Keystone Gutter Pro — Case Study
From Zero Brand to Market Leader in One Season.
How Keystone Gutter Pro went from operating under a holding company with no dedicated brand to the most-reviewed gutter company in their service area — with qualified leads arriving every single day.
10
Days to Live Brand
30+
Review in 2 Weeks
#1
Most Reviews in Area
Daily
LSA Leads Flowing
Keystone Gutter Pro
Location
Manitoba, Canada
Industry
Gutter Installation & Exterior
Engagement Start
December, 2024
Expert craft
Jonathan had spent years building real gutter installation expertise — but every job was invoiced through SR Holdings Inc., a holding company that also ran a separate business. There was no dedicated brand, no distinct messaging, and no standalone identity to present to clients — or to a future buyer. Creating a distinct brand was a priority not just for marketing, but for business value. When we started in December 2024, we were building from the ground up.
No brand name, logo, or distinct identity
No dedicated website or landing page
No Google Business Profile for gutter services
No CRM or sales pipeline in place
No email marketing or lead nurturing
Virtually no photo or video content assets
Owner driving to every quote personally
No process for fast lead response or follow-up
A phased build
Rather than waiting until every piece was perfect, we moved in deliberate phases — getting a presence live immediately while building the deeper infrastructure for long-term growth. We focused on Positioning first, then Reach, Offer, Funnel, Infrastructure, and Trust — ensuring every decision compounded on the last.
How we helped
December 2024
Brand Identity & Rapid Launch — 10 Days
Finalized the Keystone Gutter Pro name and logo. Designed and launched a dedicated landing page within 10 days — giving Jonathan a professional URL to send clients immediately while the full site was built in the background.
January 2025
Google Business Profile Verification & Review Domination
Service-area businesses are notoriously difficult to verify on Google. We worked through the process and got KGP live. Jonathan then activated a review generation strategy that produced 30+ five-star reviews in the first two weeks. Today, Keystone Gutter Pro holds more Google reviews than any other gutter company in their service area.
Spring 2025
Full Website & SEO Foundation
Built a complete SEO-optimized website with dedicated pages for every service, location pages, and proper schema markup. Launched Google Ads, Local Service Ads, and initial Meta ad testing to drive a strong first season.
CRM & OPS
CRM, Pipeline & Operations
Implemented a full CRM and sales pipeline to ensure every lead was captured, tracked, and followed up on quickly. Built processes so Jonathan could quote virtually — over phone or FaceTime — instead of driving to every job site.
Year Two
Season 2: Expansion & Scale
Expanded the website to include commercial services, soffit & fascia, and standing seam roofing. Added a dedicated lead responder to handle inbound inquiries fast. Refined pricing strategy to reflect KGP's dominant market position — raised prices, maintained strong close rates throughout an outstanding second season.
A complete:
Brand Identity
Website & Landing Page
Google Business Profile
Paid Advertising
CRM & Sales Pipeline
Full CRM implementation and pipeline build-out so no lead ever slips through the cracks.
Operations Consulting
Virtual quoting, a dedicated lead responder, and pricing strategy for sustainable scale.
Multi-channel
Local Service Ads (LSA)
Multiple qualified leads arrive every single day. Pay-per-lead with Google's verification badge — high trust, high conversion.
Status
Top Performer
Google Search Ads
Intent-based campaigns capturing high-purchase-intent searches across Manitoba, working alongside organic SEO.
Status
Active
Organic SEO
Dedicated service pages, location pages, and structured content following current best practices for local contractors.
Status
Active
Meta Advertising
Tested in Season 1, expanded in Year 2 to build brand awareness and retarget website visitors on Facebook and Instagram.
Status
Expanding
Built from nothing
Days to Live Brand
30+
Reviews in 2 Weeks
#1
Most Reviews in Area
Daily
LSA Leads Flowing
"Lionel and his team have done an incredible job of so many things. From setting up our website to logo design. From helping us get our Google verification sorted out to local service ads. And so much more. And the leads are now rolling in!"
— Jonathon, Owner, Keystone Gutter Pro (Google Review · Local Guide)
Year-over-year progress
Brand
Where They Started
SR Holdings Inc. — no dedicated brand or standalone identity
Where They Are Now
Keystone Gutter Pro — recognized brand, #1 in reviews
Status
Complete
Online
Where They Started
No website, no Google Business Profile
Where They Are Now
SEO-optimized site + verified GBP with most reviews in region
Status
Active
Leads
Where They Started
Word of mouth only
Where They Are Now
Daily inbound via LSA, Google Ads, SEO & Meta
Status
Active
CRM
Where They Started
No system in place
Where They Are Now
Full CRM, pipeline & fast lead response process
Status
Active
Services
Where They Started
Residential gutters only
Where They Are Now
Gutters, guards, soffit & fascia, standing seam, commercial
Status
Expanding
Owner
Where They Started
Driving to every quote
Where They Are Now
Virtual quotes, dedicated lead handler
Status
Optimized
Let’s build your predictable pipeline
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