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Onix Crete : From Word of Mouth to Wait List
183
Quote requests
$52.41
Cost per enquiry
27:1
Return on ad spend
18
Jobs booked
The Challenge
Great concreters. Invisible on the one channel that matters.
Onix Crete had spent more than ten years building a reputation across Melbourne's inner east, bayside and south east on exposed aggregate driveways, pool surrounds, floating steps and alfresco slabs. The work was excellent. The finishing was better than most of the trade.
The problem was never quality. It was distribution. Every job came from a referral, a repeat client or a neighbour who had watched the crew pour next door. That meant a pipeline that ran hot for six weeks and then went quiet with no explanation, no way to forecast crew allocation, and no way to influence the size or type of job coming in.
Meanwhile every high intent search in their service area, from "exposed aggregate driveway Brighton" to "concreter near me", was being captured by lead resale platforms and larger operators bidding aggressively on brand agnostic terms. Onix Crete was not in the conversation at the exact moment a homeowner decided to spend twelve thousand dollars.
The problem was never quality. It was distribution. Every job came from a referral, a repeat client or a neighbour who had watched the crew pour next door. That meant a pipeline that ran hot for six weeks and then went quiet with no explanation, no way to forecast crew allocation, and no way to influence the size or type of job coming in.
Meanwhile every high intent search in their service area, from "exposed aggregate driveway Brighton" to "concreter near me", was being captured by lead resale platforms and larger operators bidding aggressively on brand agnostic terms. Onix Crete was not in the conversation at the exact moment a homeowner decided to spend twelve thousand dollars.
The Strategy
Own the moment of intent, then prove the craft.
Three pillars, built to catch a homeowner at the point of decision and hand them enough evidence to skip the other two quotes.
Suburb led search
Tightly themed campaigns split by service and by suburb cluster, so a search for a Toorak driveway saw Toorak copy, Toorak proof and a Toorak landing section. Low value renter and DIY traffic was negatived out from week one.
Local Services Ads
Google Guaranteed verification secured, putting Onix Crete above the paid search block on pay per lead pricing. Cheaper enquiries, a trust badge the competition did not have, and disputes lodged on every unqualified lead.
Proof first landing pages
A dedicated quote page per service built around finished job photography, a plain English process, a price guide range and a two field enquiry form. No stock imagery, no filler copy, no navigation to leak clicks.
Channel Deep Dive
Google Ads
Search only. No display, no broad match free for all. Every dollar aimed at a homeowner already typing the job they want done.
Service level campaign structure
Separate campaigns for exposed aggregate, plain driveways, pool surrounds, shed and warehouse slabs, and alfresco areas. Budget could be pushed toward the highest margin work rather than split evenly across enquiries.
Suburb clusters, not a radius
Location targeting grouped into bayside, inner east, south east and the Yarra Valley foothills, each with its own bid adjustment based on average job value rather than distance from the depot.
Aggressive negative list
A living negative keyword list built weekly from the search terms report, cutting jobs, courses, hire, repairs, cheap, and DIY traffic before it ever reached the landing page.
Call first ad extensions
Call assets scheduled to crew hours with call reporting on, so a phone enquiry counted as a conversion rather than disappearing into an untracked mobile number.
1,284
Clicks
8.24% click through rate
$5.05
Average CPC
Search network
$6,480
Total spend
Reporting period
$52.41
Cost per enquiry
Calls and forms combined
Channel Deep Dive
Local Services Ads
The cheapest qualified enquiry in the account, sitting in the highest position on the page.
Verification handled end to end
Licence, insurance and background checks lodged and pushed through, earning the green Google Guaranteed badge that sits above every paid and organic result.
Job type controls
Profile restricted to driveways, patios and slab work so the budget was never spent on repairs and small patch jobs the crew does not take.
Review velocity programme
A post completion review request sequence lifted the profile rating and review count, which directly drives LSA ranking and the share of leads served.
Lead disputes every week
Out of area, wrong service and spam leads disputed and credited back weekly, protecting the effective cost per lead rather than accepting the platform default.
71
LSA leads
Calls and messages
$38.90
Effective cost per lead
After credits
$2,761
LSA spend
Reporting period
14
Leads credited
Disputed and refunded
The Unfair Advantage
Ten years of finished driveways nobody had ever photographed properly.
The asset was already there. It was sitting on job sites across Melbourne with no one pointing a camera at it.
We ran a photography day across four recently completed sites and pulled a library of finished driveways, pool surrounds and floating steps shot in good light from the angles a homeowner actually cares about. That library became the landing page hero, the Local Services Ads profile, the Google Business Profile feed and the ad extension imagery.
A homeowner comparing three quotes for a twelve thousand dollar driveway is not comparing prices. They are trying to work out who will not wreck their front yard. Showing them fourteen finished jobs in their own suburb, with the exact aggregate blend named, closed that question before the first site visit.
We ran a photography day across four recently completed sites and pulled a library of finished driveways, pool surrounds and floating steps shot in good light from the angles a homeowner actually cares about. That library became the landing page hero, the Local Services Ads profile, the Google Business Profile feed and the ad extension imagery.
A homeowner comparing three quotes for a twelve thousand dollar driveway is not comparing prices. They are trying to work out who will not wreck their front yard. Showing them fourteen finished jobs in their own suburb, with the exact aggregate blend named, closed that question before the first site visit.
14.7%
Landing page conversion rate
4.9★
Google rating
63
Reviews collected
2:41
Average time on page
Enquiry Visibility
Every call, every form, every quote, in one place.
Trade businesses lose money in the gap between the phone ringing and someone writing the job down. We closed it with dynamic number insertion on the site, call recording on every enquiry, and an automated tracking sheet that logged the source, suburb, service, quoted value and outcome of every lead without anyone typing a thing.
That gave Onix Crete something they had never had: a live view of which suburbs and services were actually converting into signed jobs, not just enquiries. Budget followed the answer.
That gave Onix Crete something they had never had: a live view of which suburbs and services were actually converting into signed jobs, not just enquiries. Budget followed the answer.
In Their Words
“We went from hoping the phone rang to knocking back work that did not suit us.”
Director · Onix Crete Concreting
Results
A pipeline that no longer depends on who the neighbours know.
183
Quote requests
Across search and Local Services Ads at a blended $52.41 per enquiry.
$176k
Booked job value
Eighteen jobs signed from $6,480 in Google Ads spend, a 27 to 1 return.
8.24%
Click through rate
More than double the construction category benchmark on search.
Problem
Pipeline ran entirely on referrals
Solution
Suburb led search and Local Services Ads capturing homeowners at the point of decision
Problem
Losing high value jobs to lead resale platforms
Solution
Google Guaranteed placement above the paid block, with exclusive leads rather than shared ones
Problem
No proof of craft anywhere online
Solution
Job site photography library powering landing pages, LSA profile and Google Business Profile
Problem
Phone enquiries disappearing untracked
Solution
Dynamic number insertion, call recording and an automated lead tracking sheet
Problem
No way to forecast crew allocation
Solution
Live reporting on enquiry to quote to job conversion by suburb and service type
Tools & Technology
The stack behind it.
Search
Google Ads
Target CPA bidding
Call reporting
Local
Local Services Ads
Google Guaranteed
Google Business Profile
Analytics
Google Analytics 4
Google Tag Manager
Dynamic number insertion
Pipeline
Automated lead tracking sheet
Review request sequence
Weekly lead dispute process
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