Benjamin Franklin
August 2019

How we helped Benjamin Franklin Plumbing increase organic website traffic by 607% and website leads by 62% in only 12 months

How IMA implemented our Digital Marketing Quadrant process to diversify Benjamin Franklin Plumbing's overall marketing efforts and exponentially improve their lead generation performance.


Search Engine Optimization, Conversion Rate Optimization, Social Media


Google, Bing and Facebook

Result 1

Increase in organic (SEO) traffic

Result 2

Increase in calls from their website in only 12 months

Project Overview

Benjamin Franklin Plumbing is a local business offering plumbing services in the San Francisco Bay Area, with local plumbing locations in San Jose, Concord and Novato. They are aggressive when it comes to marketing and always looking for growth (our favorite type of client!). The Owner and CEO was working with IMA on a number of projects but their Search Engine Optimization was being handled by a separate, legacy agency. After a review of their Google Analytics account, it became clear that organic traffic growth was stagnant. Whatever strategy was being used by the other agency was not moving the needle or generating revenue. We found:

  • Too many local pages
  • Lack of high quality content
  • No big picture focus


Optimizing SEO and PPC campaigns is important but the key to unlocking these results is adding the Digital Marketing Quadrant (DMQ). The DMQ gets your best offer in front of all potential customers, not just those in Buy Now mode, which increases leads and builds trust in your brand. SEO and PPC are still effective but they are no longer enough to explode lead generation.

  • IMA removed over 40 of the local pages and focused on the top nine that were performing well
  • Intelligent keyword research identified the hero keywords while targeted link building for home service related sites was put in action
  • IMA implemented our Digital Marketing Quadrant process to diversify their overall marketing efforts and exponentially improve performance


The results are in! Traffic from organic search is way up and, more importantly, calls from the website soar. In fact, calls from organic traffic eclipsed calls from paid traffic even though the SEO budget was only 15% of the paid search budget. Adding the Digital Marketing Quadrant to SEO and PPC generates incredible results like these.

  • 607% increase in organic (SEO) traffic
  • 62% increase in calls from their website in only 12 months 
  • This generated an additional 350 calls per month for the client.

Client Testimonial

"My organic traffic has increased by 607%. In addition, my calls from SEO are up 62%. Even my conversion rate on organic calls is up. I’m definitely happy I made the switch to IMA."

Dan Gagne

CEO at Benjamin Franklin Plumbing

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