- Client Success Story
A Case Study
From Zero to Booked
Contractor
Calgary, Alberta | Canada
Radon Mitigation
Key Results At A Glance
- A complete, automated lead-generating website, built to a new brand and live within 26 days of signing, for a company that had nothing on 5 November 2025.
- 97,207 people reached on Facebook and Instagram, and 16,780 YouTube views in April to June, for a company nobody had heard of in November 2025.
- Google visibility rose from 0% to 12.07% across tracked Calgary radon searches (3 December 2025 to 31 July 2026), with #1 rankings for four searches.
- #1 tracked brand in ChatGPT's answers to Calgary radon questions (15 July 2026).
- 35 leads and 11 recorded wins worth $21,650 from December 2025 to March 2026, a 31% lead-to-win rate. Free tests and test entries are excluded.
- At least 38 customers since launch, each leaving a Google review, for a 5.0 rating (Google, 1 October 2026).
- The first job came from Google: a phone search, the mitigation page, a Book assessment click, and a form sent about two minutes later.
Royal Radon is a radon testing and mitigation company serving Calgary and the towns around it. It signed with Sojourn Digital on November 5, 2025, as a new brand with no website, no search rankings and no reviews. This case study shows what we built and what happened, stage by stage: awareness (top of the funnel), search visibility and trust (middle) and enquiries and sales (bottom). It reports the full numbers, where they come from and what they do not show.
Project Summary
| Client | Royal Radon, residential radon testing and mitigation |
| Market | Calgary, Alberta, and nearby towns including Airdrie, Chestermere, Okotoks and Cochrane |
| Starting Position | Nothing: no website, no search presence, no reviews, no lead capture, no CRM and no brand recognition |
| Engagement Start | November 5, 2025 (website and marketing services agreement) |
| Services | Brand-led website build and launch, local SEO and content, Meta and YouTube awareness advertising, Google Ads, CRM, call tracking, automations and reminders, AI-assistant visibility tracking |
| Reporting Windows | Leads and sales: November 2025 to March 2026 (the active radon season). Visibility and awareness: the full period, to July 31, 2026. |
| Team | Sojourn Digital (strategy, web, search, advertising, automation) with Royal Radon's founder; brand identity by Nikole Culo Designs |
The Challenge: A New Brand, An Established Market and a Small Region
A new radon company has three problems at once.
- Nobody knows it. Homeowners cannot search for a name they have never seen.
- The market is held by established firms. Great West Radon, Calgary Radon Detection and RadonCare have years of search history. Over the period measured, their average Google visibility on tracked Calgary radon searches was 16.6% to 19.0%.
- The territory is small. Calgary and the towns around it are a finite number of homes, so every lead has to count, and every dollar has to be traceable to a result.
The subject matters, too. Health Canada describes radon as a radioactive gas that can build up in homes and as the second leading cause of lung cancer after smoking, and sets a guideline of 200 becquerels per cubic metre. Homeowners search for answers before they search for a contractor, which is why trust and visibility matter as much as advertising.
Our Approach: Build the Whole Funnel at Once
We treat a launch as a funnel. Each stage has a job, its own channels, and its own measures. We do not judge them by the same yardstick: a channel with huge reach and few clicks is not failing, it is doing the top-of-funnel job of making a new name familiar.
