aDymicdigital company
U.S. Waterproofingbacked byRotunda Capital Partners

case study · one market, organic and paid search together

schaumburg: top in organic search and 36.7x pipeline per $1 of ad spend, in the same market

In Schaumburg, its strongest market, U.S. Waterproofing’s local page drew 2,845 organic clicks, and $225K of Local Services Ads produced $8.27M of pipeline, with 553 won of 1,785 opportunities.

client
U.S. Waterproofing
sponsor
Rotunda Capital Partners
industry
Home services · basement waterproofing and foundation repair
period
Organic search: Oct 2025 – Oct 2026 · Ads: Jan – Oct 2026
sources
Search Console, Local Services Ads

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.

36.7x

Pipeline per $1 of Local Services Ads spend in Schaumburg · 553 won of 1,785 opportunities

  • $8.27M

    Pipeline from $225,240 of Local Services Ads

  • 2,845

    Organic clicks to the Schaumburg page, at an average position of 4.8

  • 72%

    Of four-market pipeline, on half the ad spend

markets_organic_vs_ads.xlsx
fx=YOY(U.S. WATERPROOFING)
A
B
C
D
1
market
organic search (local page)
LSA: spend → pipeline
pipeline per $1
2
Schaumburg
2,845 clicks · position 4.8
$225,240 → $8,271,616
36.7x
3
Highland Park
517 clicks · position 2.5
$79,847 → $1,363,538
17.1x
4
Valparaiso
315 clicks · position 5.4
$123,946 → $1,497,867
12.1x
  1. (01)

    the pattern

    Schaumburg leads on both organic clicks and Local Services Ads pipeline per dollar. Of the three, Highland Park, at position 2.5 in organic search, is next at 17.1x. Three markets don’t prove a rule, but the pattern is worth testing in every new location.

  2. (02)

    what we think is going on

    Our read, not a proven cause: strong organic visibility can reinforce trust alongside paid. A local page, reviews and a #1 ranking when people search the company’s name plus “schaumburg” may make the call easier to win when the ad shows.

  3. (03)

    the result

    Half the ad budget, 72% of the pipeline: $8.27M from $225K, and 553 won of 1,785 opportunities.

what it's worth

Schaumburg is the template: a local page, a Google Business Profile, reviews and Local Services Ads, run together. Every add-on can get the same set-up, and a buyer’s diligence team can see the result market by market.

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. 1Pipeline 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.
  2. 2Organic clicks are Search Console clicks to each local page through the link on its Google Business Profile (Maps listing), for Oct 2025 – Oct 2026. Ad results cover Jan 1 – Oct 8, 2026. The two periods overlap but aren’t the same.

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