How a San Diego Home Remodeler Went From Page 4 to $1.27M in Organic Revenue in 11 Months
Pacific Coast Design Build cancelled $8,400/month in paid leads and replaced it with 23 free estimate requests per month from Google.
A $2M Home Remodeler Bleeding $100K/Year on Leads They Didn't Own
Pacific Coast Design Build had been remodeling kitchens and bathrooms across San Diego County for 14 years. Good work was never the problem. 87 Google reviews at a 4.8 average. A $78K average kitchen project. Repeat clients made up 30% of their business.
Their lead generation was the problem.
Owner Jason Moretti was spending $8,400 every month across Google Ads, Angi, HomeAdvisor, and Thumbtack. That's $100,800 a year with nothing to show for it once the payments stopped.
- ✕ Google Ads costing $174 per lead with a 2.3% conversion rate
- ✕ Every Angi lead shared with 4 to 6 other contractors
- ✕ 60% of leads were tire kickers who never intended to hire
- ✕ Website buried on page 4 of Google with only 280 visitors a month
- ✕ Google Business Profile invisible for every search term that mattered
Jason had also been burned before. A previous agency charged him $2,500/month for 8 months. They built 40 cookie cutter city pages, wrote blog posts about tile trends that attracted DIYers instead of buyers, and never generated a single lead.
He cancelled. He thought SEO was a scam. Honestly? Hard to blame him.
"I spent almost $20,000 on an agency that got me traffic from people looking up grout colors. Not one phone call from someone ready to hire. I thought SEO was a scam."
Jason Moretti, Owner, Pacific Coast Design BuildHow We Got Pacific Coast to the Top of Google
11 Months Later: The Numbers Speak for Themselves
The Full Breakdown: Day 1 vs. Month 11
| Metric | Before Eclipse | After 11 Months |
|---|---|---|
| Google Position (Primary Keywords) | Page 4 (avg. position 38) | #2 Organic, #1 Maps |
| Monthly Organic Visitors | 280 | 4,340 |
| Inbound Estimate Requests / Month | 2 to 3 (organic only) | 19 to 26 |
| Cost Per Lead | $174 (Google Ads avg.) | $0 (organic) |
| Google Reviews | 87 reviews (4.8 stars) | 151 reviews (4.9 stars) |
| Page 1 Keyword Rankings | 4 | 31 |
| Commercial Intent Keywords (Top 3) | 0 | 19 |
| Monthly Paid Lead Spend | $8,400 | $0 (Cancelled) |
| Closed Projects / Month (from Organic) | 0 to 1 | 5 to 7 |
| Monthly Revenue from SEO Leads | ~$0 | $115,000+ |
I went from paying $8,400 a month for shared leads to getting 23 inbound calls from homeowners who already saw our work and read our reviews. These leads close at 35% because they trust us before they even pick up the phone. I cancelled Angi in month 7 and paused Google Ads in month 9. Haven't looked back.
Why This Isn't a Spike
Most agencies show you the big number and hope you don't ask questions. Here's the actual math.
Lead Quality
Pacific Coast averaged 23 estimate requests per month from Google in months 9 through 11. Not form fills from browsers. Real homeowners requesting consultations for kitchen remodels, bathroom renovations, and whole home projects. 78% matched their ideal customer profile ($35K+ budget, within their service area). Their old Angi leads? Only 31% qualified.
Close Rate
Organic leads closed at 35% compared to 18% on paid leads. The reason is simple: these homeowners had already seen Pacific Coast's work, read their reviews, and compared them against competitors before picking up the phone. The trust was already built.
23 leads, 35% close rate, $62K average project. That's roughly 8 closed projects per month. Total revenue from organic leads in 11 months: $1.27M.
Cost Comparison
After month 9, Jason cancelled every paid lead source. His cost per lead from Google dropped to $0. The rankings, the content, the reviews are all assets he owns. Stop paying for Angi and the leads disappear. Stop paying for SEO and the rankings stay. That's the difference.
What's Next
Traffic is still climbing. With the U.S. remodeling market above $509 billion annually, demand isn't slowing. Pacific Coast is now targeting high income suburbs across San Diego like Rancho Santa Fe and Coronado where kitchen budgets run $95K to $140K. Year 2 projection: 28 to 34 leads per month.
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