth of this scale translates directly to booked jobs and new customers.
1,331 Tracked Phone Calls
Not form fills. Not impressions. Actual phone calls from people ready to book. Every one tagged to its source.
299 New Customers From Google Ads
In a competitive local market, 299 new customers directly attributable to paid search alone.
$60 Cost Per Lead
Cost per actual phone call from someone ready to book. When a duct cleaning customer is worth $300 to $500 on the first job and mold remediation runs even higher, $60 to get them on the phone is a clear return.
142 Five Star Reviews
Generated through automated post job review request sequences over 12 months.
"Working with Business Scale Pros was a game changer. We didn't just get more leads. We got a growth strategy. For the first time, we can see exactly how our marketing is driving revenue and can finally make decisions based on data, not guesswork. Our business has quadrupled, and we now have a clear path to scale even further."
— Owner, Vortex Duct Cleaning
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