Sam Karam & Sons Boost Leads with LSA + SEO

Sam Karam & Sons is a home improvement company serving Massachusetts and Rhode Island for over 45 years. Historically reliant on traditional channels like TV and radio, they were looking for a more cost-effective and measurable way to generate leads.

They partnered with Black Propeller to test digital as a new growth channel, with a focus on driving consistent, qualified inbound opportunities.

The account started from the ground up with no prior Local Service Ads data, making it difficult to forecast performance or scale quickly.

The market is highly competitive, especially for general contractors, with rising costs in traditional paid search. At the same time, the business had limited visibility in local search results, reducing their ability to capture high-intent leads organically.

Ensuring lead quality was another key challenge, as wasted spend on unqualified calls could quickly erode efficiency.

We focused on a local-first approach – leveraging Google Local Service Ads (LSAs) as the primary driver of leads while strengthening local SEO signals to improve overall visibility.

Rather than investing heavily in traditional search ads with higher CPCs, we prioritized LSAs due to their pay-per-lead model, allowing for more efficient budget allocation.

We optimized the LSA profile by:

• Improving review volume and overall rating
• Increasing responsiveness to inbound calls
• Refining service areas and offerings for better match quality

To support this, we worked on local SEO fundamentals, including optimizing the Google Business Profile, reinforcing service area relevance, and aligning on-site content with high-intent local searches. This helped improve visibility both within LSAs and in organic local results.

A major focus was lead quality. We actively reviewed incoming calls and disputed those that were outside the client’s service scope or geography. This ensured ad spend was being allocated toward qualified opportunities while recovering wasted budget.

The campaign delivered strong efficiency gains early on.

Lead volume increased by 34%, while cost per acquisition dropped significantly, making LSAs the most cost-effective channel the client had used.

Through ongoing call review and dispute management, over $6,000 in ad spend was recovered from unqualified leads.

In parallel, improved local visibility helped strengthen overall lead flow, creating a more reliable and efficient pipeline driven by both paid and organic channels.

The result was a more controlled, scalable approach to lead generation – focused on quality, efficiency, and long-term growth.