Case Study
Sunrise Irrigation – Scaling from $500K to $15M in Annual Revenue
Client: Sunrise Irrigation
Industry: Home Services – Irrigation, Lighting, and Pest Control
Objective
Sunrise Irrigation, a home service provider based in Palm Harbor, Florida, set out to grow from a small, referral-based operation into a dominant regional brand. Their goal was to generate consistent, high-quality leads, expand geographically beyond their initial county, and build a scalable marketing system that could power long-term revenue growth.
Results Snapshot
| Metric | 2018 | 2014 | Change |
|---|---|---|---|
| Annual Revenue | $500,000 | $15,000,000 | +2900% |
| Service Area | 1 county | 6 counties | 6x Expansion |
| Leads per County/Month | 40–60 (est.) | 200+ consistently | +233%+ |
| Ad Budget Efficiency | Basic Google Ads | Balanced GLSA + Meta + Search | ✅ High ROI |
Challenges
By 2018, Sunrise Irrigation had plateaued using traditional tactics. They were overly reliant on referrals and basic Google Ads campaigns, limiting their ability to generate steady leads or explore new service areas. Key growth barriers included a lack of geographic reach, limited digital ad strategy, inconsistent lead volume, and no clear path to scaling services or staff efficiently. To achieve significant growth, they needed a smarter, phased marketing blueprint that could evolve alongside the business.
Solution
Sunrise partnered with We Are Paid Search to develop and execute a three-phase growth plan. The strategy began with Google Local Services Ads (GLSA), targeting high-intent, ready-to-buy searchers in their home county. After dominating locally, Sunrise reintroduced Google Ads with segmented campaigns focused on search, display, and Smart Campaigns to capture more traffic. As growth accelerated, Phase 3 involved expanding into new counties, launching location-specific ad campaigns, introducing complementary services like mosquito control and lighting, and retargeting past clients through Meta Ads to boost reviews and referrals. Budget allocation was adjusted dynamically throughout the year to manage seasonal demand.
Our Digital Growth Strategy for Home Services
Phase 1: Google Local Services Domination
- Adopted GLSA in 2018 and transitioned all Google Ads budget to the pay-per-lead model
- Generated 200+ calls/month in Pinellas County on a $3K/month budget
- Hired staff to meet rising demand and fulfill scheduled jobs
Phase 2: Diversifying with Google Ads
- Reintroduced Google Search and Smart Campaigns to drive additional volume
- Targeted new regions with hyperlocal campaigns in Pasco and Hillsborough Counties
- Combined Smart Campaigns and Display Network ads for low-cost reach and branding
Phase 3: Building a Scalable Demand Engine
- Expanded GLSA and Google Ads campaigns into six counties
- Introduced new services: landscape lighting, mosquito control, and annual maintenance plans
- Used Meta Ads for retargeting and showcasing 5-star reviews
Adjusted ad spend to match seasonality and capacity, avoiding over/underbooking
Results
Over a six-year period, Sunrise Irrigation achieved a 30x revenue increase—growing from $500K to $15M annually by 2024. By executing a multi-phase digital ad strategy tailored to their industry, they expanded from a single-county provider into a dominant brand across six counties in West Florida. The marketing system generated more than 200 leads/month per region, while also supporting operational growth with workforce expansion and diversified service offerings.
Conclusion
Sunrise Irrigation’s transformation proves that trades businesses can scale aggressively with the right marketing blueprint. By combining high-intent local lead generation, strategic regional expansion, and operational readiness, they’ve created a demand engine that fuels long-term dominance. This approach is a repeatable roadmap for other home service brands ready to go from local to legendary.
