How JB Custom Turned Word-of-Mouth into a Scalable Digital Growth Engine

Meet JB Custom Drywall

Milwaukee’s go-to for craftsmanship in drywall and remodeling

JB Custom Drywall is a locally owned drywall and remodeling company serving southeastern Wisconsin. With decades of experience, JB Custom has built a loyal client base through referrals, repeat business and a standout reputation in the greater Milwaukee area. Their team is known for precision, professionalism and the kind of honest communication that makes customers feel like partners. But their brand recognition lived almost entirely offline.

The Challenge

Strong reputation, but no scalable marketing engine

Despite a recognizable name and branded trucks seen across Milwaukee, JB Custom lacked a structured marketing approach. Their online presence didn’t reflect the quality of their work, and digital channels — from social to search — weren’t generating new business. Internally, marketing was fragmented, reactive and not delivering qualified leads.

They knew their business was ready to grow. But without a cohesive digital strategy, that growth was bottlenecked.

The Objectives

Translate brand equity into scalable lead generation

When JB Custom partnered with Keystone Click, their vision was clear:

• Generate more qualified leads through digital marketing
• Create a consistent, scalable strategy to support long-term growth
• Position the company as an industry leader, not just a local contractor
• Improve the use of digital tools like email, SEO and social media
• Show measurable ROI on marketing efforts

They weren’t just looking for tactics: they wanted direction, clarity, and a strategy they could build on.

The Strategy

Build from what’s already working, then scale it intentionally

Analysis: Grounded In Customer Voice and Competitive Reality

Keystone Click started with research:

• Customer interviews revealed JB’s key differentiators: trust, responsiveness and craftsmanship
• A technical website audit uncovered SEO issues, UX friction and missing conversion paths
• Competitive benchmarking showed that most local drywall contractors had minimal digital investment
• Keyword research revealed long-tail opportunities with high local search volume
• A tech stack review identified gaps in automation and CRM systems

JB Custom didn’t need to build trust — they already had it. They needed to amplify it in a way that would generate demand online.

Insight: A Premium Brand Hiding in Plain Sight

The data told a clear story: JB Custom had what buyers wanted, they just weren’t telling the story clearly enough or in the right places. Their website was technical, but it undersold their craftsmanship. Their content was sparse. And their social media was quiet, despite having great visual assets and satisfied clients ready to advocate.

Unexpected Learning: No competitors were bidding on paid keywords. This created a rare white-space opportunity for a Google Ads launch with minimal competition.

Strategy: Multi-Channel, Persona-Driven Industry Leadership

Keystone Click designed a strategy rooted in industry leadership and buyer personas like “Tom the Homeowner” and “Paul the Building Partner.” This included:

• A digital messaging map to unify tone and value propositions
• Blog content and email campaigns aligned to customer decision stages
• A “Get Started Now” campaign to warm up leads using email storytelling
• Ongoing SEO improvements, CTA optimizations, and keyword tracking
• Platform-specific social content: educational on LinkedIn, visual on Pinterest trust-focused on Facebook

All of their strategy going forward would be rooted in their unique value proposition: 

“We provide expert drywall repair and installation so that homeowners and building partners can experience peace of mind in a space that exceeds their expectations.”

The Results

A digital foundation that finally matched the quality of their work

The strategy worked! It not only improved visibility but aligned marketing with the brand JB Custom had already built offline.

Key Outcomes: 

Most importantly, JB Custom now had:

• A messaging strategy rooted in customer psychology
• A predictable content and lead funnel
• A scalable foundation for paid media and ongoing growth

Ready to Build Your Next Growth Engine?

A strategy built from what you already do best — and scaled intentionally

If your business is thriving through referrals and repeat customers, but your digital presence isn’t driving the growth you want, you’re not alone. JB Custom Drywall was in the same place.

Keystone Click helps companies like yours turn brand equity into strategy, and strategy into results. Let’s talk about how to build a lead engine that reflects the real value of what you do.