By focusing on SEO instead of paid ads, True North Restoration went from “just getting by” at around $100,000 in jobs to becoming the #1 ranked log home restoration company in Ontario — and now pulls in enough jobs every day to pick and choose which ones to take.
Back in December 2022, I started working with Brad Schultz, the owner of True North Restoration.
At the time, Brad’s company was doing good work, but he wasn’t showing up online. He was spending money on paid ads just to scrape by, landing around $100,000 in jobs a year.
Brad didn’t have a visibility problem in the real world — people loved his work. He had an SEO problem.
When we started, Brad was spending thousands every year on ads just to keep leads coming in. The first step was simple:
Build him an SEO foundation strong enough to turn off the ads completely.
Create a long-term system where new jobs would come in naturally through Google — both organic search and the Google Map Pack.
Here’s how we built that foundation over two years:
Renovated the entire site with a high-performing design.
Clear calls to action so homeowners knew exactly how to contact him.
Fixed NAP (Name, Address, Phone number) everywhere to keep signals consistent.
Built over 100 social profiles pointing back to True North.
Sent signals to Google and large language models (LLMs) that this was a legit, trusted restoration company.
Added over 10 new service pages targeting different restoration needs.
Each page had proper meta titles, descriptions, and keyword focus.
The homepage was optimized for “Log Home Restoration Ontario.”
Placed the site on relevant, high-quality directories and industry sites.
Built authority in Google’s eyes by showing Brad wasn’t just another small contractor, but a trusted restoration expert.
This was a game-changer. We:
Added service areas.
Posted regularly with GMB updates.
Added detailed owner info (real people, not faceless brand).
Wrote an organic keyword-rich business description.
Added services with keywords in the title + description.
Uploaded new, high-quality photos.
All of this made the GBP stand out while aligning with what Google wants to see.
Fast forward to 2025. Here’s where True North stands:
Ranked #1 for “Log Home Restoration Ontario” in both organic results and the Google Map Pack.
Jobs are coming in daily — not trickling in like before.
Brad has enough volume that he can choose the jobs he wants, instead of taking whatever comes.
Paid ads? Gone. He hasn’t needed them for years, saving thousands in ad spend.
That’s what 2 years of consistent SEO can do.
The truth is, Brad didn’t do anything other companies can’t. What made the difference was:
Consistency: Small, steady SEO improvements add up.
Local Focus: Optimizing for Ontario + service areas put him in front of the right homeowners.
Trust Building: Reviews, backlinks, profiles, and photos told Google (and customers) he was legit.
Map Pack Dominance: Ranking in the top 3 map results drives the majority of calls.
Most restoration companies miss these details. But when you get them right, it changes everything.
Paid ads stop when you stop paying. SEO keeps working.
Optimized websites + Google Business Profiles = more jobs, more trust, more calls.
True North Restoration went from $100k/year to 2.5x more jobs by making SEO the foundation of their business.
With SEO, you’re not just “seen.” You’re trusted. And that’s what homeowners want when disaster strikes.
How long does SEO take to work?
You’ll see small gains in a few months, but true, long-term results (like Brad’s) often take 1–2 years.
Can SEO really replace paid ads?
Yes. Once you rank in the top 3 Map Pack + organic results, you can turn ads off and still get steady jobs.
What’s the #1 thing restoration companies overlook?
Their Google Business Profile. It’s where most calls come from, but most companies set it up once and forget about it.
Do I need 100 social profiles like True North?
Not always, but the idea is to spread trust signals across the web. The more legit your company looks online, the better Google ranks you.
What if my competitors are bigger than me?
SEO levels the playing field. Even a small company can outrank a national brand by targeting local searches and optimizing their presence.
👉 Brad’s story proves it: with the right SEO, a restoration company can go from scraping by to becoming the go-to name in their region.