Case Study · Westerville, OH
B&G grew its organic search traffic while turning its ads off.
A woman-owned, low-moisture carpet cleaner in the Columbus suburbs. Organic search and the Business Profile took over the work paid ads used to do.
- Industry
- Residential & commercial carpet cleaning
- Location
- Westerville, OH (Columbus metro)
- Method
- Low-moisture (VLM / oscillating pad)
- Services
- Local SEO, AI Search, Content, Website
- Status
- Active
18 → 100
Business Profile calls
April–September 2025 vs April–September 2026
Source: Google Business Profile performance, B&G location
+56.5%
Organic clicks from Google
214 → 335, July–September 2025 vs July–September 2026
Source: Google Search Console, bandgcarpetcleaning.com
46 → 81
Organic conversions
Same quarters, GA4 key events from organic search
Source: Google Analytics 4, B&G property
80 → 251
Business Profile website clicks
April–September 2025 vs April–September 2026
Source: Google Business Profile performance, B&G location
60 → 112
Searches ranking in Google's top 10
Queries with 20+ impressions averaging position 10 or better, summer 2025 vs Q3 2026
Source: Google Search Console, bandgcarpetcleaning.com
$793 → $17
Google Ads spend for the quarter
July–September 2025 vs July–September 2026 — the growth above isn't bought
Source: Google Ads, B&G account
Full disclosure: B&G is owned by Amanda Kendrick. Her husband, Adam Kendrick, owns Protection Advertising, which runs CarpetCleaningSEO. It's our own family's company, which is why we test everything on it first.
The challenge
B&G had the right business, but people could not find it online.
B&G had the things that should win locally: a real Westerville address, a differentiated low-moisture method, transparent published pricing, and happy customers. What it didn't have was a web presence that showed any of it.
The old site was a template build with about 31 pages, 15 of them boilerplate city pages. There was effectively no structured data and no informational content, and Business Profile activity was thin. Paid ads were doing work that search should have been doing for free.
- Templated city pages that said nothing about the cities
- No schema beyond a basic website tag — nothing for AI answers to read
- No content answering what homeowners ask: cost, methods, pets, drying time
- Business Profile under-used: few posts, few photos, no review rhythm
The approach
Here is what we changed.
Fixed the local foundation
Business Profile completeness — services, service area, attributes, photos, posts — and a steady review-request rhythm. Listings and NAP made consistent.
Made the site machine-readable
LocalBusiness, Service, FAQ and breadcrumb schema, and internal linking between services and the towns B&G serves.
Answered the questions that book jobs
Content built around transparent pricing, the low-moisture method versus steam, pet odor and cleaning frequency — the topics that show up in AI answers and “people also ask”.
Let organic carry the load
As organic and the Business Profile picked up, paid spend came down. By Q3 2026 the account spent $17 for the quarter.
For you
This is the playbook we'd run for you.
Same audit, same sequencing, same honest reporting. The tactics change with what your audit finds. Your first 30 days start with a strategy call.