Appaloosa Painting Co. is a residential and commercial painting business working across two locations, one in Purcellville, Virginia and a second just over the line in West Virginia, and the goal I was set was simple: get more estimates booked into the diary. More estimates in the diary means more sent, which means more business won.
The first job was to see clearly. I built a marketing dashboard that pulls their quoting data together with their advertising and their phone calls, so that instead of guessing where enquiries were coming from we could watch estimates arrive and know whether each one came from Google Ads, from the Google Business Profile, organic search, a referral, or from email. That clarity changed how every other decision got made, because once you can see which channels actually produce booked estimates you can put money and attention where it works rather than where it merely feels busy.
On top of that foundation I ran Google Ads across both service areas and tightened the local presence for each location, so that a homeowner searching in either state found Appaloosa rather than a competitor, and I kept reconciling what the dashboard showed against what the ad platforms claimed so the reporting stayed honest. Over the period the number of estimates the business books roughly doubled, and just as importantly Appaloosa could see exactly why, which makes the growth something they can keep building on rather than a lucky spell.
This is the kind of work I enjoy most — treating marketing as a system that can be measured and improved rather than a run of one-off campaigns, and tying everything back to the one number that matters to the owner.
Photo credit: Appaloosa Painting Co.
