EverLine Coatings & Services (Texas Franchisee) Case Study

This Texas franchisee provided quotes totaling $680,195.63 from 36 organic form submissions.

EverLine Coatings & Services is a leading provider of line painting and pavement maintenance solutions across North America. As a growing franchise, this Texas franchisee recognized the need for a more strategic digital marketing approach to drive sustainable growth.

Marketing Challenges

Driving Organic Growth
Establishing Google Authority
Optimizing PPC Campaigns

Solutions

To overcome these challenges and drive sustainable growth, we implemented a strategic, data-driven approach focusing on PPC expansion and content authority building:

Smart PPC Expansion & Optimization

We launched a new Floor Coatings PPC campaign in April, increasing the monthly budget to $1,500 to test market demand. By closely monitoring performance, we identified a downtrend in conversion rate (CVR) by October and recommended pausing the campaign. This strategic pivot allowed us to reallocate budget to Line Striping, which immediately improved both cost per lead (CPL) and CVR, ensuring their ad dollars were spent more effectively.

Content Strategy for Authority & SEO Growth

This year, we focused on positioning their franchise as a leader in TBL Durables & Commercial Epoxy Flooring. To strengthen their organic presence, we:
- Created localized service pages to improve search rankings and attract relevant leads.
- Developed Areas We Serve pages to enhance local visibility and reach customers in key service locations.
- Published three Featured Projects, showcasing real results to build trust, highlight expertise, and drive engagement.

Key Focus Points

Strengthening Organic Growth – While they had a web presence, their organic traffic wasn’t driving enough high-value leads. They needed a refined SEO strategy to rank higher in search results and capture more demand.
Building Authority in Key Service Areas – To stand out in a competitive market, they needed an updated content strategy that positioned them as the go-to experts in both pavement maintenance and parking lot safety solutions. Establishing credibility in these areas would help convert more prospects into customers.
Expanding PPC for Growth – Existing paid campaigns were performing well, but they needed to expand into new PPC service campaigns to increase lead volume and revenue potential. A more dynamic, service-specific ad strategy was necessary to attract more targeted customers.

Outcomes

The implementation of these strategies resulted in impressive outcomes for the client:

Organic Traffic Growth

67.8%: The total amount of organic traffic that came from a strong content and SEO strategy.

Higher Rankings

Keywords that they previously ranked over 100+ positions are now ranking on the first page of results in Google.

SEO Quoted Value

This year, they received 36 organic form submissions! From these, they provided quotes totaling $680,195.63!

Strong Pay-Per-Click Quoted Value

The PPC campaigns delivered impressive results, generating $13 in quoted value for every $1 spent on ads. With a total PPC spend of $14,850, the campaign produced 86 trackable leads, resulting in a quoted value of $192,886.49.

Expanding Into A New Service

This year they focused on growing awareness for TBL Durables. By focusing strategy towards becoming known in their area, they have expanded their service offerings.

By addressing challenges with a tailored digital strategy, this franchisee aimed to scale their business efficiently, maximize their marketing budget, and establish long-term growth in their region.