CASE STUDY

Quality Over Coupons

The Marketing Reset That Attracted the Right Homeowners

How Tops Countertops Attracted the Right Customers and Streamlined Marketing

Company Overview

Tops Countertops is a veteran-owned stone fabricator based in Lacey, Washington, serving the South Puget Sound area. Known for their precision, in-house fabrication, and expansive slab inventory, they’ve earned a strong local reputation over the past 25 years. But reputation alone wasn’t solving the new challenge at hand.

Tops Countertops wasn’t struggling to get leads; they were struggling to get the right ones.

With high-value projects and a healthy monthly ad investment, Tops had the volume; it just wasn’t connecting with the right type of customer.

They were attracting deal-seekers when what they really wanted were homeowners who valued expertise, customization, and full-service work.

Their internal systems; PipeDrive and, soon, Slab Cloud; added more complexity. Leads were spread out across platforms, making it nearly impossible to measure performance or act quickly on new opportunities.

Tops didn’t need more software. They needed a strategy that tied everything together and finally brought the right customers to the table.

We helped them change all that.

Industry

Kitchen & Bath and Stone Industry

Services Performed

  • Website Design Enhancements
  • Search Engine Optimization (SEO)
  • Content Strategy
  • Google Ads Management
  • Facebook Ads
  • Call/Form Conversion Tracking

The Challenges: Lead Quality, Mixed Systems, and the Wrong Kind of Traffic

Here’s what was holding Tops Countertops back:

  • Too many discount-seekers: The leads were coming in, but too many were focused on pricing, not quality. That’s not who Tops wanted to serve.
  • No real visibility into lead performance: Leads lived in PipeDrive, and WhatConverts. With no unified system, it was nearly impossible to see what was working or follow up effectively.
  • Unclear ROI: They were spending consistently on ads, but without knowing which sources were converting, everything felt like guesswork.
  • Marketing felt scattered: Without a clear strategy or leadership on the agency side, campaigns were reactive, not intentional.
    The messaging didn’t match the brand: Tops offers premium surfaces and personalized service, but the campaigns weren’t attracting that kind of buyer.

They didn’t need more leads. They needed the right ones, with the right systems in place to turn them into jobs.

Our Approach: Smart Systems. Smarter Strategy

When Tops Countertops came to us, the goal wasn’t just “more leads.” ; It was better alignment between strategy, systems, spend, and the type of customer they wanted to attract.

Here’s how we tackled it:

Refined Google Ads + Meta Campaigns for Fabricators

We rebuilt their campaigns from the ground up, focusing on homeowners looking for quality and design, not just the lowest price. Messaging, targeting, and budget structure were all rebuilt around premium intent.

Shifted Messaging to Craftsmanship & Custom Countertops

We moved away from discount-driven language and leaned into what Tops actually delivers: personalized service, high-end materials, and expert fabrication. This repositioned their value right where it belongs; at the top of the market.

Dynamic Budget Reallocation

Instead of splitting ad dollars evenly across platforms, we reallocated their budget based on what was actually converting in real-time. That meant spending where the data told us, not where it “felt right.”

Kitchen and Bath SEO and Content Strategy

We targeted local searchers actively looking for custom countertops with long-tail phrases and evergreen guides, like how to choose materials, maintain quartz, or plan a kitchen remodel. These pages didn’t just drive traffic; they built trust.

Site Optimization + Landing Page Rollouts

Tops’ site got a performance tune-up. Faster load times, mobile-friendly design, clearer CTAs, and quarterly landing pages that supported their high-intent campaigns; all dialed in to turn traffic into quotes.

Call + Form Tracking System Overhaul

We replaced their outdated tracking with a full CallRail integration and connected it directly to Google Ads, Meta, and GA4. Every form fill and phone call was tied to a real source; no more guesswork.

The Impact: Better Marketing. Better Results.®

This is what it looks like when strategy, targeting, and messaging finally line up.

  • 14,020 Paid Search Sessions:

    Real searchers, looking for countertop solutions; driven by campaigns built around intent, not noise.

  • 25,315 Paid Social Sessions:

    Strong engagement from Meta ads focused on design, materials, and process, not discounts or gimmicks.

  • 19,194 Organic Sessions:

    SEO gave Tops consistent, compounding visibility in local search, bringing them into conversations they were missing before.

  • 65–67% Engagement Rates on Key Campaigns:

    These weren’t bounces. These were real prospects browsing, reading, and clicking through.

  • 5–7 Pages Viewed Per Visit (Avg):

    Users weren’t window-shopping. They were comparing materials, exploring pages, and evaluating options.

  • 40K+ Views on “Kitchen & Bath Experts” Page:

    One of the clearest signals of buyer readiness; prospects checking out real credentials before they even reach out.

  • 4.2K+ Views on Custom Countertops Page:

    The messaging here landed. This was about craft and care, not mass production.

  • 2K–3K+ Views on Blog Guides:

    Informative content that earned trust early, before the first call or quote request.

  • A Clear Shift in Lead Quality:

    The tone of the conversations changed. Less “what’s the cheapest option?” and more “how soon can we get started?”

Because in this space, the difference between just being found; and being chosen; comes down to how well your marketing mirrors the quality of your work.

Countertop Marketing That Reflects the Business You’ve Built

Tops Countertops already had the reputation. The quality. The systems. What they needed was alignment between strategy and story, spend and outcome. That’s where we came in.

If you’re tired of chasing the wrong leads, second-guessing performance data, or watching your message get lost in a sea of promotions, maybe it’s time for something better.