Job: Make the name familiar
What We Built: Facebook and Instagram video and image ads, YouTube and Shorts, Google's automated ads
How We Measured It: Impressions, people reached, views, cost per 1,000 reached
Job: Be found, and be believable
What We Built: A complete, speed-focused website, local SEO, a Calgary radon map resource, blog, AI-assistant visibility tracking
How We Measured It: Google visibility, number 1 rankings, AI mentions and citations, engaged visits
Job: Capture the enquiry and close it
What We Built: A detailed assessment form, Google Ads, call tracking, CRM, automations and follow-up reminders
How We Measured It: Forms, leads, recorded wins and value, source of each win
- Work Process
Timeline
How Analysis, Automation and Perseverance made the invisible known
Build
Launch
Convert
Compound
| Step | Date | Milestone |
|---|---|---|
| Build | November 5, 2025 | Agreement signed. Royal Radon has nothing online. |
| Build | November 6, 2025 | Website build begins, while the designer works on the brand |
| Build | November 14, 2025 | Preliminary brand guide from the designer (Nikole Culo Designs) |
| Build | November 24, 2025 | Final brand package arrives, about 17 days after the designer was introduced; the site is finished to match it and connected to forms, CRM and tracking |
| Launch | December 1, 2025 | Website live and taking advertising traffic, 26 days after signing |
| Launch | December 3, 2025 | Search visibility tracking begins |
| Launch | December, 2025 | Facebook and Instagram awareness ads begin |
| Launch | December 18, 2025 | Google Search campaign begins |
| Results | Dec. 31, 2025 | 6 leads, 1 Win |
| Convert | January 14, 2026 | A homeowner finds the site on Google, clicks Book assessment and sends the form; it becomes the first won job (closed 21 Jan) |
| Results | Jan. 31, 2026 | 6 Leads, 4 Wins |
| Results | Feb. 28, 2026 | 9 Leads, 3 Wins |
| Convert | March 10, 2026 | Blog launches with three approved articles |
| Results | March 31, 2026 | 14 leads, 3 Wins |
| Compound | July 26, 2026 | Increased site content through the end of the visibility measurement period |
Digging Deeper: From Nothing to a Working Lead Machine in Under a Month
On November 5, 2025 Royal Radon had no website, no brand presence online, no way to capture an inquiry and no record of any customer. Sojourn started building the website on 6 November while the designer worked on the brand. The final brand package arrived on November 24, about 17 days after the designer was introduced. Sojourn then finished the site to match it and connected it to a lead-capture and follow-up system, and the site went live on December 1, 26 days after signing and about a week after the final brand arrived. That speed is what let everything else in this case study start early: a new company cannot be found, advertised or measured until it exists.
| Capability | On November 5 | What The Launch Delivered |
|---|---|---|
| Website | None | A complete, speed-focused WordPress website on Kinsta, aligned to the Royal Radon brand: home, services, radon testing, radon mitigation, about and contact pages |
| Lead capture | None | A detailed assessment form and a website chatbot, so a homeowner could enquire by form or chat. Call tracking followed in early 2026. |
| Qualifying the job | None | The form asks about the foundation, sump, crawlspace and existing radon readings, so the team knows the job before the first call |
| CRM and follow-up | None | Every enquiry recorded in HubSpot, with automated notifications and reminders so none were forgotten |
| Measurement | None | Google Analytics, conversion tracking and click-ID capture, so every lead could be traced to its source |
| Advertising | None | Google Ads spending from 1 December; Facebook and Instagram awareness ads from December |
Because the site was built as a lead magnet and not as a brochure, it started working immediately. In December, its first full month, it recorded 776 visits and 12 form submissions, and the first lead that became a job arrived on 14 January.
Results
A. Top of the Funnel: Getting Known
This is the stage where reach, impressions and views matter, and clicks do not. Facebook, Instagram and YouTube carried the awareness work.
Facebook and Instagram: 97,207 people reached for $926
Facebook and Instagram impressions and people reached, by month (Dec 2025 to Jul 2026) Source: Meta Ads API, pulled 1 Oct 2026. Monthly reach figures do not add up to the 97,207 lifetime total, because the same person can be reached in more than one month.
| Measure | Dec to Mar | Whole campaign (Dec to Jul) |
|---|---|---|
| Impressions | 80,475 | 324,360 |
| People reached | 30,666 | 97,207 |
| Link clicks | 1,210 | 1,689 |
| Spend (CAD) | $538 | $926 |
| Average times each person saw an ad | 2.6 | 3.3 |
The awareness campaign (Calgary and the Okotoks area) reached 86,175 people for $454, about $5.27 per 1,000 people reached. The lead campaign sent 1,133 clicks to the website and produced 10 website leads at about $47 each. Few people clicked the awareness ads, which is expected: they exist to put a new name in front of the right homeowners, and the later stages do the converting.
