Memphis searches for water and fire help every day. Delta is not in the race yet.
You hold the first page only for searches that already include your name, and none of the searches that do not. This plan closes the $500K gap with qualified water and fire leads.
Where Delta Construction and Restoration stands today
The bottleneck is leads, and only leads. Close rates, response time, and production capacity are already better than most restoration companies in the country.
Delta ownership, discovery call, July 23, 2026
You rank when people already know you
Your two first-page positions are both searches with "delta" in them. For every Memphis water and fire phrase, you sit on page two or three.
Trust score of 6 out of 100
That is Semrush's estimate of the trust your site has earned through links from other websites. It is the reason page two is your ceiling right now.
Zero internet leads, three agencies deep
Your CRM requires a verified lead source on every customer, so the zero is not a guess. Your ad account now shows why, and it is not a mystery.
Your profile only comes up for your name
Every search Google names as having surfaced your Business Profile in the last six months was your company name. Only 12 percent of people who found it came through Google Maps.
Your website introduces you as a roofer
The homepage title leads with roofing, and no suburb you serve has its own page. Both are fixable on your current site.
Sources: your Google Business Profile performance data, April to September 2026. Semrush domain and position reports and direct site inspection, August 2026. Your CRM figures come from the discovery call.
What the data shows
Your own two accounts now confirm what the rankings showed. Independent local operators are winning the Memphis water and fire searches, so this is not a franchise-only market. It is a market you are not being entered into.
Source: Semrush keyword reports, August 2026. One phrase reports two different volumes across Semrush tools, so it is shown as a range.
Your side of the bar is enlarged so it stays visible. The 20 is Semrush's estimate, modeled from your ranking positions rather than measured on your site, and it excludes brand searches, map clicks, and referral visits, so your true total runs higher. Your website has no analytics yet, so it stays an estimate.
Saturation point modeled from search volume against your own click prices, which averaged $39.72 on core services search and $43.46 on emergency restoration over the last twelve months.
Of the $427 your top twelve search terms spent over twelve months, about $384 went to people searching for help paying for repairs on their own home. Not one of those twelve terms mentions water, fire, flood, or mold.
Qualified leads from marketing this year. The ads were reaching a real audience. It was not your audience, and that is why the two numbers never agreed.
Source: your Google Ads account 451-112-7574, search terms report, September 2025 to September 2026. Four were blocked eventually, but only after the money was spent.
What is working against you right now
Every item below came out of your own two accounts and the zip list Brittany sent us. Three sit with you, because only you can action them. The rest carry trade-offs, which is the work you would be hiring us for.
Your map profile and your zip list disagree
Your Business Profile names Memphis first and Bartlett third among its ten service areas. Both sit on the exclude list Brittany sent. Six of the ten match her list, two do not.
Your profile description claims the whole metro
It reads "now serving Memphis, Germantown, Bartlett, Cordova, Rossville, Olive Branch, Mt. Pleasant, and the Greater Memphis Area." Four of those towns sit outside the map you drew, and that last phrase hands Google the entire region.
Google has you filed as a construction company
Your profile carries general contractor, roofing contractor, and construction company alongside water damage restoration. That is why "delta construction" is the search that finds you, and why "construction companies near me" turns up in your own profile data.
The campaign named for emergencies has barely run
It spent $260.74 over twelve months, took six clicks, and produced nothing. Only two of its ten target areas have ever served an ad. The service that pays you best is not running.
Your two ad campaigns buy different maps
Your main search campaign targets eight places, all on Brittany's list, and is set up correctly. Your Performance Max campaign adds Cordova and Countrywood, which are on neither list.
You have no Yelp listing at all
Yelp counts 23,416 people a month searching its damage restoration, abatement, and roofing categories in your market. There is no Delta listing for any of them to find.
