PureNest Water Systems
In 8 months, we stopped paid ads from feeding an underperforming funnel, rebuilt conversion around qualification and booking, and used SEO to grow high-intent demand so revenue scaled without increasing dependence on ad spend.
Fixed the Funnel. Not the Spend.
8 months
Case Type: Conversion unlock + revenue acceleration
Offer: Whole-home water filtration and under-sink RO systems
Primary Goal: Increase booked in-home consultations and close rate while keeping CAC controlled
Performance Snapshot
0/mo
Up from 64 (+97%)0/mo
Up from 11 (+400%)$0
Down from $312 (-35%)0%
Up from 21% (+38%)0%
Down from 83% (-33%)$0
Up from $148k (+77%)[Insert placeholder: A clean CRM or Looker Studio dashboard showing the blended cost per booking dropping while organic bookings and total revenue climb]
Leaking Funnel
They were spending, but the funnel was leaking. Sales teams were chasing unqualified inquiries, and reporting looked acceptable on paper, but revenue did not scale proportionally.
- Ads were driving traffic into a generic form
- Many leads were renters, students, or low-fit households
- SEO drove informational traffic that did not book
- Clicks existed, but high-intent bookings did not
Aggressive Auctions
- High-ticket, in-home decision with multiple stakeholders
- Strict service radius limitations and capped budgets
- Aggressive competitors bidding on "water filter" terms
- System had to increase efficiency, not just spend
Event Definition
If the conversion event is weak, the platform learns to buy weak users.
Redefine the event as a booked consultation (not a form fill) and filter low-fit leads before they hit sales.
Align SEO and paid to the exact same booking path so behavior identifies real intent.
Intervention Framework
- Replaced the generic form with a 2-step booking flow
- Introduced gates: homeowner status, ZIP, budget, and timeline
- Split campaigns by urgency (whole-home vs. RO)
- Shifted bidding strictly to "booked consultation" events
- Service + Location pages for top-converting ZIP clusters
- Interlinked problem-based content to booking pages
- Scheduling prompts specifically for decision-makers
- Remarketing only for pricing/booking screen visitors
Deployment Sequence
- Funnel rebuilt and conversion event redefined as a booked consultation
- Paid search terms cleaned
- SEO pages deployed by ZIP clusters and solutions
- Organic bookings picks up more monthly volume
- Paid concentrated into best ZIPs; SEO expanded issue clusters
Objective: Scale pipeline without increasing ad dependency.
Economics Translation
Based on client sales metrics ($4,600 average deal value and a 29% close rate at Month 8): Estimated Monthly Closed Deals: ~36 deals (126 bookings x 29% close rate). Estimated Modeled Monthly Revenue: $165,600 per month (36 deals x $4,600). (Note: We treat this as modeled because revenue can vary with install mix and seasonality. The core economic win is efficiency and booking volume stability).
Control System
Tracked weekly:
Next 90 Days
- Push organic share of bookings beyond 50% by expanding commercial clusters
- Reduce blended CPBC below $190 by narrowing paid into highest-close segments
- Improve close rate to 31% through pre-consult content and objection handling
- Launch seasonal messaging only after baseline performance holds
If your ads are generating leads but revenue is not scaling, the spend is not the problem.
We fix the funnel, then scale the demand.We will show you where intent is leaking, rebuild conversion around booked consultations, and then use SEO to reduce how much you have to pay for growth. Book a discovery call today.