Procon 24/7

The brief

A concrete supplier with zero digital presence beyond a Google Maps pin. Full digital build (site, SEO, paid) reconciled against their own invoice ledger every week since 2022, and rebuilt onto Astro in 2026.

The challenge

Procon arrived with one Google Maps listing and no website. They were turning down work because the inbound funnel was a phone-tag mess. The brief was not 'make us a website'; it was 'make us a lead engine that survives the seasonal swings in concrete demand'. That horizon has since been tested for real: category search demand fell 47% year on year into 2026, and the account had to hold its return through the decline rather than in spite of it.

Our approach

Phase 1 was a conversion-engineered site with quote-request forms by product category. Phase 2 was monthly long-form content targeting the technical queries a project manager uses when speccing concrete: including Procon's own patented URS mixes, URS 420 for general structural work and URS 450 for heavy duty, both of which set in two hours. Phase 3 was a managed Google Ads programme with weekly ROAS reporting reconciled against their invoice ledger, not platform-reported conversions. In 2026 we rebuilt the site on Astro for speed and split the Yorkshire campaign into single-city ad groups.

Decisions, and what they beat

• M1

  Quote-request forms by product, not generic enquiry

  Instead of

  Single contact form (rejected: buyers spec by product)

• M2

  Long-form technical content monthly, not weekly blog

  Instead of

  Weekly cadence (rejected: content depth beats frequency in technical B2B)

• M3

  Report ROAS off their invoice ledger, not platform conversions

  Instead of

  Trust the Ads dashboard (rejected; it later proved to be under-reporting)

• Y4

  Rebuild the site on Astro

  Instead of

  Keep patching WordPress (rejected: mobile LCP was the ceiling)

• Y4

  Split the Yorkshire campaign into single-city ad groups

  Instead of

  Keep multi-city groups (rejected: the campaign was rank-limited, not budget-limited)

What we'd do differently

Two we own. We should have shipped call tracking in month one instead of month four: the attribution gap cost six months of confident spend decisions. And during the Astro rebuild an Astro define:vars block trapped gtag inside its own scope, so every Ads conversion silently stopped firing until we caught it. Reporting off the client's invoice ledger rather than the platform is the only reason the number was still trustworthy while that bug was live.