How WebHorse Marketing took McCormick Foundations from absolutely no online presence to 57 conversions at $23.55 cost per conversion in just 6 months.
McCormick Foundations is a family owned and operated foundation repair and structural services company based in Albion, Michigan with over 30 years of experience in the industry. They have spent three decades building a reputation for quality work and honest service across mid-Michigan. For most of those 30 years, their business came almost entirely from word of mouth. No website. No online presence. No digital footprint to speak of.
That changed in 2025 when McCormick Foundations came to WebHorse Marketing ready to take the next step. They knew the demand was out there — homeowners searching for exactly the services they had been providing for decades — they just were not showing up when those homeowners went looking. WebHorse built them a brand new website and launched a Google Ads campaign, and within 6 months McCormick Foundations went from completely invisible online to a legitimate competitor in their local market.
For a business with zero online history, the results McCormick Foundations achieved in just 6 months were nothing short of remarkable. In just 6 months the campaign generated 57 conversions at a cost per conversion of $23.55 and a 7.12% conversion rate — all from a standing start with no prior online presence to build on. McCormick Foundations entered the market ranked dead last out of 13 competitors. By the end of the campaign they had climbed to number 7.
When McCormick Foundations came to WebHorse in 2025, the first order of business was building a digital foundation… quite literally! Before a single ad could run, they needed a website that could convert the traffic we were about to send to it. WebHorse designed and launched a brand new site that was built for performance. Clean, fast, easy to navigate, and structured to turn visitors into leads.
Within 6 months the site had already achieved a Domain Rating of 9, which for a brand new website in a competitive local service industry is a genuinely impressive milestone and a sign that the foundation being built online was as solid as the work McCormick does in the field.
With the website live, WebHorse launched a Performance Max Google Ads campaign in July 2025 targeting a 20 mile radius around Albion, Michigan. Rather than a broad approach, the campaign was laser focused on the local market: reaching those actively searching for foundation repair, basement waterproofing, structural lifting, and the other specialized services McCormick had been delivering for over 30 years. The targeting, the creative, and the landing experience all worked together to drive high intent traffic to a site that was built to close.
The Auction Insights data tells the competitive story better than anything else. When the campaign launched, McCormick Foundations was ranked last out of 13 competitors in their market – a reflection of starting with zero digital history in an established competitive landscape. By November 2025, just 6 months later, they had climbed to number 7. That kind of movement in that short a timeframe, for a brand new website with no prior authority, is exactly what happens when the right strategy and the right execution come together from day one.
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