How Keystone Click Increased Local Visibility and 95% Organic Growth for JB Custom Drywall

JB Custom Drywall: A Reputation That Deserved to Rank

Full-service drywall and remodeling, with a reputation built on craftsmanship

JB Custom Drywall is a homegrown drywall, insulation, painting, and framing company based in Menomonee Falls, Wisconsin. Since 2010, they’ve built a trusted reputation across the Greater Milwaukee area by delivering high-quality residential and commercial remodeling services. Their differentiator? An uncompromising standard of craftsmanship and customer service, paired with a flexible, start-to-finish approach to each project. 

With a primarily word-of-mouth pipeline, they turned to Keystone Click to help their digital presence catch up to their offline reputation.

The Challenge

They had the skills and the service, but not the search visibility

While JB Custom Drywall had no trouble wowing customers with their work, they weren’t getting found online by new prospects. Their existing website was driving traffic mostly from branded searches, meaning people who already knew their name. 

In a competitive, localized market for home contractors, they were being outranked by competitors with broader visibility and deeper keyword coverage. Their website lacked city-specific content, and they weren’t capturing searchers looking for drywall services in their own neighborhoods.

The Objectives

Become the go-to local provider for drywall and remodeling

JB Custom’s vision was clear: become the #1 contractor for drywall and insulation in Southeastern Wisconsin. That meant dominating the local search landscape for terms like “drywall repair Waukesha” or “insulation contractor Mequon.” 

With the website acting as their primary lead-gen tool, success meant more qualified local leads, better placement in search results, and a clear, conversion-focused digital experience that reflected the quality of their real-world service.

The Strategy

Integrating local SEO with hyper-targeted paid campaigns

Keystone Click approached this challenge with a dual approach: technical SEO improvements to increase organic search visibility, and the creation of unindexed, geo-targeted landing pages used in paid campaigns to capture high-intent leads.

Analysis

We began with a full SEO audit and market analysis. We discovered that despite JB Custom’s authority in the field, they weren’t ranking for any of the transactional, local search terms prospects use when seeking contractors in specific suburbs. We also noted that branded search traffic dominated their inbound funnel, a clear sign they weren’t reaching new audiences effectively.

Insight

The real key came in realizing we didn’t need more blog content, we needed localized service pages built to convert. We identified 7+ metro areas with high-volume search traffic for terms like “drywall repair” and “insulation contractor,” and created custom landing pages for each. These were not indexed for SEO but were used in Google Ads with tightly targeted geofencing.

Strategic Direction

• Conducted a full technical SEO cleanup and on-page optimization
• Built conversion-optimized geo pages for markets like Mequon, Oconomowoc, Waukesha, and Brookfield
• Launched paid search campaigns with tightly matched ad copy and landing pages
• Monitored performance via GA4 and Semrush, continuously improving based on behavior patterns and conversion paths

The Results

From pageviews to pipelines, measurable growth across every channel

Over the course of 18 months, JB Custom saw a complete transformation in digital performance:

Beyond the metrics, JB Custom Drywall now has an online presence that reflects the precision and professionalism of their work. They’re reaching new customers in every core service area and entering sales conversations with pre-qualified, conversion-ready leads.

What made this project successful wasn’t just the SEO, it was focus. We didn’t just increase traffic, we increased the right traffic.

Ready to Own Your Market?

We help skilled service providers get the digital recognition they deserve

If your business is built on reputation but your website isn’t driving qualified leads, it’s time to take a smarter approach to digital strategy. JB Custom Drywall grew their local presence with a focused, data-informed strategy that blended search intent, geographic precision, and conversion-focused content. You can, too.

Let’s talk about how Keystone Click can help you dominate your local market, one neighborhood at a time.