Case study — Local SEO + quote funnel
Turning a hard-to-recover Google listing into high-intent shed quote demand
Shed 210 is a San Antonio shed and outdoor structure company founded in 2022 and a FrontierPixel customer since 2023. The campaign started by solving a difficult Google Business Profile access problem, then connected local search visibility to a quote funnel that captured real project demand.
- Client
- Shed 210
- Location
- San Antonio, Texas
- Founded
- 2022
- FrontierPixel customer
- Since 2023
- Scope
- Local SEO • Google Business Profile recovery • Quote funnel
- Live site
- shed210.com
Average quoted project value per qualified lead during the January-February campaign
Conservative quoted pipeline during the January-February campaign
The cleaned numbers
Every metric below is deduped, lead-level, and defensible.
No raw form-fill counts. Each buyer opportunity is counted once, at its highest quoted value.
Qualified quote opportunities during the January-February campaign
Deduped buyer opportunities after removing test and internal rows.
Conservative quoted pipeline during the January-February campaign
Each opportunity counted once, at its highest quoted value.
Average quoted project value during the January-February campaign
Lead-level average across qualified quote opportunities.
Unique project configurations during the January-February campaign
Distinct projects buyers configured while comparing options.
Total configured quote value during the January-February campaign
All unique configurations explored — demand depth, not revenue.
Service-area ZIP codes represented during the January-February campaign
Breadth of local demand across the service area.
The challenge
Before anything could be measured, the Google listing had to be recovered.
Shed 210 serves San Antonio-area buyers looking for sheds and related outdoor structures, including storage sheds, portable garages, greenhouses, and well pump covers. The company had a real local product, a defined service area, and buyers searching nearby, but the local search foundation was not simple. Before the campaign could be measured properly, the real Google Business Profile had to be recovered and brought into the same system as the website and quote flow.
That mattered because a local shed buyer does not behave like a low-ticket ecommerce visitor. They compare structure types, sizes, roof styles, wall heights, delivery areas, and add-ons before they are ready to talk. A basic contact form would have hidden most of that intent.
The goal was not just to increase visibility. The goal was to turn local visibility into quote requests with enough detail to show what buyers wanted and what those projects were worth.
Step 1
Listing hard to recover
The real Google Business Profile was difficult to access, so local visibility, trust signals, and attribution could not be controlled.
Step 2
Access recovered
The profile was brought back under the business's control and treated as a core local-search asset.
Step 3
Connected to the quote funnel
Listing, website, and quote flow were brought into one measurable system.
The campaign started with a hard local-search problem: recovering control of the real Google listing. Once that foundation was fixed, the quote funnel turned visibility into measurable pipeline.
What we built
Three connected pieces, one measurable system.
01
Local search control
The first step was getting the business back to a usable local-search foundation. That meant treating the Google Business Profile as a core asset, not an afterthought.
02
Buyer-intent SEO
Instead of optimizing only for traffic, the campaign focused on searches tied to real shed-buying intent: local availability, structure types, sizes, customization options, and service-area demand.
03
Quote funnel tracking
Visitors could configure sheds and related structures, then submit quote requests with project-specific details. Each request captured more than a name and phone number — it captured the buyer's size, roof style, wall height, ZIP code when available, add-ons, and quoted project value.
Conversion-first homepage
Local availability, structure types, and quote paths above the fold.
Interactive configurator demonstration
This neutral prototype shows how buyers can adjust a footprint, roof, colors, foundation, and options. Its estimate is illustrative, not current dealer pricing.
Lead flow
From a configured project to a CRM-ready lead in six steps.
Every quote request carries the project details, alerts the dealer, can confirm the request with the buyer, and keeps the follow-up context together.
- Step 01
Buyer configures the shed.
The buyer chooses size, structure type, roof style, wall height, colors, and add-ons before asking for a price.
- Step 02
Buyer requests a quote.
The request captures contact details plus the configured project specs, so the inquiry is more than a generic form fill.
- Step 03
Dealer gets the full lead in a median 1 second.
Production alert timing is based on 70 successful notification attempts from quote creation to completion.
- Step 04
Buyer can get text/email confirmation with quote specs.
When enabled, the buyer receives a confirmation they can refer back to while the dealer prepares the follow-up.
- Step 05
Lead lands in the dealer CRM with full project context.
The CRM record keeps the buyer, configuration, value range, source, and conversation context together for sales work.
- Step 06
Approved follow-up can support the dealer's sales team.
Consent-aware SMS or email sequences can send confirmations and reminders. The dealer remains responsible for qualification, quotes, appointments, pipeline decisions, and closing unless separately contracted.