YouTube: 16,780 Views in Three Months
YouTube views by month (Apr to Jun 2026) Source: YouTube Analytics for the Royal Radon channel, April to June 2026, pulled 1 Oct 2026. Views rose every month.
From April to June 2026 the channel earned 16,780 views and 1,303 watch minutes, and views rose every month, from 3,434 in April to 8,216 in June. Across the channel’s life, 77% of views came through Shorts, YouTube’s short vertical videos. Google’s automated ads also served on YouTube over the period: 39,700 impressions and 4,083 views at about 7 cents a view. The channel has three subscribers, so views are the honest measure here, not audience size.
Google Search Impressions: From 446 to 1,092 a Month
As the website and its content started to appear for radon searches, monthly Google Search impressions for royalradon.com grew from 446 in December 2025 to 1,092 in March 2026 (Google Search Console).
B. Middle of the Funnel: Being Found and Being Trusted
| Measure | Dec 3 2025 (day 1) | July 31 2026 (day 240) |
|---|---|---|
| Google visibility (Semrush) | 0% | 12.07% |
| Tracked searches in Google's top 100 | 0 | 14 |
| Tracked searches in the top 3 | 0 | 5 |
| Searches where Royal Radon is number 1 | 0 | 4 |
| Monthly Google Search impressions | 3 (November) | 1,092 (March) |
| Rank among tracked brands in ChatGPT's answers | Not tracked yet (new brand) | 1 (July 15 2026) |
(Note that 14/5/4 keywords are just a selection of what Sojourn tracked.)
Tracked Calgary radon searches where Royal Radon ranks: day 1 versus day 240 Source: Semrush Position Tracking, phone results, Calgary, 3 Dec 2025 to 31 Jul 2026.
Average Google visibility, Calgary radon searches (3 Dec 2025 to 31 Jul 2026) Source: Semrush Position Tracking, phone results, Calgary. Royal Radon started the period at 0% and ended it at 12.07%, so its average understates where it finished.
- Visibility rose from 0% to 12.07% across tracked Calgary radon searches between 3 December 2025 and 31 July 2026 (Semrush Position Tracking, phone results).
- Fourteen tracked searches reached Google’s top 100 for the first time, and five reached the top three. Thirteen keywords improved and one declined.
- Number 1 on Google for four searches: “radon map calgary”, “radon gas map calgary”, “radon in calgary map” and the brand name. Royal Radon’s page was also the source Google’s AI Overview used for the three map searches.
- Behind the leaders, and closing. Over the period, Royal Radon averaged 11.1% against 16.6% to 19.0% for the three leaders, while ending at 12.07% after starting at 0%.
The Calgary radon map article is the clearest example of how a new company competes with established ones: it answered a question homeowners were asking, with a local resource the incumbents did not have.
AI Assistants: The Number 1 Tracked Brand in ChatGPT
On 15 July 2026, our AI visibility tracking showed Royal Radon as the number 1 tracked brand in ChatGPT’s answers to Calgary radon questions, with a 7.2% share, and number 2 in Claude’s answers (9.3% against 10.0% for the leader). royalradon.com was the second most-cited website in ChatGPT’s answers, behind only canada.ca. This matters because homeowners increasingly ask an assistant before they search.
The Website: People Used It
Engaged site visits and enquiry forms sent, by month (Nov 2025 to Mar 2026) Source: Google Analytics 4 (property for royalradon.com), pulled 1 Oct 2026. An engaged visit is a GA4 engaged session. Forms are the GA4 form_submit event. As the site matured, fewer visits produced more forms.
