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Heaviside Digital Case Study

JR Paving: Click-to-call from Google Rose From 18 to 66

Asphalt Paving · Latrobe, PA

Delivered by our paving team, Paving Marketers

Click-to-call from Google18 → 66
GBP Web Clicks89 → 248
Organic Clicks156 → 341
Local SEOGoogle Business ProfileSEO

The Challenge

In 2023 Joni Seyko, JR Paving’s owner, wrote that they had been “really hesitant to change marketing companies.”

Industry

Asphalt Paving

Location

Latrobe, PA

Services

Local SEOGoogle Business ProfileSEO

They switched anyway. That was almost five years ago, and they’re still with us.

Year by year

  1. 2022 to 2023

    JR Paving went from outside the map’s top 20 for “paving contractor” in February 2022 to an average rank of 3.57 in July 2023.

  2. 2023

    Joni wrote: “We were really hesitant to change marketing companies but Paving Marketers has exceeded our expectations. We have been more busy than we’ve been in years, the calls are much better quality than we used to get, and they have been hard to keep up with!”

  3. 2025

    The Google Ads account restarted in March after a pause, then brought 290 conversions from May 27 to August 27.

  4. March 2026

    They emailed to say they had recommended us to other businesses: “We recommended you … because we are so happy with your service.”

  5. Spring 2026

    The call button on their Google listing went from 18 taps to 66, March 3 to June 2, against the quarter before.

  6. September 2026

    They emailed that they had more estimates than their estimator could get to, and nine requests had come in the day before.

What we worked on

Paving Marketers focused on the search surfaces that matter most for paving companies: GBP, organic search, and conversion paths.

What we measured

Google Business Profile and Search Console, spring 2026 against the winter before.

Reporting window

March 3-June 2, 2026 compared with December 3, 2025-March 2, 2026.

Earlier results

2025

1 January–31 March 2025 compared with 27 May–27 August 2025

  • Google Ads restarted in March 2025. From 27 May to 27 August 2025 it brought 290 conversions at $32 each, with a 9.3% conversion rate.
  • Website sessions went from 7,712 to 9,515.
  • Click-to-call from Google went from 8 to 42, comparing the month to 23 January 2025 with the month to 28 August 2025.
  • Map rank for “paving contractor” held at about 2 (2.07 on 22 January 2025, 1.96 on 24 August 2025), with an 84–88% map share.
The return on investment from our ads has been great, and we’re really pleased with the results your team has delivered. You’re keeping us very busy, and we definitely can’t complain about that!
JR Paving and Construction, client comment, 2025
Google Ads, 1 Jan–31 Mar 2025 (ads restarted in March): 8 conversions
Google Ads, 27 May–27 Aug 2025: 290 conversions, $32 per conversion
Website, 1 Jan–31 Mar 2025: 7,712 sessions
Website, 27 May–27 Aug 2025: 9,515 sessions
Google Business Profile, 24 Dec 2024–23 Jan 2025: click-to-call 8, website clicks 35
Google Business Profile, late Jul–28 Aug 2025: click-to-call 42, website clicks 118
Map rank for “paving contractor”, scans 22 Nov 2024–22 Jan 2025: 2.07 average rank on 22 Jan 2025, 84% map share
Map rank for “paving contractor”, scans 24 Jun–24 Aug 2025: 1.96 average rank on 24 Aug 2025, 88% map share

2023

February 2022 to August 2023, each line with its own months

  • On 11 February 2022 JR Paving was outside the top 20 across the whole map for “paving contractor”. By 20 July 2023 its average rank was 3.57, with a 57% map share.
  • Google Business Profile interactions went from about 227 to 594 (March–July 2022 against March–July 2023).
  • Google Ads: 202 conversions at $34 each, 1 January–1 August 2023.
  • 380 leads in May–July 2023, counted in WhatConverts (unique and repeat).
We are so happy with Paving Marketers. We have so many leads. I wouldn’t change a thing with what they are doing!
Joni Seyko, owner, JR Paving and Construction, 2023
Map rank for “paving contractor”, 11 Feb 2022: outside the top 20 everywhere, 0% map share
Map rank for “paving contractor”, 20 Jul 2023: 3.57 average, 57% map share
Google Business Profile interactions, Mar–Jul 2023 vs Mar–Jul 2022: 594, +161.7%
Google Ads, 1 Jan–1 Aug 2023: 202 conversions, $34 per conversion
WhatConverts leads, May–Jul 2023: 380 (unique and repeat)
YOU GUYS ROCK!!! We have so many estimates to do, the estimator can't get to all of them. We had NINE come in just yesterday!!!!
J

JR Paving and Construction

Email to our team, September 30, 2026

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