- Local SEO
- SEO
- PPC
- Website
Adkins & Sons Windows
5x organic traffic — and #1 rankings across their entire service area
- Industry
- Replacement windows, doors & siding
- Market
- Family-owned; ~25 markets across metro Detroit
- Sales motion
- In-home quotes, seasonal demand
- Engagement
- Early 2025 — ongoing
The Challenge
Adkins & Sons is a family-owned window and door company doing excellent installation work across metro Detroit. Their market is one of the toughest shapes in local search: dozens of suburbs, each with its own "replacement windows near me" ecosystem — and lead-gen aggregators spending heavily to intercept homeowners and resell those same leads back to local contractors.
The opportunity was straightforward: a company this good at the work should be the one homeowners find directly, in every city they serve, without paying a middleman for its own market.
The Strategy
A page for every market they serve
Service-area pages for every city in the footprint — windows, doors, and energy-efficiency queries for each suburb, built on one clean technical foundation instead of one generic page competing everywhere and winning nowhere.
Rebuild the local trust signals
Google Business Profile rebuild, citation cleanup, and a review generation system that turned happy customers into visible proof — earned, not bought.
Convert the traffic, don't just win it
Click-to-call everywhere, financing front and center, before/after galleries, and the quote form cut from 11 fields to 4.
PPC where it compounds
Paid coverage on high-intent replacement and installation queries, geofenced to the true service area, with a seasonal rhythm matched to when homeowners actually buy.
Track every market like its own campaign
300 keywords tracked across the metro — every suburb's rankings reviewed and reworked on their own merits.
One year in, Adkins & Sons ranks #1 in market after market across metro Detroit — with 5x the organic traffic and a keyword footprint that has grown tenfold.
The Results
(GA4 and SEMrush, December 2024 – June 2026)
Window demand is seasonal, so the honest comparison is season against season — and every season since launch has run multiples ahead of its pre-engagement equivalent. A year in, the sustained level is 5x the starting baseline, and the winter trough now sits 3.5x above the winter it replaced.
- 5x
- Organic traffic
- 58
- Keywords at #1
- 88
- Keywords in top 3
- 10x
- Keyword footprint
sustained vs. pre-engagement baseline
across ~25 metro Detroit markets
of 300 tracked
total ranking keywords, at peak
Source: GA4, organic search channel — winter 2024–25 baseline = 100
TKX engagement begins
Owning the map, suburb by suburb
A sample of tracked local terms now at #1 — SEMrush position tracking
| Keyword | Before | After |
|---|---|---|
| energy efficient windows — Grosse Ile Twp | #2 | #1 |
| energy efficient windows — Flat Rock | #4 | #1 |
| energy efficient windows — Gibraltar | #4 | #1 |
| energy efficient windows — Riverview | #5 | #1 |
| exterior doors — Allen Park | #1 | #1 — held all year |
| energy efficient windows — Southgate | #1 | #1 — held all year |
Before and after
| Metric | Before | After |
|---|---|---|
| Organic traffic, sustained | Baseline (winter 2024–25) | 5x |
| Winter season, year over year | Baseline | 3.5x |
| Keywords ranking #1 | — | 58 of 300 tracked |
| Keywords in top 3 | — | 88 |
| Total organic keyword footprint | Baseline | Up to 10x |
How it unfolded
Early 2025
Engagement begins. Technical foundation and the first wave of service-area pages ship.
First 90 days
Organic traffic runs 4x the pre-engagement baseline as the market pages start ranking.
Summer 2025
Keyword footprint multiplies; #1 positions land across the Downriver suburbs.
Fall 2025
Best stretch yet — organic traffic holds near 6x baseline through peak season.
Spring 2026
58 tracked keywords at #1, 88 in the top 3 — traffic still 5x the launch baseline, a full year later.
Why it worked
Multi-market local SEO is a coverage game. No single page can rank in 25 suburbs. A dedicated, genuinely local page per market — on one strong domain — is what turned an entire metro footprint into #1 positions.
Seasonality is a feature if you plan for it. The campaign rhythm was built around when homeowners buy windows. Every peak season since launch has set a new high, and every off-season now outruns the previous year's peak-adjacent months.
Beating the aggregators means being the better result. Lead-gen sites win on volume; a local company wins on relevance and proof. Real local pages, real reviews, and real photos outrank rented listings.
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