Who does what
| What to do | Owner | Why |
|---|---|---|
| Claim your Yelp listing | Delta | Only the business can claim and verify it |
| Set up and verify your own Local Services account | Delta | Google requires that account in your name, not ours |
| Tell us whether you want metro-wide searches at all | Delta, at the walkthrough | Suburb homeowners still search "memphis", so it is your call |
| Rewrite the profile description and reorder the categories | ajile, week 1 | Moves you out of the construction bucket you are sitting in |
| Set the service area once the first map scan shows where you rank | ajile, month 1 | Changing it blind can cost more visibility than it saves |
| Put both ad campaigns on one map | ajile, week 1 | Cordova and Countrywood come out of Performance Max |
| Rebuild keywords and negatives | ajile, week 1 | Around nine in ten dollars of top-term spend reaches the wrong intent |
| Restart the emergency campaign across every approved area | ajile, week 1 | Water and fire work is where your largest jobs come from |
| Reset conversion tracking to count booked jobs | ajile, week 1 | Today's numbers count repair-assistance enquiries as leads |
| Build a real page for every suburb you serve | ajile, months 1 to 3 | Pages are what rank locally, and you have none |
Sources: your Google Business Profile and Google Ads account 451-112-7574, September 2026. The zip list Brittany sent and Yelp category data supplied by Yelp, both September 2026.
Every service tied to a finding
Closing $500K at your $30K average job takes about 17 jobs, which at your 55% close rate is about 30 qualified leads, roughly 6 a month. Two services are deliberately cut, and this page says which and why.
Search Foundation, Metro coverage
The finding: 98 ranking terms, first page only on searches containing your own name, and a trust score of 6 out of 100.
The move: the full water and fire search program sized to the Memphis metro, including the re-titled site, suburb pages, local content, citations, and your verified business profile.
The result: 1 to 2 of the 6 monthly qualified leads the $500K gap requires, building from month 4 as the new pages index.
Maps Optimization, Extended coverage
The finding: most of your ranking terms resolve in the map results, across a corridor wider than one office block.
The move: map-position work across the eastern corridor with grid rank tracking on your two money phrases.
The result: the other half of that 1 to 2 monthly qualified leads, in the exact suburbs your crews will drive to.
Google Ads, with Local Services inside
The finding: 900 to 1,100 monthly searches at $17 to $26 a click, and an ad account that spent most of its budget on home-repair-assistance searches.
The move: a one-time rebuild of your campaigns with a conversion landing page, then ongoing management of water search, fire search, and Google's pay-per-lead Local Services ads, which activate in month 2.
The result: 4 to 6 of the 6 monthly qualified leads, starting in month 2, and the only channel fast enough to reach the gap inside 2026.
AI Search Visibility
The finding: 5 of your ranking terms already trigger Google's AI-generated answers.
The move: building citable presence across three themes, water damage, fire damage, and insurance restoration, layered in once the foundation gives the answers something worth citing.
The result: protects your share of those 6 monthly leads from month 2 forward, as more emergency searches end in an AI answer.
What we are NOT proposing: Meta and social ads
No finding ties social advertising to a qualified emergency lead in your window, and its required minimum would divert a large share of your capture budget. A burst pipe is searched, not scrolled past. Revisited at the month 6 review.
What we are NOT proposing: a website rebuild
Your site is a modern build, and nothing in the research says replacing it produces a lead. The title fix and the suburb pages ship inside the search work on your existing platform. Revisited at the month 6 review.
Get Going. Get Better. Get Ahead.
Paid search produces while the compounding channels build, so no month in the detailed period sits idle waiting on Google to re-crawl.
Get Going
- Onboarding in 72 hours, ads live about 48 hours after access
- Campaign rebuild and conversion landing page
- Site re-titled, suburb pages built, call screening live
- Review engine starts, baseline map-grid scan delivered
- AI Search Visibility joins one month after payment; Local Services activates in month 2 on your verified account
Get Better
- Paid tuned on real call transcripts, waste cut out
- Maps Optimization joins two months after payment
- Suburb pages indexed through Google's re-crawl window
- Channel-by-channel revenue reporting against the gap
Get Ahead
- Maps and organic contributing steady qualified leads
- AI answers beginning to cite Delta for restoration queries
- Blended cost per qualified lead falling as free channels take share
- Month 6 verdict sets months 7 to 12
Investment
The structure now. The figures at the walkthrough.
Service investment and ad investment are always shown separately, and every ad dollar passes to Google at cost. We walk the figures through live rather than sending them cold, so every number arrives with the reasoning attached.
How we both stay accountable
Engagements die from "it doesn't feel like it's working," not from bad work. So: named owners, dated actions, and a month 6 verdict written before we start.
