By Samantha Turba, Assistant Director of Marketing
For service companies in saturated industries, ranking on Google isn’t optional. It’s how businesses survive and outperform competitors. Just ask one of our dumpster rental clients, who had a strong business but very little online presence, and was losing out on new business opportunities to competitors who were using mass-produced AI-generated content to fill the void.
Once our marketing team designed an integrated, authentic, human-fueled content strategy supported by continually published blogs, geo-targeted service area pages and planned Google Ads campaigns, the client was able to break into Google AI Overview search results, achieve dozens of first-page rankings, and realize increased revenue and profitability.
Business Profile
Industry: Waste Management
Location: Mid-Atlantic, U.S.
Starting Net Income (2023): $958,972
Ending Net Income (2024): $1,079,311 (+12.6%)
Gross Profit Margin: 46.7% (2023) → 52.5% (2024)
As a dumpster rental and transfer company servicing a regional area, this client had the trucks, the people, and the base of loyal clients. They were missing one key thing to drive true growth: going online. At the time, without better search visibility, the client was missing leads in markets they were already serving on a regular basis. Competitors filled the search space, leaving little room to move for this client, who had no digital strategy. To compete and win, they needed a combination of scalable content on Google, local web presence, and support from paid search.
Initial Challenges
1. Limited Search Visibility
The client was largely absent from Google’s AI Overview, map pack, and first-page organic rankings. Competitors were gaining ground, leaving valuable leads on the table.
2. Lack of Localized Service Pages
Their services did not appear on the website at the city or county level, meaning that no one in Baltimore County would see the service advertised when searching “dumpster rental in Baltimore County”.
3. Flat Growth Under Rising Costs
Revenue growth was slowing, and gross profit margins were less than 47%, making it difficult to turn a profit without a stronger digital presence.
Our Strategic Solutions
1. Human-Led Blog Strategy
We began by posting a monthly blog post answering high-intent questions from potential customers and service-oriented topics. After six months, we added an additional monthly blog, publishing two blog posts a month, as lead volume and rankings began to compound. All the articles were human-written by professional copywriters and focused on Google E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), so the resources would have more depth and credibility, unlike typical AI-written blogs, which are easily detected and potentially damaging to end-user trust.
Why it worked: Competing sites publishing AI-generated filler content couldn’t compete with human-generated copy that carried trust signals and earned an AI Overview placement, which resulted in page one rankings for our client. Nothing beats authenticity for the algorithm.
2. Localized Service-Area Pages (Every town = its own page)
We created individual pages for each town and county served by the client. On each page, we used local search queries (i.e., “dumpster rental in [city/county]”), described the services offered there, included high-volume keywords, and linked back to the service’s hub page throughout the page content.
Why it worked: Unique URLs (slugs) for every location and service allow the searcher to reach the right page for their query (i.e., /dumpster-rental/baltimore-county/ instead of a services page). By optimizing slugs, the website gained topical relevance, CTR, and map-pack eligibility, helping the client appear in AI Overview and local results across many micro-markets in which competitors had previously dominated.
3. Integrated Google Ads Campaigns
We paired organic efforts with targeted Search and Performance Max campaigns to capture immediate demand via phone calls, form fills, and quote requests while SEO momentum built.
12-Month Google Ads Results:
Ad Spend: $17,715.70
Average Cost Per Lead: Approximately $20 (based on calls, forms, and quote requests).
Why it mattered: Ads supplied consistent lead flow while SEO efforts matured over time. This ensured the client captured demand from customers actively searching for dumpster rentals.
12-Month Operational Results
1. Stronger Digital Visibility
Multiple service keywords now rank page one (positions 1–10) on Google.
SEMrush confirms consistent appearances in AI Overview, map pack, and image carousels.
This visibility elevated the client alongside, and often above, larger, better-funded competitors.
2. Google Ads ROI (Direct Campaign Impact)
The campaigns generated 881 tracked conversions, including phone calls, form submissions, and quote requests.
These conversions represented high-intent customer actions that supported steady lead flow while organic rankings continued to strengthen.
3. Financial Performance (Company-Wide)
Net Income: Increased from $959K to $1.08M, a $120K gain (+12.6%).
Gross Profit Margin: Improved from 46.7% to 52.5%, indicating higher efficiency and stronger customer acquisition quality.
Note: Revenue and profit growth reflect company-wide improvements supported by increased visibility from SEO, local service pages, and consistent lead flow from paid search. The revenue and profit metrics below include only a 12-month period and do not reflect the client’s continued success beyond that timeframe.
Lead generation Summary
Google Ads Performance (2024): $17.7K ad spend generated 881 tracked conversions, including calls, forms, and quote requests.
Company-Wide Growth (2024): +$267K revenue and +$120K net income.
Gross Profit Margin: +5.8 points improvement (46.7% → 52.5%).
Ongoing SEO Impact: Two blogs per month, along with service-area pages, continue to drive compounding visibility, AI Overview placements, and dozens of page-one rankings.
Final Thoughts
Blogs still matter. Human writing outranks AI-generated content, building authority and getting incorporated into Google’s AI Overview Results. This is a good example of how blogs can help any type of client rank. Adding local SEO on top of blogs works as a force multiplier, with service area pages expanding revenue into new geographies and making a dent in the Google map pack. Google Ads delivered immediate leads as we built our rankings organically over the first few months. The combined strategy proved much more successful than either approach alone. Ads, blogs, and SEO worked together: our paid media drove direct returns, and our organic and local content drove future returns.
























