CASE STUDY

12,375% Increase in Form Submissions.

1046% Increase in Answered Calls

RMI Surfaces Expands Market Reach and Captures More Local Leads

Company Overview

RMI Surfaces, formerly known as Rye Marble Inc., has been a cornerstone of the Rye, NY, community for nearly a century. What began as a family monument business in the 1920s has evolved into the region’s largest stone fabrication company; now led by fourth-generation owners, Alex and Greg.

Operating out of a state-of-the-art facility and showroom at 28 Nursery Lane, RMI produces and installs high-quality countertops, wall cladding, and custom stonework across both residential and commercial spaces. From quartz and porcelain to marble and granite, their material range and production capacity give them a clear edge over local competitors.

But experience alone isn’t enough in today’s market.

RMI knew they had the team, tools, and portfolio to grow, but they weren’t showing up where modern homeowners and contractors were searching. The goal: increase visibility, bring in more qualified leads, and turn interest into action.

And that’s exactly what we set out to deliver.

Industry

Kitchen & Bath and Stone Industry

Services Performed

  • Search Engine Optimization (SEO)
  • Google Ads Management
  • Facebook Ads
  • Call/Form Conversion Tracking
  • Website Care and Maintenance

Key Wins at a Glance

500+

Tracked Phone Calls

275+

First-Time Callers

12,500+

Google Ads Sessions with a 71.7% Engagement Rate

350+

Monthly Organic Visits (from near-zero)

50+

Organic Keyword Rankings

High-Performing Facebook & Google Ad Campaigns

Full Ownership of Branded Search Visibility

RMI Surfaces Challenges: Visibility, Leads, and Local Reach

RMI Surfaces had the equipment, the team, and the reputation; but the phones weren’t ringing like they should’ve been.

Here’s what was holding them back:

  • Not Enough Local Calls from Homeowners: Most of their inbound activity came from word-of-mouth or existing relationships. New leads; especially from homeowners nearby; were inconsistent and unpredictable.
  • Weak Visibility in Search: When people searched for countertops or home improvement solutions in their area, RMI wasn’t showing up where it mattered; on page one.
  • No Strong Branded Search Presence: Even when people searched their name, the results were fragmented. That’s a trust issue, and it was costing them credibility.
  • Organic Traffic Was Barely Moving: Their website was live, but not working. Visits were minimal, and Google wasn’t treating the site as a trusted source.
  • Search and Social Ads Were Underutilized: With no cohesive paid strategy in place, RMI was missing out on the attention they could have captured and converting that attention into real leads.

RMI didn’t need more complexity. They needed a system that would drive qualified traffic, track it clearly, and convert that interest into actual conversations.

Our Approach: Integrated Strategy. Real Results.

RMI Surfaces didn’t need more marketing activity; they needed alignment. Their goal was clear: get more qualified calls from homeowners in their area.

That’s where we came in; with a strategy built to work together, not in silos.

Call Tracking That Actually Told a Story

We started by setting up CallRail; not just to count calls, but to understand them. By tracking first-time vs. repeat callers, we gave RMI visibility into who was reaching out and what was driving them to pick up the phone. Quality leads? Check. Repeat patterns? Now trackable.

Unified Tracking Across Every Channel

Leads were coming from all directions; Google, Facebook, organic search; but nothing was connected. We fixed that. From Google Ads to SEO to Facebook campaigns, we built a single conversion tracking system that told the full story across platforms.

Hands-On Google Ads Management

Campaigns don’t perform just because they’re live. We made daily tweaks; adjusting bids, refining keywords, testing ad copy, and ensuring every landing page provided users with a reason to stay and take action. The result? Higher quality traffic and better conversions.

Facebook Ads That Actually Got Clicked

We didn’t just launch ads; we dialed in on the audience, tested messaging, and refined creatives to speak directly to the kind of homeowner RMI wanted to reach. These weren’t vanity campaigns; they delivered the highest call volume of any channel.

SEO That Didn’t Sit Still

We dedicated time to real, ongoing SEO work. That meant keyword mapping, rewriting titles and alt text, optimizing H1s and body copy, and running monthly audits to catch issues before they turned into traffic leaks.

Month-by-Month, Data-Driven Adjustments

We didn’t guess. We observed what worked and what didn’t, and adjusted accordingly. As more data came in, we tightened targeting, paused underperformers, and doubled down on what drove results. No fluff; just performance tuning.

The Results: Better Marketing. Better Results.®

In less than a year, RMI Surfaces went from limited visibility and unclear performance to a fully connected, high-performing marketing system. Calls increased. Traffic became more targeted. And most importantly, results were no longer a mystery; they were measurable.

  • 507 Total Calls | 249 First-Time Callers:

    Nearly half of all calls came from new homeowners looking for countertops; proof that outreach wasn’t just reaching people, it was working.

  • 12,256 Sessions from Google Ads:

    High-volume, high-intent traffic from a well-optimized paid search strategy.

  • 71.7% Engagement Rate:

    Visitors didn’t just land; they browsed, clicked, and stayed. That’s a sign of relevance and interest.

  • Organic Traffic Growth:

    From near-zero to over 350 visits/month. Steady growth, built on consistent SEO work.

  • 50+ Organic Keyword Rankings:

    Including branded and high-intent terms that pull in traffic ready to take action.

  • Google Ads + Facebook Performance:

    Display campaigns drove volume. Performance Max delivered quality. Together, they brought balance across the funnel.

  • 100% Share of Branded Search:

    When someone searched for RMI by name, RMI owned the results, across paid and organic.

With the right systems in place, RMI isn’t just showing up more; they’re showing up stronger, smarter, and in full control of their market presence.

Are You Ready to Take Back Control of Your Local Market?

At Milia Marketing, we don’t just run campaigns; we build systems that connect strategy, tools, and performance into one clear path to growth.

If your phone isn’t ringing or your visibility isn’t where it should be, let’s fix that