Utah Metal Fabricator: SEO, PPC Case Study

Discover how an integrated SEO, ClickShield-protected PPC, and retargeting engine earned #1 rankings and 693 paid conversions for a Utah metal fabricator.

Services Used:

PPC, Retargeting, SEO

Project Overview

Operating out of South Salt Lake, Utah, this full-service custom metal fabrication shop produces premium architectural sheet metal components, laser-cut assemblies, and commercial roofing systems. Specializing in copper, aluminum, and steel processing, the enterprise delivers end-to-end capabilities spanning high-precision fiber laser cutting, CNC bending, standing seam and radius metal roofing, box gutters, chimney caps, cupolas, and custom wall panels. Serving commercial general contractors, architects, and high-end residential builders across the Wasatch Front, the firm partnered with our agency to establish complete local search dominance and deploy an always-on, multi-channel lead acquisition system.

The Challenge

Operating in a highly competitive regional market, the client required a consistent, hands-off marketing engine capable of generating qualified commercial inquiries.

Prior to our engagement, their growth pipeline faced specific digital obstacles:

High-Intent Niche Search Competition: Capturing specialized, high-margin commercial queries, such as "laser metal cutting Salt Lake City," "chimney cap Utah," and "radius roofing," required outranking aggressive local competitors across both organic and paid search results.
Paid Search Click Friction & Fraud Risk: Managing paid media budgets without click-fraud safeguards risked exposing ad spend to invalid clicks, bot traffic, and non-converting local searches.
Traffic Drop-Off Without Retargeting: Prospective contractors and project managers researching custom fabrication services frequently dropped off after their initial visit, requiring a retargeting layer to recapture lost web traffic.

Empty metal shop after hours with idle equipment and outdated printed listings

Shop owner and specialist reviewing local search photos of custom metalwork on a tablet

Our Approach

We deployed an integrated Organic SEO, Fraud-Protected Google Ads, and Programmatic Retargeting Strategy designed to capture high-intent commercial buyers and maintain continuous brand touchpoints.

High-Intent Organic Content & Authority Building: We executed a targeted organic SEO package centered on high-margin commercial terms. We published monthly technical blog content and deployed a consistent off-page backlink program to build domain authority in an industry where competitors rarely publish authoritative content.
ClickShield-Protected Local PPC Campaigns: We engineered a continuous Google Ads program optimized specifically for high-intent inbound calls and form submissions. We integrated ClickShield technology to block invalid clicks and protect ad spend, maintaining strict cost-per-lead parameters.
Programmatic Display Retargeting Layer: We deployed AdRoll display retargeting campaigns to follow uncaptured site visitors across the web, maintaining top-of-mind brand awareness while decision-makers evaluated project bids.
End-to-End Call Attribution & Lead Tracking: We integrated CallRail software alongside advanced analytics to monitor inbound telephone inquiries, verify call duration, and track lead conversion source data in real time.

Results

Our multi-channel framework established market-leading search positions across core service lines while delivering a steady, highly cost-effective stream of inbound commercial leads.

#1 Google Rankings for Core Revenue Queries: As of August 2026, the client ranks #1 on Google for 7 of its 16 primary tracked keywords, with 100% of tracked terms sitting inside the Top 7 positions. Dominant #1 spots include “chimney cap Salt Lake City,” “chimney cap Utah,” “laser metal cutting Salt Lake City,” and “radius roofing.”
Average Search Position Improved to 13.3: Based on Google Search Console data, the site’s average search position jumped from about 46 in early 2025 to 13.3 by mid-2026, driving over 21,000 organic clicks, primarily from non-branded commercial searches.
693 Paid Conversions at a 13% Conversion Rate: Google Ads produced 693 total conversions on $37,449 of spend at about $54 CPA, generating a steady output of 220 to 275 qualified lead conversions per year.
High-Volume Phone Inquiry Capture: CallRail tracking recorded 299 total phone calls over a 12-month window, with 285 calls answered directly by estimators, confirming high-intent B2B purchasing conversations.
Expanded Organic Search Footprint: SEMrush data verified over 1,200 total organic keywords, about 1,300 monthly organic visits, 668 referring domains, and 1,300 high-authority backlinks.

7 of 16 Keywords at #1

All 16 tracked terms sit in the top 7, including chimney cap, laser cutting, and radius roofing queries.

Average Position 46 → 13.3

Google Search Console shows the jump from early 2025 to mid-2026, unlocking 21,000+ organic clicks.

693 Paid Conversions at 13% CVR

Google Ads produced 693 conversions on $37,449 spend, about $54 CPA, with 220 to 275 qualified leads per year.

299 Tracked Calls, 285 Answered

CallRail recorded high-intent estimator conversations over a 12-month window.

Takeaway

Dominating a regional industrial market requires pairing organic search authority with protected paid acquisition. By combining recurring technical content and backlink building with click-fraud-protected PPC campaigns and programmatic retargeting, specialized B2B fabricators can secure #1 market positions and build a highly profitable inbound lead engine.

What’s Next?

We are maintaining our monthly organic content and backlink publishing schedules to defend our #1 rankings while aggressively pushing Top-5 terms like “metal fabrication Salt Lake City” into Top-3 positions. Concurrently, we are optimizing PPC campaigns under active ClickShield protection, maintaining display retargeting funnels, and delivering monthly performance reviews to convert continuous search visibility into closed fabrication contracts.