From November to March the site had 945 engaged visits, rising from 3 in November to 291 in December. Across the year, Microsoft Clarity recorded “Contact us” clicks in 3.5% of sessions, “Book” clicks in 3.2% and form submissions in 1.7%, with no rage clicks or dead clicks. Clarity also flagged 42% of raw sessions as bots, which is why this case study reports engaged visits instead of raw sessions.
C. Bottom of the Funnel: Turning Interest Into Jobs
Leads and sales are reported for November 2025 to March 2026, the active season. Radon demand slows in spring.
Leads and recorded wins by month (Nov 2025 to Mar 2026) Source: HubSpot deals created 1 Nov 2025 to 31 Mar 2026, pulled 1 Oct 2026. Free-test deals and test entries are excluded. 35 leads and 11 recorded wins in total.
| Month | Leads | Recorded Wins | Won Value (CAD) |
|---|---|---|---|
| Nov-25 | 0 | 0 | $0 |
| Dec-25 | 6 | 1 | $1,908 |
| Jan-26 | 6 | 4 | $8,453 |
| Feb-26 | 9 | 3 | $6,088 |
| Mar-26 | 14 | 3 | $5,201 |
| Total | 35 | 11 | $21,650 |
Of the 35 leads, 11 were recorded as wins, a lead-to-win rate of 31%. Over the same months the website recorded 58 form submissions, and calls and chats added to the enquiries.
Where the Wins Came From
| Source of the Win | Wins | Value (CAD) |
|---|---|---|
| Google Ads, traced by click ID | 5 | $9,358 |
| Phone, chatbot and other direct enquiries | 4 | $8,517 |
| Organic search | 1 | $1,912 |
| No source recorded | 1 | $1,863 |
| Total | 11 | $21,650 |
A launch works because the channels support each other. Awareness made the name familiar, search and AI assistants made it trustworthy, and the form, chatbot, call tracking and CRM caught the enquiry. This case study does not credit all wins to one channel.
The First Job: A Journey We Could See End to End
The first won job came from a homeowner on a phone. They searched Google, on a day the site was number 2 for “radon mitigation”, landed on the radon mitigation page, clicked Book assessment after two seconds, and sent the contact form about two minutes later. Because the CRM and the website were connected, we could see that whole journey, which is what lets us report where each win came from.
"[The form gives] valuable insights into their potential installs and ultimately contact info."
Trust follows the work. On 1 October 2026, Royal Radon’s Google Business Profile showed a 5.0 rating from 38 Google reviews, up from none at the start. Each review comes from a customer, so Royal Radon has served at least 38 customers since launch. (Viewed on Google on 1 October 2026. This is a floor, not a count of every job, and it covers the whole period to that date, not just the November–March window used for leads and recorded wins.)
What Worked, and What To Read Carefully
- The detailed assessment form worked. It asks about the foundation, sump, crawlspace and existing radon readings, so the team knows the job before the first call.
- Awareness is not conversion. The Facebook and Instagram awareness ads reached tens of thousands of people and brought few clicks. Judge them on reach. The lead campaign, not the awareness campaign, produced the website leads.
- YouTube views are not followers. The channel has three subscribers. Google’s automated ads that served on YouTube produced 4,083 views and no attributed sales.
- Search Console clicks are mostly brand searches for a new company, so this case study reports Semrush visibility and Search Console impressions instead.
- Wins are recorded, not collected. They are project values in the CRM, not revenue, margin or return on ad spend.
