The Grout Guy
The Grout Guy is a nationally recognised tile and grout restoration company operating across five Australian states. Its marketing was being run as a single national campaign by a previous agency, burning budget on the wrong audiences while the differences between each state market went unaccounted for.
Industry
Trades & Home Services
Expertise
Organic SEO, Paid Media, Web Design & Development, Content Cluster Architecture, Conversion Tracking
The Problem
The Grout Guy had a nationally recognised brand being marketed as if it were a single national operation. Five distinct state markets were treated as one campaign.
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Wrong Campaign Architecture
Campaigns targeting wrong keywords, wrong audiences, and wrong campaign types. Five distinct state markets marketed as a single national operation.
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Heavy Programmatic Layer
High session volumes, few qualified conversions. A programmatic layer generating traffic that was not converting, at significant cost.
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Disconnected Website
Pages without connected architecture. No topical authority signals to Google, and no location-cluster structure for a national operator.
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CPA Over $140
Brad Young's reported cost per acquisition: $140 and above. Marketing spend significantly higher than necessary with no proportionate return.
The Solution
One brief, three fronts — organic SEO redesign, five independent state ad accounts, and a website built on three-tier location clusters.
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Stream 1: Organic SEO
Keyword footprint audit and expansion. Three-tier location cluster model. Schema, internal linking overhaul, on-page optimisation. Designed for national scale with local relevance.
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Stream 2: Paid Media
Five separate Google Ads accounts (one per state). Search-first, high-intent targeting. Programmatic layer cut. CPC from $9 to $1.10 in the first weeks.
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Stream 3: Website
Three-tier location cluster (state, city, suburb). Parallel services cluster. Hundreds of pages cross-linked in hub-and-spoke architecture.
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National Architecture
Five state accounts function as five simultaneous test environments. Learnings propagate across all. The website compounds as Google crawls the full structure.
The Implementation
One Operating System
SEO, paid media, and the new website now run as one system. Paid traffic lands on the same pages organic is ranking, so every dollar of spend builds authority twice.
Built for Five Markets
Each state runs its own Google Ads account and location pages, so WA, VIC, NSW, SA, and QLD are optimised and measured as the separate markets they actually are.
Ranks the Way Google Reads
A three-tier location cluster and parallel services cluster put hundreds of cross-linked pages into the hub-and-spoke structure Google rewards with topical authority.
The Outcome
$70,000 per month in marketing spend reduction. CPA from $140+ to $27.04. CPC from $9 to $1.10. Organic impressions up 167% in six months.
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$70k/Month Saved
Brad Young's reported figure: over $70,000 per month in marketing spend reduction. More leads, substantially less spend.
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CPA Halved
Cost per acquisition down from $140+ Google Ads CPA: $27.04 average across five states in the first three weeks.
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CPC 8x Better
Cost per click from $9 to $1.10. Eight times more efficient paid media from the first structural change.
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Organic Up 167%
Google Search Console impressions: 318,002 to 850,222 in six months. A 167% increase after six months of SEO-first architecture work.
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Conversions Up 60%
Paid search conversions from 9,422 to 15,094, with the new structure only three weeks old at the time of reporting.
The Grout Guy
Brad Young
Owner, The Grout Guy
We are now saving over $70,000 a month in marketing spend.
So Far, So Good. This crew to date have been incredibly humble, delivering results with less spend. And, the integrity they have is refreshing.
