From zero to a name people search for.
Elite Synthetic Surfaces went live in February 2025 with a brand-new website, no rankings, and no search history. Sixteen months later, the company's own name is its single biggest source of search traffic.
Feb 2025 to May 2026 · GA4, Search Console + ad platforms · Lead events are calls, forms, and quote requests
- Industry
- Synthetic turf design + installation
- Market
- Long Island + the NY/NJ/CT tri-state
- Scope
- Web design · SEO · Google Ads · Meta Ads
- Engagement
- February 2025, ongoing
The starting line
Elite Synthetic Surfaces installs synthetic turf across Long Island and the tri-state: backyard lawns, putting greens, pet systems, and sports surfaces. The craft was already there. The web presence was not.
When the engagement began in early 2025 there was no website, no rankings, and no analytics history. There was no traffic to grow and no audience to retarget. Every session, call, and quote request in this study was built from a standing start.
That makes this a clean experiment: sixteen months of data with nothing inherited.
What we built
We designed and built the site first, then put it to work. Paid search went live alongside the launch so the business did not wait on rankings, Meta ran as a structured awareness and lead test, and SEO was layered underneath as the compounding channel.
Website
Designed and built for one job: turning local turf searches into calls and quote requests.
Google Ads
Live at launch to capture existing demand for turf installation while organic visibility was still being earned.
Meta Ads
A structured run to put the brand in front of homeowners and measure what social demand was worth.
SEO
Technical foundation, local relevance, and service-line content built to grow without a media budget.
Sixteen months on one chart
How often Google chose to show this site, month by month: from a domain that did not exist to an all-time high in the most recent full month. Visibility earned, not rented.
Source: Google Search Console, web search. Impressions count how often the site appeared in Google results. Lead totals on this page come from GA4 (calls, form submissions, quote requests); platform-reported numbers are labeled as such and never summed with them.
The channel that pays rent on time, every month
A domain with no history starts invisible. Sixteen months of technical work, local relevance, and service-line content later, Google shows the site more often than it ever has: impressions reached an all-time high in May 2026, the most recent full month in this study.
The best month on record, up 72% on May 2025. The curve is still bending upward.
Every one earned without media spend, on a domain that did not exist in January 2025.
"Turf installation near me," "artificial grass," and "artificial turf" all rank in the top five.
In January 2025, nobody searched for this company. Now it is the site's biggest query.
Brand searches only happen when ads, installs, trucks, and word of mouth put a name in someone's head. They are the most honest measure of a new brand taking hold, and they did not exist when this engagement started. "Elite synthetic surfaces" is now the single largest source of search clicks to the site.
Leads in month one, sharper every quarter
Paid search went live with the site so the business never had to wait for rankings. The first ads-reported conversions arrived in the first month, and the account has been tightened continuously since: the same clicks now convert at nearly twice the early rate.
Calls and lead actions attributed by Google Ads across the sixteen months.
Feb-Apr 2025 versus Mar-May 2026. Continuous query, geo, and ad refinement, not bigger budgets.
The best month of the entire engagement arrived in month sixteen.
Ran the test, kept the lessons, moved the budget
Meta ran from February through August 2025 as a deliberate test: put the brand in front of tri-state homeowners and measure what social demand was worth. It delivered 102 platform-reported leads and over 650,000 impressions during the launch window, then it was wound down on purpose. Search had proven to be where the intent lived, and the budget followed the evidence. The early reach also did quiet work that shows up elsewhere on this page: you do not build 369 brand-name clicks without people seeing the name first.
Forms and website leads attributed by Meta, Feb to Aug 2025.
Brand exposure across the tri-state during the launch window.
Traffic that fed the retargeting pool and the early lead flow.
Not a failure, a finding. The test answered its question and the spend moved to search.
Month sixteen was the strongest signal yet
The engine is leaner than it was at launch, one paid channel instead of two, and the channels designed to compound are the ones setting records.
12,343 impressions, up 72% year over year. Visibility earned, not rented.
49 ads-reported conversions, the strongest of the engagement, at nearly double the early conversion rate.
The company's own name is now the site's largest search query, at an average position of 1.5.
Surfaces worth searching for