Methodology and Data Sources
| Measure | Source | Period | Pulled |
|---|---|---|---|
| Google visibility, rankings, competitors | Semrush Position Tracking (phone results, Calgary) | Dec 3 2025 - July 31 2026 | July 31 2026 |
| AI-assistant visibility | Sojourn AI visibility tracking (ChatGPT, Claude and others) | Juky 15 2026 | July 15 2026 |
| Impressions, reach, clicks, spend | Meta Ads API | Nov 1 2025 - July 31 2026 | Oct 1 2026 |
| Views, watch time | YouTube Analytics; Google Ads API | Apr - Jun 2026 (ads: Nov 2025 - Sep 2026) | Oct 1 2026 |
| Engaged visits, form submissions | Google Analytics 4 | Nov 2025 - Mar 2026 | Oct 1 2026 |
| Search impressions | Google Search Console | Dec 2025 - Mar 2026 | Oct 1 2026 |
| Behaviour on site | Microsoft Clarity | Oct 1 2025 - Oct 1 2026 | Oct 1 2026 |
| Leads, wins, value, source | HubSpot CRM, deals created Nov 1 2025 - March 31 2026 | Nov 2025 - Mar 2026 | Oct 1 2026 |
Definitions and Rules
People reached: The number of different people who saw an ad at least once.
Visibility: A Semrush score from 0% to 100% that estimates the share of clicks a site would win across a fixed list of tracked searches, weighted by ranking position.
Engaged visit: A Google Analytics 4 engaged session: a visit that lasted over ten seconds, had a conversion event, or viewed two or more pages.
Lead: A deal created in HubSpot from a real enquiry.
Recorded win: A HubSpot deal in a closed-won stage, valued at the project amount in the CRM.
Exclusions: Three free-test deals (all in March 2026) and any test entries were removed from the lead and win counts. We checked deal names, descriptions and contact details and found no other test deals.
Limits: the figures cover one client over one season, in one city. Wins are not revenue. Source labels come from HubSpot and were not audited against payments. One win has no recorded source. This is a case study, not a guarantee of results for another business.
FAQ's
In this case, Royal Radon went from 0% to 12.07% Google visibility across tracked Calgary radon searches between 3 December 2025 and 31 July 2026, about eight months. It reached the number 1 position for four searches, including "radon map calgary". Visibility keeps building after launch, so it is best judged over the whole period, not month by month.
Visibility is a Semrush Position Tracking score from 0% to 100%. It estimates the share of clicks a site would win across a fixed list of tracked searches, based on where it ranks, so a number 1 result counts for far more than a number 20 result. It is a share-of-search measure, not a count of visits.
Royal Radon's Facebook and Instagram ads cost $926 CAD from December 2025 to July 2026 and reached 97,207 people with 324,360 impressions, about $9.53 per 1,000 people reached. The awareness campaign alone cost about $5.27 per 1,000 people reached. These ads build familiarity, so they are judged on reach, not on clicks or sales.
The top of the funnel is where people first hear of you, measured by reach, impressions and views. The middle is where they look you up and decide to trust you, measured by search visibility, engagement and mentions in AI assistants. The bottom is where they enquire and buy, measured by forms, leads and wins. A channel with high views and low clicks usually belongs at the top.
From December 2025 to March 2026, Royal Radon recorded 35 leads and 11 recorded wins worth $21,650, a 31% lead-to-win rate. Free-test jobs and test entries are excluded. The first job came from a homeowner who found the site through Google on a phone, clicked Book assessment and sent the form about two minutes later.
Both, plus direct enquiries. Of the 11 recorded wins, 5 were traced to Google Ads by click ID, 1 to organic search, 4 came in by phone, chatbot or other direct routes, and 1 has no recorded source. A launch works because the channels support each other. This case study does not credit all wins to one channel.
Yes, on specific searches. Royal Radon ranked number 1 for "radon map calgary", "radon gas map calgary" and "radon in calgary map", ahead of firms that have been in the market for years, by publishing a Calgary radon map resource that homeowners wanted. Across all tracked searches it was still behind the three leaders, whose average visibility was 16.6% to 19.0%.
Radon testing and mitigation demand in Calgary slows in spring, so leads and sales are reported for November 2025 to March 2026, the active season. Visibility and awareness are reported for the whole period, because they take months to grow.
No. They are recorded wins and their project values in the company's HubSpot CRM. They are not collected revenue, margin or return on ad spend, and this case study makes no return-on-ad-spend claim.
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