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Web Design / Google Ads / Conversion / Data

01 Case study

Appraisals by Dale

Burned once. Now the phone rings.

Dale came to us after getting burned. A previous company took his money, built a website that didn’t work, and billed him every month while the phone stayed silent. He was a Certified Residential Appraiser running almost entirely on referrals, and he needed to grow beyond the people who already knew him. We rebuilt the site and the Google Ads program together, wired to one number: booked appraisals.

The Appraisals by Dale website (appraisalsbydale.com)
Live · appraisalsbydale.com
  • 25Closed leadsCompany record · March 2026
  • ↗Year over yearBeat the previous March
  • 5.0Google ratingAcross 30 reviews
  • 851+Appraisals deliveredLifetime, and counting

The problem

Paid a fortune. Phone never rang.

Before Argent Foundry, Dale had been sold a website that didn’t work and a monthly bill that never stopped, and in return the phone stayed quiet. His real business, a specialized appraisal practice covering PMI removals, tax protests, divorce and estate work, was running almost entirely on referrals. That’s a ceiling. To grow, he needed a digital presence that actually performed and a paid-search program that produced appraisals, not traffic.

The solution

A rebuild that actually rings.

We rebuilt Dale’s web presence and his Google Ads program together. A site written to convert; campaigns matched to real search intent; keywords tightened and a hard negative-keyword list to kill the waste; conversion tracking wired to booked appraisals instead of form fills. Now the phone rings, and the leads are his own. Dale still takes the occasional referral. He no longer depends on them.

What we did

  • Website rebuild

    A site written to convert

  • Campaign structure

    Rebuilt account & campaigns

  • Search intent

    Ads mapped to real queries

  • Keywords & negatives

    Cut the wasted spend

  • Conversion tracking

    Tied to booked appraisals

  • Ongoing optimization

    Tuned every week

The build

The system behind the number: a rebuilt site, an intent-led Google Ads program, and a landing page with one job: turning a click into a booked appraisal.

The landing page. One job: turn a click into a booked appraisal
The landing page. One job: turn a click into a booked appraisal
Found first for “home appraisals” across the Austin area
Found first for “home appraisals” across the Austin area
Dale Martsolf, Certified Residential Appraiser
Dale Martsolf, Certified Residential Appraiser
Every report backed by real market data
Every report backed by real market data
Better-qualified leads mean better conversations
Better-qualified leads mean better conversations
Serving Williamson & Travis counties and greater Austin
Serving Williamson & Travis counties and greater Austin

The results

March 2026 produced a company record, and it held.

Closed leads by month

Monthly trend illustrative · headline figure confirmed

Additional wins

  • A company-record 25 closed leads in March 2026
  • Leads are his own; referrals went from the business to a bonus
  • Ranked #1 in the Google local pack for “home appraisals”
  • 5.0 rating across 30 Google reviews
  • Higher-value work: more PMI, tax-protest and estate appraisals
  • Conversion tracking tied to booked appraisals, not form fills

Appraisals by Dale goes above and beyond the typical appraiser. Their knowledge of the local market is unmatched. Top notch!

Jennie N.Client review · Google

Real businesses.
Real results.

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