Dealer alert
Buyer confirmation
Messages
Shed 210
Dealer alert and buyer confirmation views from the same quote workflow. Median dealer alert speed: median 1 second.
Read-only production Convex aggregate: quoteRequests.createdAt to successful notificationAttempts.completedAt. Sample size: 70successful notification attempts.
The cleaned results
Conservative pipeline, not inflated totals.
After removing obvious test and internal rows and deduping repeat submissions, the January-February campaign dataset showed 40 qualified quote opportunities, $196,042 in conservative quoted pipeline, a $4,901 average quoted project value per qualified lead, 94 unique project configurations, $427,419 in total configured quote value, and 30 valid service-area ZIP codes.
The conservative pipeline number for the January-February campaign counts each buyer opportunity once, using the highest quote tied to that opportunity. The larger configured value captures all unique configurations buyers explored, which is useful for understanding demand depth but should not be presented as revenue.
From quotes to sales
Documented purchases show a conservative minimum, not the full lifetime result.
The January-February campaign generated 40 qualified leads. Documented CRM records later confirmed at least five customer purchases tied to those leads.
Minimum observed close rate from the January-February campaign
12.5%
Five confirmed customer purchases out of 40 qualified leads.
Confirmed tracked customer purchases
5
Based only on documented customer purchases in the CRM.
Known tracked records were updated from May 25 through June 1. Sales outside that documented tracking period were not consistently recorded, so the confirmed purchase total and observed close rate are conservative minimums.
The figures below are tracked customer purchases. They are not FrontierPixel revenue, and they should not be read as every sale produced by the campaign.
Confirmed tracked customer purchases
Documented after the January-February campaign.
Approximately $17,218
- 12x25 Storage Shed
- $8,813
- 16x10 Portable Garage
- $4,380
- 12x10 Storage Shed
- $3,000
- Shed Move
- ~$425
- Dog House
- ~$600
The deeper insight
The strongest result was the quality of the buying behavior.
During the January-February campaign, the funnel did more than capture leads. It revealed what local buyers wanted, compared, and were willing to spend.
Buyers were actively comparing options
During the January-February campaign, 35% of cleaned quote opportunities explored more than one configuration. Those multi-configuration leads carried a meaningfully higher top quote, which means the funnel was capturing shoppers weighing different project scopes, not just people filling out a form.
Average top quote by shopping behavior during the January-February campaign
$6,038
January-February leads that explored multiple configurations
$4,289
January-February single-configuration leads
The quote funnel revealed product demand
In the January-February campaign dataset, storage sheds accounted for 87% of unique configurations and 86% of configured quote value, making them the clear core offer. The funnel also captured related demand for portable garages, greenhouses, and well pump covers.
Configured quote value by product during the January-February campaign
Volume sizes and value sizes were different
In the January-February campaign dataset, the most common configuration was the 8x12 with 35 configurations and more than $107K in configured quote value. The strongest value drivers were larger builds: 10x16 and 12x20 together represented more than $176K in configured value. That split tells the business where volume lives and where the high-ticket projects come from.
Configured quote value by shed size during the January-February campaign
Add-ons were a major buying signal
During the January-February campaign, 46% of unique configurations included add-ons or upgrades, and 50% of quote opportunities included at least one. Configurations with add-ons averaged $5,008 against $4,158 without.
Average configuration value during the January-February campaign
$5,008
January-February configurations with add-ons or upgrades
$4,158
January-February configurations without add-ons
Add-on frequency across unique configurations during the January-February campaign
- Ground anchoring14
- Electrical prep13
- Roof overhang12
- Insulation12
- Skirting9
- Ramp (double door)8
- A/C knock out8
- Workbench7
- Ramp (single door)6
- 2-tone finish5
- Loft4
- Steps3
Premium projects, not just small inquiries
During the January-February campaign, nearly half of cleaned opportunities had a top quoted value of $5,000 or more, and almost a quarter reached $7,000 or more. The campaign attracted buyers considering meaningful projects across 30 service-area ZIP codes.
Why this matters
A bridge between local search visibility and sales intelligence.
Most SEO case studies stop at rankings, traffic, or form-fill counts. That would have missed the real story here.
This campaign created a bridge between local search visibility and sales intelligence. The business could see which structures people wanted, which sizes were most common, which add-ons appeared repeatedly, which ZIP codes were represented, and how much qualified quote demand was being created.
That is the difference between “SEO generated leads” and “SEO produced measurable local buying intent.”
The most valuable insight was not just that people requested quotes. It was that buyers were configuring real projects, comparing upgrades, and revealing what they were willing to spend.
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