How Insulated Concrete Systems Hit a 560% PPC Improvement in 90 Days

Insulated Concrete Systems builds some of the most durable, energy-efficient structures in Florida. But when Beth came to us, her digital presence did not reflect the quality of work her crews put in every day. The website was losing leads. The ad spend was burning budget with little to show for it. Organic visibility was thin.

We started at the foundation, which is the only place we ever start.

A fully custom website was built to reflect the authority ICS had earned in the ICF construction market. The copy was written for humans first and structured for AI and search engines second. Every service page was built around real buyer language, not generic contractor boilerplate.

From there, we layered in AEO markup and FAQ architecture so that when someone asks an AI assistant about ICF construction, insulated concrete pools, or hurricane-resistant homes in Florida, Insulated Concrete Systems has a seat at the table. SEO work focused on technical crawl hygiene, schema accuracy, and internal link structure that actually means something.

On the paid side, we rebuilt the Google Ads campaigns from the ground up. Keyword segmentation, negative match hygiene, landing page alignment with ad intent, and conversion tracking that tied every click to a real outcome. Within 90 days, PPC performance had improved 560%.

That number is not a rounding error. It reflects what happens when the website, the ads, and the conversion path are all pulling in the same direction.

Brevard SEM completely changed how we show up online. Our phone is ringing with the right people and the ads are finally working the way we always hoped they would. Brevard SEM really came through for us. — Beth, Owner, Insulated Concrete Systems

Technical Changes Made:

• Rebuilt Google Ads campaign architecture with tightened keyword match types, audience segmentation by service line (residential ICF, ICF pools, consultation), and negative keyword lists that eliminated wasted spend before the first new dollar went live.
• Implemented structured data markup (LocalBusiness, FAQPage, Service schema) across all core pages, feeding AEO signals to Google, ChatGPT, Gemini, and Perplexity for ICF-related queries in Florida markets.
• Developed custom conversion-optimized landing pages with heatmap-informed layouts, CTA placement tested against call tracking data, and load speeds optimized to reduce mobile bounce rates.