Work / Platinum Service Group
Brand infrastructure from zero: site, landing system, tracked paid launch
Platinum Service Group does property restoration and storm-damage work out of Decatur, TX — competing for water-restoration searches across five target cities, in a market 3–5x harder to rank in than a typical home service. The play: build the foundation right before scaling spend.
The challenge
Restoration is a brutal category: emergency-driven demand, high-value jobs, and entrenched competitors in every city. Platinum came in with no field-service software, no tracking infrastructure, and a website that wasn't built to compete. Spending on ads before fixing that would have meant paying to send traffic into a black box.
What we built
- Ground-up website rebuild — launched January 1 on WordPress with distinct commercial (dark) and residential (light) template systems and water-restoration service architecture across five target cities.
- A fully tracked campaign landing system — dedicated landing page with real brand lockups, hero video, and click-to-call throughout; instrumented with GTM, Meta pixel, and Hyros. End-to-end testing confirmed form submissions captured and attributed in under one second.
- Google Ads discipline — conversion actions standardized with Enhanced Conversions enabled; a broad-match overhaul that added 15 phrase-match keyword twins, paused all 17 enabled broad keywords, and layered in competitor negatives before scaling.
- Storm-response content — a ready-to-run social calendar for storm events, when restoration demand spikes and speed matters most.
- Backlink program — targeted link acquisition to rank one service across five cities, using author outreach for cost-efficient, editorial-quality links.
- Brand-locked social system — 13 posts per month designed to the official brand kit (typography, palette, lockups), staged through an approval workflow with a consistent "save our number" organic strategy.
Where it stands
- Tracking verified end-to-end — the landing system captures and attributes form leads in under a second, with GTM, Meta pixel, and Hyros all confirmed firing.
- Search spend now runs on exact-intent keywords — the phrase-match overhaul ended broad-match waste before it could compound.
- A 13-post monthly content engine is live and brand-locked, approved by the client in single passes.
- Foundation-phase metrics are being accrued now — this is a deliberately staged build: infrastructure first, then scale. The measurement layer exists to make the next dollar of spend provable.
Why it matters
This is what the start of a Roland Collective engagement looks like when a brand is early: we don't rush spend into an untracked funnel. We build the machine, verify every wire, and then scale — the same playbook that produced the results on our mature accounts.