Case Studies / Waste Reduction Group
Waste Reduction Group
From zero digital leads to 90 qualified prospects across Google Ads, SEO, and LinkedIn outreach.
OVERVIEW
Waste Reduction Group is a market-leading commercial waste management company serving the GTA and beyond. Despite strong credibility and decades of expertise, they had zero confirmed ad conversions, no blog presence, and an underdeveloped digital footprint. SA Media built their entire demand generation infrastructure from scratch across three channels: Google Ads, technical SEO, and LinkedIn Sales Navigator outreach via Skylead automation.
THE BRIEF
WRG came to us with a 78% site health score, 14 critical SEO errors, and no inbound leads from digital channels. Their brand had strong credibility with long-term clients but was invisible online. The challenge: build a scalable lead generation engine without disrupting a company in active growth mode. The primary KPI from day one was cost-effective, qualified lead acquisition for their commercial waste services.
OUR APPROACH
- 01
Google Ads architecture from scratch. We built six separate campaigns covering brand reputation, recycling services, waste rental products, and B2B lead generation. Each campaign was A/B tested with smart budget allocation. The top-performing campaign, Website Reputation and Traffic, delivered 52 conversions at a $21.86 cost per lead and an 8.39% conversion rate against 22,900 impressions.
- 02
Technical SEO overhaul in 30 days. We conducted a full audit and resolved 22 issues in the first month, cutting critical errors from 14 to 6 and lifting site health from 78% to 90%. Meta tags, H1/H2/H3 structure, internal linking, robots.txt, and sitemaps were overhauled alongside competitor keyword gap analysis identifying 5 to 8 strategic opportunities.
- 03
LinkedIn outreach with Skylead automation. We built and managed a LinkedIn Sales Navigator outreach campaign targeting decision-makers across construction, F&B, and education verticals. In a single 30-day sprint, we sent 280 connection requests, secured 136 new connections at a 49% acceptance rate, and booked 10+ qualified discovery calls.
- 04
Blog content engine for long-term authority. We produced 11+ SEO-optimized blog posts targeting high-intent keywords across waste management, recycling, and sustainability. Each post was 700 to 1,000 words and supported both organic rankings and brand credibility with prospective commercial clients.
SERVICES DELIVERED
KEY RESULTS
90
Raw Leads Generated
Across all Google Ads campaigns
8.39%
Top Campaign Conversion Rate
$21.86 cost per lead
+15%
SEO Site Health Increase
78% to 90% in 30 days
10+
Discovery Calls Booked
Via LinkedIn Skylead outreach
“
The SA Media team has been incredible to work with. They handled our SEO, Google Ads, and lead generation through LinkedIn with professionalism and heart. What stood out to me was the attention to detail and the personal investment they brought to our success. It was more than just a vendor-client relationship. It felt like teamwork.
Chris Hoper
Waste Reduction Group
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