1. Your CRM is the scoreboard
Reporting plumbs from call tracking, Google, and your own CRM, and reports revenue by channel rather than clicks.
Measured by: attributed revenue against the $500K gap, monthly.
2. Every call gets screened
Each inbound call is recorded, transcribed, and reviewed, so a grant seeker never counts as a lead and a missed emergency never goes unnoticed.
Measured by: qualified lead count, not raw call volume.
3. Speed, then cadence
Onboarding completes in 72 hours and ads go live about 48 hours after access, then we hold a monthly review rather than weekly check-ins.
Measured by: go-live dates and the month 6 verdict below.
Named owners and dates
| Step | Owner | Target | Status |
|---|---|---|---|
| Discovery call held | Kyle Sorenson and Delta leadership | July 23, 2026 | Done |
| Proposal walkthrough | Kyle Sorenson and everyone involved in the decision | September 2026 | Planned |
| Local Services account verified | Brittany Beaver | Before go-live | Planned |
| Google Ads and Business Profile access granted | Brittany Beaver | September 2026 | Done |
| Website analytics installed | Delta web administrator | Before go-live | Planned |
| Service area zip list supplied | Brittany Beaver | September 2026 | Done |
| Website admin access | Brittany Beaver | At signing | Planned |
| Go-live, baselines, first map-grid scan | ajile Client Success and Project Manager | Month 1 | Planned |
A dedicated Client Success Manager and Project Manager from day 1. Onboarding in 72 hours. Every call recorded, transcribed, and screened.
Revenue-by-channel reporting from your CRM. Baseline map-grid scan in week 1. A monthly review, not weekly babysitting.
Ads and Business Profile access, already granted. Website analytics installed by your web administrator before go-live. Admin and website access at signing.
Your own Local Services account set up and verified, since Google requires it to be yours. The zip list, already supplied.
Review requests from the field team. Sub-hour lead response continues.
Risks, named now
| Risk | How this plan handles it | Level |
|---|---|---|
| Roughly three months of 2026 remain | Paid goes live in week 1 and realistically produces from month 2, so the plan targets the share of the gap the calendar still allows and says plainly that organic arrives in 2027. | Watch |
| This is a bigger ad budget than your account has run | Your account has spent $3,981 since May, which is close to $995 a month. The plan runs above that from month 1, so it starts constrained on a narrow keyword set and widens only where your own auction data says the intent is right. | Watch |
| Past conversion counts cannot be trusted as a baseline | Most of the recorded conversions came from home-repair-assistance searches, so we reset the baseline at go-live and count booked jobs from your CRM rather than signals from the ad platform. | Watch |
| No website analytics exists yet | Your web administrator installs it before go-live. Until then we report from your ad account, your Business Profile, and your CRM. | Watch |
| Local Services verification takes weeks | You start verification now, before signing, so month 2 activation is not waiting on Google. | Watch |
| Lead handling sits with two people | Instant lead alerts and call transcripts are configured in week 1, so nothing waits inside a dashboard for someone to log in. | Watch |
The month 6 verdict
If those are true, months 7 to 12 get planned from results, not faith.
Check it yourself
Nothing here requires trusting us. The paid search and map figures come from your own accounts, and everything still modeled says so where it appears.
- Your Google Ads account 451-112-7574, September 2025 to September 2026: spend, clicks, click prices, conversions, and the search terms your ads were actually bought against. Twelve full months.
- Your Google Business Profile, April to September 2026: profile views, the searches that surfaced you, the split between Search and Maps, and your review position. Google keeps six months of this, so that is the window.
- Semrush, August 2026: search volumes, your ranking positions and trust score, the monthly visit estimate, and competitor visibility.
- Direct site inspection, August 2026: the homepage title, the missing suburb pages, and the service page structure.
- Birdeye public profile, July 2026: competitor review counts.
- Google's published Local Services cost tool: lead cost ranges for restoration in the Memphis area.
- ajile MEDIA 2026 catalog: every investment figure, quoted exactly as listed.
- The discovery call, July 23, 2026: your average job size, close rates, referral lead cost, capacity, and the $500K gap.
Ready to walk through it together.
Bring everyone involved in the decision, the zip map, and every hard question. We go number by number, and if one does not hold up we fix it in front of you.
Pick a time right here. If the calendar does not load, open it in a new tab or call 480.660.8665.