In the world of concrete contracting, leads are everything. But if you’re tired of chasing the same dead-end leads on platforms like Angi or HomeAdvisor, it’s time to rethink your strategy. The best leads don’t come from shared directories—they come from smart, long-term marketing tactics designed to put your company in front of the right people at the right time. And we’ve got the case study to prove it.
In this blog, we’ll break down how to generate quality leads for your concrete company using real data, proven tactics, and a battle-tested roadmap that brought one commercial concrete contractor a 1208% increase in organic traffic and a 257% increase in unique leads over five years.
Lay the Foundation: Start With a Solid Website
Before you talk SEO or ads, your website needs to be dialed in. If your site looks like it was poured in 2009, it’s time for an upgrade. Your website is your 24/7 sales rep—and it better look and function like one.
What works:
- Fast load speeds (especially on mobile)
- Clear service pages (commercial flatwork, decorative concrete, etc.)
- Click-to-call and form-fill CTAs on every page
- Strong visuals—before-and-after galleries, drone footage, and jobsite photos
Our case study client launched their site in 2017. With that new digital foundation, they were ready to scale.
SEO for Long-Term Concrete Company Lead Generation
We started SEO in 2018 for this client, and over five years they saw a 635% increase in total traffic and a 1208% increase in organic sessions. Why? Because SEO compounds.
Here’s how we did it:
- Optimized service pages with local and service-based keywords
- Created blogs answering real search queries (“Stamped concrete vs pavers” or “How thick should a concrete slab be?”)
- Built internal links and implemented technical SEO
- Optimized and managed Google Business Profile listings
2023 Traffic Snapshot:
- 47,883 total sessions
- 37,202 from organic search (76% of total)
If you want to stop depending on third-party platforms, you need to own your rankings.
Paid Ads: Leads on Tap When You Need Them
SEO is the long game, but paid ads let you turn up the heat fast. From 2018 to 2023, our paid ads strategy evolved, scaled, and cut cost-per-lead dramatically.
Year-over-year improvements:
- 2018: $114 CPA
- 2020: $92.92 CPA
- 2022: $48.75 CPA
- 2023: $51.45 CPA
What changed?
- We launched campaigns through our RSM ads manager in 2020
- Shifted to PMAX in 2022
- Dialed in keyword targeting
- Used landing pages custom-built to convert
- Pushed budget caps only when cost-per-conversion stayed profitable
Over time, we helped this contractor dominate search ads in their niche with both branded and service-based terms. Ads aren’t a gamble when you know what you’re doing.
Blogging: Content That Pulls Double Duty
Our blog strategy started in 2018, and those posts still bring in leads today. Blog content supports SEO and serves as content fuel for email campaigns, social posts, and even internal links.
What to write:
- Answer questions clients are already Googling
- Address seasonal needs (“Winter concrete maintenance”)
- Post project highlights with photos and results
- Compare services (e.g., concrete vs asphalt)
Each post builds authority, drives traffic, and feeds other marketing channels. It’s content with ROI.
Local SEO: Own Your Zip Code
Your Google Business Profile (GBP) isn’t just a listing—it’s your frontline sales tool. We focused on optimizing GBP for this client, and it paid off with a jump in maps rankings and leads.
Local SEO Tactics That Work:
- Weekly GBP updates with fresh photos
- Q&A content and service descriptions
- Prompt review management and responses
- Local citations in niche directories
A strong local SEO presence means you dominate in your area—before your competitors even get a call.
Email Marketing: Stay Top of Mind
If you’re not using email to follow up with leads, re-engage past clients, or promote seasonal services, you’re leaving money on the table.
We used email to:
- Share new blogs and project spotlights
- Promote seasonal services (winter patching, summer pours)
- Request reviews and referrals
Segmented, automated email campaigns let us nurture leads without extra lift for the client.
Results: What a 5-Year Strategy Delivered
Traffic Growth (2018 to 2023):
- From 6,514 to 47,883 sessions (+635%)
- Organic traffic went from 2,843 to 37,202 (+1208%)
Leads Growth:
- From 342 unique leads to 1,223 in 2023 (+257%)
- Organic leads increased from 14 in 2023 to 352 in 2024—a 2,414% spike
Paid Ads Impact:
- Cut CPA from $114 to as low as $48
- Grew annual conversions from 87 to over 600
This didn’t happen by accident. It was built with strategy, testing, and continuous improvement.
Stop Relying on Shared Leads
Angi and Houzz won’t build your brand. Their leads go to five other guys in your zip code. If you want consistent, qualified leads that you control, you need your own marketing engine.
That means:
- A solid website
- Long-term SEO
- Smart ad campaigns
- Local SEO optimization
- Fresh content that works across channels
RSM has done it for concrete contractors across the country. We can do it for you. Fill out our contact form below!
