How Liquid Recovery Solutions Achieved 215% Growth Through Multi-State Digital Expansion

Client Overview

Liquid Recovery Solutions is an industrial liquid waste management company serving multiple Southern states including Georgia, Alabama, and Tennessee. The client approached us with the key challenge of expanding their service territory into North Carolina and South Carolina markets, where they faced established competition from Grease Cycle, Mahoney, DAR PRO, and RTI.

Initial Challenges

Need to expand beyond established service areas (Georgia, Alabama, Tennessee)
Strong competition in target expansion markets from well-known brands
Limited visibility in local search results for the Carolinas
Multi-location business requiring location-specific optimization
Insufficient targeting in new territories

Comprehensive Digital Strategy

Google Ads Strategy & Results

Our Google Ads approach for Liquid Recovery Solutions focused on precise geographic targeting to support their expansion into the Carolinas while maintaining efficiency:

Geo-Targeted Campaign Structure: Developed separate campaigns for each target market area with radius targeting around industrial centers, ensuring budget was allocated to high-potential areas.
Industry-Specific Ad Groups: Created specialized ad groups targeting different liquid waste verticals (manufacturing, food processing, chemical) with tailored messaging addressing industry-specific pain points.
Call Extension Optimization: Implemented and continuously tested call extensions, which delivered 690 of our total leads, confirming the importance of phone-based conversions for industrial service companies.
Landing Page Experience: Developed location-specific landing pages that emphasized local service capabilities and compliance with regional regulations, improving quality scores and reducing CPCs by 17%.

Performance metrics showed Google Ads delivering 52% of total leads with a stable CPA between $300-400 per account, making it our highest volume channel with acceptable efficiency metrics.

Bing Ads Implementation

While Google Ads provided our primary paid search volume, our Bing Ads strategy delivered complementary reach with several advantages:

Reduced Competition: Leveraged the less crowded Bing marketplace to achieve 22% lower CPCs than Google for identical keywords.
B2B Decision-Maker Focus: Targeted the higher concentration of corporate users on the Microsoft ecosystem, particularly relevant for larger industrial accounts.
Budget Efficiency: Allocated approximately 30% of our paid search budget to Bing while generating 13% of total leads, maintaining comparable CPA to Google.
Age Demographics: Took advantage of Bing’s typically older user base, which aligned well with the demographics of facility and operations managers in the liquid waste management decision process.

Though lower in overall volume, Bing Ads provided important diversification of our paid acquisition strategy, preventing over-reliance on a single platform.

SEO Strategy & Results

When I began working with Liquid Recovery Solutions in early 2024, their organic visibility in expansion territories was minimal despite having established operations in Georgia, Alabama, and Tennessee.

I implemented a comprehensive organic strategy focused on:

Local Pack Optimization: Strategically developed and optimized Google Business Profiles for each service location, focusing on consistent information, category selection, and service attributes to maximize visibility in the local 10-pack.
Location-Specific Content: Created city-specific service pages for key markets in North Carolina and South Carolina, with unique content addressing local regulations and needs.
Competitor Differentiation: Analyzed service offerings from Grease Cycle, Mahoney, DAR PRO and RTI to identify and highlight Liquid Recovery Solutions’ unique advantages in content and messaging.
Citation Building: Developed a robust profile of consistent business listings across directories to strengthen local search signals for all service areas.
Backlink Acquisition Campaign: Systematically built referring domains from relevant industry sources, local business directories, and waste management associations, increasing domain authority and geographic relevance.

Cross-Platform Integration & Data

Our most significant performance improvements came from strategic cross-platform integration:

Unified Tracking Implementation: Deployed consistent UTM parameters and conversion tracking across all platforms to enable accurate attribution and cross-platform insights.
Sequential Messaging Strategy: Developed awareness-to-consideration-to-decision messaging sequences that acknowledged when users had been exposed to our brand across multiple platforms.
Remarketing Coordination: Implemented cross-platform remarketing that adjusted messaging based on previous touchpoints, with visitors who engaged with organic content receiving more direct response ads when later targeted through paid channels.
Geographic Performance Analysis: Identified significant CPA variations by location, allowing us to double down on high-performing territories while adjusting approaches in more challenging markets.

Implementation Timeline

Phase 1: Audit and optimization of existing service area presence
Phase 2: North Carolina market entry with targeted local SEO and paid search
Phase 3: South Carolina expansion and cross-state optimization
Phase 4: Ongoing refinement based on performance data and cross-platform insights

Performance Results

SEO Performance Improvements

Organic Traffic: 215% increase in organic search traffic to the website
Referring Domains: 180% growth in quality backlinks from relevant sources
Local Pack Visibility: Achieved visibility in local 10-pack for 73% of target locations
Keyword Rankings: Significant gains in positions 1-20 for high-intent keywords

Overall Campaign Metrics

Total leads generated: 1,197
Lead breakdown: 690 calls, 230 form submissions, 277 chat engagements
Campaign timeline shows consistent lead generation with notable spikes in June/July
SEO delivered approximately 35% of total leads at a CPA between $300-400 per acquired account
Data showed that leads engaging with multiple platforms before conversion had a 32% higher close rate than single-channel leads

Platform Performance

Here’s a simple table you can copy and paste directly into WordPress:

Platform	Primary Strength	Lead Contribution	Cost Per Acquisition
Google Ads	Immediate visibility	52%	$300-400
Bing Ads	Lower competition	13%	$300-400
Organic Search	Long-term sustainable traffic	35%	$300-400

Key Insights & Recommendations

Multi-location businesses require a meticulous approach to local SEO optimization
Achieving visibility in the local 10-pack was crucial for generating high-quality leads
Local content addressing specific regional regulations and industry needs significantly improved engagement
Competitive differentiation against established providers (Grease Cycle, Mahoney, DAR PRO, RTI) required highlighting unique service advantages
The highest-performing channel sequence was organic search discovery followed by targeted Google Ads remarketing, which produced a 41% higher conversion rate than either channel individually
Call-based leads represented the majority of conversions (58%), indicating importance of call extensions and call tracking

Client Testimonial

Jorge didn’t just talk strategy – he delivered real results. We were struggling to gain traction in the Carolinas against established competitors, but his approach changed everything. The local SEO work put us on the map literally – showing up in the 10-pack for most of our target locations within months. What impressed me most was how he tracked everything down to the dollar, showing us exactly which channels were working and why. When we saw leads coming in from areas where we previously couldn’t get a foothold, I knew we’d made the right choice. The 1,197 leads he generated weren’t just numbers – they were actual businesses we’re now servicing regularly.”

– Artem Kamalov, Partner of Strategic Partnerships

Next Steps

Ready to expand your service territory with a proven multi-state digital strategy? Contact us for a comprehensive approach that delivers measurable results and sustainable growth for your multi-location business.