Mascore Helical Piles

Since 2015, Mascore Inc. has been a leader in designing, supplying, installing, and consulting on helical pile foundations. Known for their durability and efficiency, Mascore serves residential, commercial, and industrial projects across North America. They cater to a diverse clientele, offering standard and custom helical piles, equipment rentals, and comprehensive training, ensuring adaptable, immediate load-bearing foundations for various soil conditions.

Under Owner Max Hill, Mascore’s revenue soared from $900,000 in 2020 to $2,400,000 in 2021. Aiming to dominate Google Organic Rankings nationwide, their marketing goals included improving organic rankings in the U.S. and generating leads for helical pile sales. Max was introduced to Intrigue through a mutual connection. Together, they discussed Mascore’s goals and vision. This collaboration led to the development of a strategic marketing plan tailored to Mascore’s ambitions for growth and expansion.

Step 1: Email Marketing

To keep Mascore top-of-mind with customers and prospects, we recommended sending two CASL (Canada’s Anti-Spam Legislation) compliant email newsletters. These emails aimed to establish Mascore as a trusted helical pile expert, drive traffic to their website and social media, and generate leads and revenue. The content included current and past projects, valuable tips, promotions, images, and videos.

Step 2: Updated Landing Pages

With a goal of expanding into the US, we recommended first strengthening Mascore’s website authority by creating content to showcase expertise before targeting specific geographies. This strategy would bridge the gap between the terms Mascore ranks for and their competitors and encourage organic backlinks.

While Mascore was dominant locally in the Greater Toronto Area, US competition analysis showed a need for a long-term growth strategy despite some existing key-term rankings.

We advised developing pages focusing on decks, sheds, cabins, houses, foundation repairs, and solar, as well as a page dedicated to Applications to improve search engine results page rankings and enhance user experience and conversion rates.

Step 3: Google Ad Campaign

To boost Mascore Helical Piles’ online presence and drive business growth, Intrigue implemented a comprehensive Google Ads strategy covering search, display awareness, and remarketing campaigns.

• Search Campaign: Intrigue aimed to dominate Google SERPs by targeting high-intent search queries, increasing impressions, clicks, traffic, and leads in New Jersey, Massachusetts, and Pennsylvania.
• Display Awareness Campaign: This campaign generated interest and awareness for the Mascore brand, replenishing the top of the buyer funnel with increased impressions, clicks, traffic, and leads in the same regions.
• Remarketing Campaign: Intrigue kept the Mascore brand top-of-mind for users in the consideration stage, encouraging return visits and conversions, and focusing on increasing traffic and leads in New Jersey, Massachusetts, and Pennsylvania.

Following a successful initial year, Mascore’s partnership with Intrigue continued. By 2022, their goals evolved to further increase revenue and dominate Google Organic Rankings nationwide. Revenue soared from $900,000 in 2020 to $2,400,000 in 2021, reaching $4,000,000 in 2022.
Their marketing objectives included maintaining a cost per lead of $100, generating leads for helical pile sales in the USA, and improving organic rankings in key areas. For 2023 and 2024, Mascore aimed to expand further into the USA, becoming a trusted brand for helical piles in North America with a revenue goal of $5.5 million. They focused on maintaining a CPQL of less than $100 from all sources, ensuring continued growth and market dominance.

As the partnership and strategy progressed, Intrigue recommended enhancing Mascore’s website with nine state geography pages, five installer profile pages, and a Helical Pile Rental Equipment page to increase visibility, drive traffic, and attract new keywords. A comprehensive, SEO-optimized pillar blog post on helical piles was created, supported by sub-blogs and high-quality backlinks to boost domain authority and search rankings. State-specific landing pages were developed for all 50 states, starting with Illinois, Idaho, West Virginia, Indiana, Washington, Tennessee, Utah, Texas, Iowa, and Missouri, with potential for further expansion. The successful Google Ads campaign continued with a higher budget, targeting states with the highest traffic potential.

Since partnering with Intrigue, Mascore has achieved notable improvements in SEO performance, reflecting a well-executed strategy and strong online presence.

In Canada, Mascore’s visibility has increased by 1.54%, with 7 new keywords in the top 3 and 9 in the top 10 positions. Keywords such as “screw pile installers near me” and “dock pilings” have seen significant gains. The estimated traffic for key pages has grown, indicating better user engagement and search engine rankings.

One of the most significant achievements is that the majority of Mascore’s US leads are now coming organically, a stark contrast to the barely received US leads prior to working with Intrigue. This organic growth has become the main source of leads for Mascore. In the US, visibility has improved by 3.27%, with 14 new keywords in the top 3 and 25 in the top 10, including terms like “helical pier equipment rental” and “helical pier drive head for rent.” This boost in high-ranking keywords enhances Mascore’s competitive edge, despite some specific pages experiencing traffic declines. The overall increase in high-ranking keywords underscores the effectiveness of a robust SEO strategy.

These SEO advancements have solidified Mascore’s market presence in both Canada and the US, driving organic traffic and improving keyword rankings, thereby supporting their expansion goals and revenue growth.

By implementing targeted content strategies, updated landing pages, and a comprehensive Google Ads campaign, Mascore has successfully strengthened its authority and visibility online. Their average cost per lead is $81, showcasing cost-effective lead generation and continued growth in the helical pile market across North America.