Residential research
Educational content addressed the comparison questions that arise before an insulation estimate.
Spray Foam Insulation & Fireproofing · Client story
Different buyers. A better-defined opportunity.
Foam Insulation Solution
Foam Insulation Solution needed to support homeowners researching insulation and commercial buyers sourcing specialist fireproofing. The strategy separated their content, proof, and inquiry paths.
- +233%
- Organic Traffic
- +118%
- Quote Requests
- +87%
- Commercial Project Inquiries
- -36%
- Cost Per Lead
Reported engagement results
The starting point
What stood between the business and its next customer?
MarketBrooklyn, NY · serving New York & New Jersey
Visit the client websiteFoam Insulation Solution engaged us to close the gap between a high-consideration service and a search presence built for a low-consideration one.
The company is a BPI GoldStar certified spray polyurethane foam contractor serving New York and New Jersey, covering crawl space insulation, existing home retrofits, commercial insulation, soundproofing, intumescent fireproofing paint and spray-applied steel beam fireproofing. The residential and commercial lines have entirely different buyers, sales cycles and search behavior. and the site treated them as one audience.
Two problems compounded this. First, the commercial fireproofing services. the highest-value work in the business. were effectively invisible to the GCs and building owners searching for them. Second, spray foam is a research-heavy purchase where homeowners spend weeks comparing open cell versus closed cell, R-values, payback periods and safety, and the site offered almost nothing for that phase.
We separated the two funnels, built a deep educational content layer for the residential research cycle, and targeted commercial fireproofing terms directly.
A connected engagement
The expertise behind the work.
The customer journey
Three decisions.
A more useful path forward.
Commercial evaluation
A dedicated hub brought insulation and fireproofing capabilities into focus.
An appropriate inquiry
Residential estimate and commercial project paths reflected different buying processes.
Strategy into delivery
Splitting the Residential and Commercial Funnels
Homeowners and general contractors search differently, convert differently and need different proof. We built parallel funnels for each.
A dedicated commercial hub covering insulation, fireproofing paint and spray-applied steel beam fireproofing
Certification, code compliance and spec documentation surfaced for commercial buyers
A residential hub organized by problem. drafty rooms, high bills, cold floors, noise, pests
Separate conversion paths: RFP submission for commercial, instant estimate for residential
Service and LocalBusiness schema mapped to both funnels
Strategy into delivery
Content for a Research-Heavy Purchase
Spray foam is a five-figure decision that homeowners research for weeks. We built an educational library around the actual comparison questions: open cell versus closed cell, R-value by application, payback period against energy savings, moisture and mold behavior, and how spray foam compares with fiberglass and cellulose.
This content earned links from building science and home improvement publications and now drives a substantial share of top-of-funnel discovery.
Strategy into delivery
Two-State Geographic Coverage
We built out dedicated service area coverage across both New York and New Jersey. previously a single undifferentiated page. New Jersey organic traffic rose 276%, opening a market the company was already licensed to serve but rarely appeared in.
Strategy into delivery
Paid Search With Segmented Intent
Campaigns were split by funnel, with commercial fireproofing running as a separate high-value track. Segmenting bids and landing pages by buyer type cut cost per lead 36% while lifting commercial campaign ROAS 214%.
Strategy into delivery
Keep improving the inquiry path.
Quarterly testing on the estimate request flow. adding project type qualification, surfacing certifications near the CTA and reducing form length. improved completion rate 109% and meaningfully raised lead quality on the commercial side.
Search intent
The questions behind the demand.
spray applied fireproofing NYC
steel beam fireproofing contractor
intumescent paint NJ
commercial insulation contractor New York
crawl space insulation NJ
closed cell spray foam cost
The result, in perspective
A clearer view of the change.
Each metric starts at an index of 100. The second bar shows the reported outcome relative to that starting point.
Calculated from the reported percentage changes. These are indexed comparisons, not raw traffic or cost figures, and do not show a monthly trend.
Workstream results
Search Engine Optimization
Assess discovery and the performance of the pages receiving it.
- +208%
- Total Traffic
- +233%
- Organic Traffic
- +219%
- Total Users
- +227%
- New Users
- +351%
- Keywords Ranking Page 1
- +224%
- Keywords in Top 3
- +398%
- Commercial Page Traffic
- +276%
- New Jersey Traffic
Workstream results
Content Marketing
Help readers answer questions before the inquiry.
- +467%
- Blog Sessions
- +142%
- Content-Assisted Conversions
- +73%
- Average Time on Page
- +51%
- Pages Per Session
- +94
- Content-Driven Backlinks
- +62%
- Returning Visitor Rate
Workstream results
Local SEO
Connect location visibility with the actions customers take.
- +189%
- Google Business Profile Views
- +126%
- Profile Calls
- +281%
- Service Area Page Traffic
- +64%
- Direction Requests
- Top 3
- Map Pack Rankings (Spray Foam NYC)
Workstream results
PPC Marketing
Read paid acquisition outcomes alongside the cost of reaching customers.
- +102%
- Impressions
- +197%
- Ad Clicks
- +58%
- Click-Through Rate
- +148%
- Conversions
- -27%
- Cost Per Click
- -36%
- Cost Per Lead
- +76%
- Conversion Rate
- +214%
- Commercial Campaign ROAS
Workstream results
CRO
Make the inquiry route clearer and easier to complete.
- +109%
- Quote Form Completions
- +127%
- Mobile Conversion Rate
- -34%
- Bounce Rate
- +163%
- Click-to-Call Actions
- +58%
- Estimate Request Quality Score
The strategic takeaway
Commercial work needed its own buying journey.
Residential education and commercial qualification perform different jobs. Homeowners needed material and application comparisons, while commercial buyers needed capability and project information. Separate destinations made that distinction explicit. Commercial inquiry growth offers a useful view of the targeted segment, but it does not establish completed contract value or margin. Those outcomes would require the corresponding sales records.
How to read these results.
Exact baseline and comparison dates were not specified in the engagement summary. Figures reflect the full engagement described in the supplied case study. Channel measures can overlap and should not be added together. Percentage changes are relative changes, not percentage-point increases. Results vary by business and starting point.
Your next chapter
What would better-fit growth look like for your business?
Discuss Your Growth PrioritiesAnother business.
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