Case Study · Restoration, Remodeling & Roofing
How an In-House Team Became the #1 Contractor in Lakewood
GTG Construction had the reputation — all in-house crews, zero subcontractors, 100% five-star reviews. They needed the digital presence to match. Research into what homeowners actually fear about hiring a contractor shaped everything we built.
The Reputation Was Real. The Digital Presence Wasn't.
GTG Construction is a family-operated contractor in Lakewood, WA covering insurance restoration, remodeling, and roofing across the Puget Sound. Every crew member is a W-2 employee. No subcontractors. No handoffs. The team that starts your project finishes it.
40+ five-star reviews. An in-house team of certified professionals. A physical showroom. None of it showed up when homeowners searched online.
Their competitors — SERVPRO, Paul Davis — had the search visibility and brand recognition. GTG had the better service. The market didn't know it.
What Homeowners Actually Fear About Hiring a Contractor
We studied the competitive landscape and buyer behavior. Five concerns dominated every decision:
1. Cost and budget (44%). Fear of hidden fees or being overcharged. GTG's transparent billing and line-item estimates address this directly.
2. Contractor trustworthiness (42%). Horror stories from friends, contractors who disappear mid-project. GTG's in-house employment model means accountability at every level.
3. Project duration (38%). Nobody wants their kitchen torn apart for three months. GTG crews show up at 8:30 every morning and work full days.
4. Quality and durability (35%). Will the work hold up? Certified professionals on every crew, incentivized to complete the job — not pulled off when something else comes along.
5. Hidden problems (30%). Fear the project will uncover something expensive. GTG communicates contingency plans before work starts.
The in-house model addresses the top four. That became the centerpiece of every message.
A Digital Presence That Proves the Difference
Website. A professional site built to communicate trust before the first phone call. Service pages structured around the concerns research uncovered — cost transparency, in-house crews, project timelines. Every page reinforces the difference between GTG and franchise competitors.
SEO. Targeted the Lakewood and South Sound market for restoration, remodeling, and roofing keywords. Content built around the questions homeowners actually ask — not generic contractor copy. Local search optimization to compete with national franchise brands.
Digital Ads. Google and Meta campaigns targeting homeowners actively searching for contractors and those recovering from property damage. Ad messaging grounded in the research — leading with the in-house team, transparent pricing, and five-star track record.
The Numbers
- +3x return on ad spend.
- +#1 ranked Lakewood general contractor by Quality Business Awards.
- +100% five-star rating across 40+ reviews.
- +Local search visibility for keywords across Pierce County.
Frequently Asked Questions
Q: What services did Cascade provide for GTG Construction?
Website design and development, SEO for the Lakewood and South Sound market, and digital advertising campaigns on Google and Meta.
Q: How does Cascade approach marketing for contractors?
Research first. We study buyer concerns, competitive positioning, and search behavior in the local market. For GTG, that meant understanding that homeowners worry most about cost and trustworthiness, then building every message around the in-house model that addresses those concerns.
Q: Does Cascade work with other construction companies?
We work with professional service firms across industries. Each client gets a strategy built on their specific market. What we built for GTG would look different for a different contractor in a different market.
What Would Research Reveal About Your Market?
Every market has buyer concerns, competitive gaps, and search patterns we can study. Let's find yours.
Let's Talk About Your Market