West Roots Tree Service
How we got a brand-new tree service a qualified lead every single day. From one phone call a month to a full calendar in under 90 days.
February to April 2026. Local Services Ads, Google Business Profile, and organic search.
A new Grand Rapids tree service with one phone call a month
West Roots Tree Service removes hazardous trees, trims and prunes, grinds stumps, and clears storm damage and building lots for homeowners and builders around Grand Rapids, Michigan.
Chase and Cory started the company and brought Avalanche in during January 2026. The month before, their Google Business Profile had produced exactly one phone call.
✓ Ninety days later, the phone didn't stop.
What was broken, and what we did about it
West Roots was close to invisible in local search. Good crew, real equipment, and almost nobody could find them. Here's the audit, line by line.
Before — the problem
- ✕No verified address on Google. Which kept them out of the map pack entirely.
- ✕An unused LSA account. Local Services Ads set up by someone else, then left sitting.
- ✕Thin service pages. Nothing built to rank for removals, trimming, or stump grinding.
- ✕ Inconsistent listings. Name, address, and phone didn't match across the web.
- ✕Blind tracking. Nothing on the site recorded where a lead came from.
After — the fix
- ✓Google Business Profile verified and optimized. Calls went from 1 in February to 97 in April.
- ✓LSAs launched a week later. $2,000 a month. 9 leads in February, 71 in April.
- ✓Service pages rebuilt. Plus the technical fixes from the SEO audit and a price estimator.
- ✓Roughly 100 local citations. Built, then NAP inconsistencies corrected across all of them.
- ✓Tracking and reviews systematized. GA4 events, click-to-call tracking, and a repeatable Google review process.
Six months, four moves
Verification first, then paid leads for cash flow, then the organic foundation that keeps working without a budget.
Get on the map
Google Business Profile verified, GA4 events and click-to-call tracking set up so every lead has a source.
Launch Local Services Ads
One week after verification, LSAs went live on $2,000 a month. 9 leads the first month at $500+ each.
The phone starts ringing
71 LSA leads at $70 each. 97 Google Business Profile calls on top of that. Revenue up more than 1,000% from February.
Organic catches up
Rebuilt service pages and audit fixes take hold: 32 organic conversions in a month, from zero in February.
“West Roots was in the very beginning stages of their business website when we started working together. They had a vision for the type of growth they wanted to see, but really needed someone they could trust with their digital marketing so they could focus on the work. I appreciate how much Chase and Cory trusted our expertise from the beginning, and that trust has paid off in some big ways for their visibility, especially their Google Business Profile!”
Paid ads bought time. Organic is what lasts.
While LSAs filled the calendar, we rebuilt the service pages and fixed the technical issues from the audit. Organic conversions went from zero in February to 32 in June. Those leads don't cost $70. They cost nothing.
More results
All Case Studies →
What this took, in plain terms
How fast did the leads show up?
Within the first month.
We verified the Google Business Profile in January and launched Local Services Ads a week later. February brought 9 leads. April brought 71.
Was it all paid ads?
No. LSAs got things moving, but the free channels grew alongside them.
Google Business Profile calls went from 1 in February to 97 in April, outside of LSAs. Organic conversions went from zero to 32 a month by June.
What did the ads cost?
$2,000 a month, and it got cheaper per lead every month.
Cost per lead dropped from more than $500 in February to $70 in April on the same budget, as the profile, reviews, and ad management improved.
What actually drove it?
Four moves, in this order:
- •Verify the Google Business Profile and set up call and event tracking
- •Launch and actively manage Local Services Ads
- •Build ~100 citations and fix NAP inconsistencies
- •Rebuild service pages and fix the technical issues from the audit
Would a tree service in another market see the same numbers?
Not identical ones.
Competition, service area, and how many reviews you start with all change the math. What transfers is the sequence: get verified, track everything, buy leads while you build the pages that earn them for free.
Want numbers like these for your home service company?
Start with a free audit. We'll show you what's leaking leads and what it would take to fix it.
Join 200+ businesses that have transformed their online presence with our proven SEO strategies.
-
1
A 30-minute callWe look at your site together. No pitch deck.
-
2
Your opportunity mapThe searches you should own in your service area, and who owns them now.
-
3
A plan with numbers in itWhat we would do first, what it costs, and what to expect by busy season.
Not ready for a call? Our pricing is public, so read it first.
View SEO Packages→Steal the playbook before you hire anyone
Local SEO for Small Businesses
A practical guide to local SEO for small businesses, from keyword research and Google My Business to service-area pages and content.
How to Measure the Success of an SEO Campaign
The SEO metrics that prove a campaign is working, from revenue and conversions to rankings, backlinks, and page speed.
Find Out What Your Site Is Missing
Drop your URL. We'll send back a teardown of where you're leaving leads on the table.
You'll be talking with Lance and Keelie.
Free · No pressure · You'll leave with a plan either way.