aDymicdigital company
U.S. Waterproofingbacked byRotunda Capital Partners

case study · paid and organic search, run together

$11.5m of pipeline from local ads, and 157% more leads from organic search

U.S. Waterproofing ran paid and organic search together, in the same markets. $451K of Local Services Ads produced $11.5M of pipeline (669 won of 2,524 opportunities), and leads from organic search rose 157%.

client
U.S. Waterproofing
sponsor
Rotunda Capital Partners
industry
Home services · basement waterproofing and foundation repair
period
Oct 2024 – Oct 2026 (ads: Jan – Oct 2026)
sources
GA4, Search Console, Local Services Ads, SEMrush, Ahrefs

the result that matters

booked three months out.

U.S. Waterproofing reports more demand than its crews can serve: booked three months ahead and unable to take on more leads. That’s backlog on the calendar, not a forecast.

Reported by U.S. Waterproofing, October 2026.

3 months

Booked out, with more customers asking than the crews can serve (reported by the company)

  • 25.6x

    Pipeline per $1 of Local Services Ads spend ($451K → $11.5M), 669 won of 2,524 opportunities

  • +157%

    Leads from organic search (1,105 → 2,843)

  • $322K/mo

    What the organic search visits would cost to buy as ads (SEMrush estimate, not revenue)

one_machine.xlsx
fx=YOY(U.S. WATERPROOFING)
A
B
C
D
1
part
its job
result
period
2
Organic search
Leads the company doesn’t pay per click for
2,843 leads · 7.30% lead rate
this year vs. last
3
Google Local Services Ads
Reaches people ready to call now
4,176 leads → $11.5M pipeline
Jan–Oct 2026
4
Google search ads
Same leads, fewer visits
4,395 leads from 69% fewer visits
this year vs. last
5
Google Business Profiles (Maps)
Links both, location by location
636 leads · 13.24% lead rate
this year vs. last
  1. (01)

    two parts

    Search ads and Local Services Ads reach people who are ready to call now. Articles and organic rankings bring in leads the company doesn’t pay per click for, and keep doing so. We run both in the same markets, against the same numbers.

  2. (02)

    same searches, same markets

    For “basement waterproofing”, the company climbed from position 44 to 24 in organic results while the ads ran on the same searches. Schaumburg is the top location in organic search and the top market for Local Services Ads pipeline.

  3. (03)

    better leads on both sides

    The lead rate from organic search rose 441%, and from search ads 226%. The share of Local Services Ads leads valid enough for Google to charge for rose from 50–60% to 70–86%. Lead quality improved on both sides in the same period.

what it's worth

$451K of Local Services Ads produced $11.5M of pipeline across four markets: 25.6x pipeline per $1 of ad spend, with 669 won of 2,524 opportunities.

Organic search adds leads the company doesn’t pay per click for. SEMrush estimates buying the same visits as ads would cost $322,230 a month. That traffic sits on the company’s own site and in its own accounts, where a buyer’s diligence team can validate it.

the company

U.S. Waterproofing fixes wet basements and cracked foundations around Chicago. It was founded in 1957. Rotunda Capital Partners invested in 2022, the first deal from its Fund III, as the platform for a buy-and-build. Since then, add-ons Crawl Space Brothers, Foundation Solutions 360 and Engineered Solutions of Georgia have joined.

notes on the numbers

  1. 1Figures compare Oct 9, 2025 – Oct 9, 2026 with Oct 9, 2024 – Oct 8, 2025, from GA4 (Google Analytics) and Google Search Console. A lead is what GA4 counts as a conversion. The lead rate is leads divided by visits.
  2. 2We leave out the website’s total visits and total leads on purpose. Bot traffic, leads counted twice and visits the site wrongly credits to itself make both totals wrong. Fixing that tracking is the next step, and the numbers here, broken out by source, should improve when it’s done.
  3. 3Pipeline is the value of the sales opportunities created, not revenue from closed sales. Pipeline per $1 is pipeline divided by ad spend; it isn’t a return or ROAS. Won counts are the opportunities that closed.
  4. 4The client’s own totals ($11.69M of pipeline, 25.9x) include $147K from three markets where no Local Services Ads money was spent (Burlington, Fraser, Charlotte). We leave those out: the four markets that did spend produced $11,539,136 of pipeline on $451,236, or 25.6x pipeline per $1 of ad spend, with 669 won of 2,524 opportunities.

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