Client Success Stories From Home Shows to High Seas: How Terrastone Scaled to 3 Teams and Turned Off Paid Ads

Meet Terrastone

Adam Burvill runs Terrastone Architectural Concrete, a concrete contracting business specialising in decorative concrete laying for residential, commercial, and pool applications. When we first met Adam, he was operating with a single team and generating most of his business through word-of-mouth referrals and home shows like the Pool and Spa Show.

Adam had clear goals for his business: expand to multiple teams and create sustainable growth. He also had a personal goal that many business owners can relate to, he wanted to buy a boat and enjoy the lifestyle that successful business ownership should provide.

The challenge was bridging the gap between his current operations and the growth he envisioned. His digital presence wasn’t supporting his ambitions, and he suspected his existing marketing investment wasn’t delivering results.

Navigating Challenges

Adam faced familiar obstacles that many trade contractors encounter when trying to scale:

Minimal Digital Footprint: His one-page website generated virtually no traffic, forcing him to rely entirely on traditional marketing methods.

Time-Intensive Lead Generation: Setting up at home shows was expensive and time-consuming, forcing Adam to compete head-to-head with multiple other concrete contractors for the same customers.

Questionable SEO Investment: Despite paying monthly for SEO services, Adam couldn’t see measurable results and questioned whether any work was actually being done.

Limited Growth Capacity: With business coming primarily from word-of-mouth and shows, scaling beyond one team seemed impossible without a reliable lead generation system.

Unclear Digital Direction: Like many trade business owners, Adam knew he needed help but wasn’t sure where to turn or how to evaluate digital marketing providers.

Diverse Customer Base: He needed to communicate effectively with homeowners, builders, and pool companies. Each with different project requirements and decision-making processes.

When DS Grinding recommended Optimise Online, Adam was ready for a change but cautiously optimistic after previous disappointments.

Our Strategic Solutions

We began with complete transparency, showing Adam exactly what his current agency was (and wasn’t) doing.

Comprehensive Digital Audit: We analysed his online presence and provided clear evidence that minimal SEO work was being performed, explaining the findings in straightforward terms.

Strategic Website Development: We created a comprehensive website showcasing the full scope of Terrastone’s services and quality commitment. The new site addressed all customer types, homeowners, builders, and trade partners, with relevant content for each audience segment.

Targeted SEO Strategy: We focused on ranking for all keywords related to decorative concrete laying, ensuring Terrastone would appear when potential customers searched for their services.

Strategic Google Ads: We implemented targeted advertising campaigns to drive immediate traffic while organic rankings developed.

Educational Partnership: Beyond service delivery, we became Adam’s digital strategic partner, helping him understand how each strategy supported his growth objectives.
The approach prioritised measurable results and transparent reporting, directly addressing his frustrations with previous digital marketing experiences.

Powerful Percentages

Initial engagement to full organic dominance (Approximately 24-month transformation period). We have been working with Terrastone since 2019 as his strategic partner.

Powerful Percentages

• Over 4,000 quarterly website visitors (averaging 3,000+ even during off-season)
• 180+ leads generated per quarter through their website
• Scaled from 1 team to 3 teams laying concrete
• 100% elimination of home show dependency – no longer attending shows due to sufficient digital leads
• Google Ads turned off – organic SEO generates more than enough qualified leads
• New business development – launched additional brand and product lines
• Over 70 keywords on the first page of Google, with more being targeted

Proud Partnership

Adam’s transformation extends far beyond business metrics. He achieved his personal goal of buying a boat and enjoyed it for a few good years before selling it to pursue other ventures, a testament to the lifestyle freedom that sustainable business growth provides.

The most telling indicator of success? Terrastone no longer needs paid advertising. Their organic search rankings generate more qualified leads than they can handle, allowing them to turn off Google Ads entirely and eliminate the time-intensive home show circuit.

From struggling with a one-page website to dominating organic search results, Terrastone now operates three teams and has expanded into new business ventures. Adam went from working in his business to working on his business, and enjoying the rewards.

The partnership demonstrates what’s possible when operational expertise meets strategic digital marketing: sustainable growth that supports both business objectives and personal lifestyle goals.