CASE STUDY

From 0 to 830 Tracked Leads

How Pacific Shore Stones Fixed Their Funnel and Reclaimed ROI

Company Overview

Pacific Shore Stones is a national distributor of high-end natural stone products, with 16 showroom locations across the U.S. They serve a mix of contractors, designers, and homeowners and offer premium surfaces like granite, marble, quartzite, and more.

The business operates in a uniquely complex space: centralized systems paired with hyper-local showroom marketing needs. While the brand is well-known in industry circles for its quality inventory and relationships, its digital presence hadn’t kept pace. Visibility was dropping, tracking was spotty, and marketing ROI was nowhere to be seen.

That’s where we came in; to help a respected brand modernize its marketing stack, tighten lead tracking, and restore momentum across all channels.

Industry

Kitchen & Bath and Stone Industry

Services Performed

  • Website Redesign
  • Search Engine Optimization (SEO)
  • Content Writing
  • Google Ads Management
  • CallRail Integration
  • Website Care and Maintenance

Key Metrics at a Glance

830+ (100%)

Form Starts Tracked — from zero visibility to complete lead attribution

Call Tracking Fully Integrated

Across Google Ads, Organic, and Direct

31,027

Organic Sessions | 61.57% Engagement Rate — SEO now leads in traffic and stickiness

5,350

Paid Search Sessions | $35.54 Avg. Cost Per Key Event

457

Total Key Events Tracked — across all channels

16

Showrooms Now Running Targeted Ads

The Challenge: No Tracking, No Traction, and an SEO Freefall

Pacific Shore Stones didn’t have a marketing problem; they had a visibility problem. And a tracking problem. And a “why is this still not done?” problem.

Here’s what they were up against:

  • They couldn’t see what was working: Reporting was slow, incomplete, or missing altogether. Campaigns ran, but performance was a black box.
  • Calls came in; but no one knew where from: No call tracking meant the team couldn’t tie revenue back to campaigns, channels, or specific showrooms.
  • Their organic traffic was tanking: SEO rankings were falling across the board, and the longer it went on, the more leads they lost to competitors.
  • The site migration plan was a mess: A proposed move to Shopify (while keeping inventory on WordPress) would’ve caused more confusion than clarity.
  • Execution was painful: They had to chase their vendor for updates, approvals, even basic follow-through.
    Their team was flying blind: No clear source attribution. No channel breakdown. No roadmap forward.

The real issue? They weren’t just losing performance; they were losing confidence.

Our Approach: Tracking First. Then Traction.

Pacific Shore Stones needed a system that could untangle years of guesswork. So we started with structure, not promotion. Here’s how we rebuilt from the foundation up:

Built Real Attribution; Fast

They had leads, but no idea where they came from. We integrated CallRail across all key entry points; Google Ads, Organic, and Direct; so every phone call and form fill could be tracked, sourced, and measured. This wasn’t just about plugging in software. It was about eliminating blind spots that had been hiding for years.

Cleaned Up the Reporting Mess

Pacific Shore’s team was flying blind; half the time, they weren’t even sure if campaigns had launched. We designed performance dashboards that made every campaign, lead source, and cost-per-action visible and accessible. These were built around what the client actually needed to know, not vanity data.

Launched Smarter Paid Campaigns

With 16 locations across the U.S., we couldn’t afford a one-size-fits-all approach. Instead, we rotated ad focus across markets each month, maintaining consistent brand presence without overspending. Every campaign included local targeting, intent-based keywords, and display ads to reinforce visibility across devices.

Reversed SEO Decline with Structure + Content

Previous SEO efforts had flatlined. We ran full technical audits on both Pacific Shore Stones and its sub-brand, Elements Room. Then we layered in localized content and monthly blog publishing, prioritizing visibility in key showroom markets.

Avoided a Costly Platform Mistake

The plan to move to Shopify; while still using WordPress for inventory; would have caused more chaos than clarity. We advised against it and kept the site on WordPress, focusing instead on better integration and speed. Result: one clean, functional platform, no tech debt.

Because when you finally know what’s working; and why; marketing stops being a guessing game and starts being a growth engine.

The Results: Better Marketing. Better Results.®

Once tracking was in place, the picture became clear: campaigns were delivering real value. We weren’t just sending traffic; we were driving qualified engagement, capturing leads, and restoring SEO visibility that had been slipping for months.

Here’s what the numbers revealed:

  • 31,027 Organic Sessions:

    After a long SEO decline, we reversed the trend. Organic became their top-performing channel again, with a 61.57% engagement rate and 53 seconds average time on site, proving users were sticking around and exploring.

  • 5,350 Paid Search Sessions:

    New campaigns launched across 16 markets delivered consistent traffic. Paid search cost per key event averaged just $35.54, making every dollar work harder.

  • 830+ Tracked Form Starts. 100% attribution restored. 16 locations reactivated:

    Before Milia Marketing, these leads were invisible. Now, they’re fully traceable and attributable, giving Pacific Shore Stones the clarity to confidently adjust campaigns.

  • Call Tracking Rolled Out Across Channels:

    With CallRail fully integrated, every showroom can now see which campaigns, keywords, or landing pages are driving phone inquiries.

  • 457 Total Key Events Tracked Across All Channels:

    For the first time, the full funnel is visible; no more guessing.

The takeaway? Clear visibility fuels better decisions. In just a few months, Pacific Shore Stones went from flying blind to operating with focus; and a roadmap for what’s next.

Tired of Guessing What’s Working?

Pacific Shore Stones didn’t just want more traffic; they needed proof, real tracking, real growth, and a team that could finally bring marketing performance into focus. Because when you can see what’s working, you can finally scale what works.

Let’s make your marketing measurable.