Martech Transformation for Able Leak Detection: A Comprehensive Case Study

Phase 1: Website Overhaul & SEO Foundation

The first phase focused on upgrading ALD’s website structure and performance. Freewave Digital designed and launched SEO-optimised service area pages for all key markets, improving lead capture through enhanced enquiry forms. Critical tracking tools, including Google Tag Manager, Meta Pixel, and Google Analytics, were integrated to accurately track conversions and user behaviour. Foundational SEO strategies such as keyword optimisation, technical improvements, and on-page enhancements were executed to lift search engine visibility.

Phase 2: Content & Social Media Strategy

Following the website launch, focus shifted to content marketing and social media engagement. Freewave Digital created a series of SEO-optimised blogs targeting common customer pain points and seasonal needs. This content not only improved organic rankings but also positioned ALD as an authority in their field. In parallel, a social media strategy was developed to boost brand visibility and engagement, supported by optimised Google Business Profiles to enhance local search performance.

Phase 3: Paid Advertising & Analytics

Freewave Digital launched targeted Google Ads campaigns to drive immediate lead generation across high priority service areas. Seasonal advertising strategies were implemented to align with peak demand periods, such as Summer. A custom conversion tracking framework was established through Google Tag Manager and Meta Events Manager, enabling detailed analysis of lead sources, campaign ROI, and customer journeys.

Phase 4: CRM Implementation (Formitize)

A major milestone of the project was the rollout of a custom CRM system using Formitize. Freewave Digital designed workflows that automated enquiry processing, job booking, technician scheduling, quoting, invoicing, and customer communications. Specialised internal job reports and external client-facing documents were built into the workflow to enhance service delivery and transparency. The CRM was integrated with Xero for invoicing, and technician time tracking was implemented to streamline onsite job management. Staff and franchisees were fully trained to ensure system adoption across the business.

Phase 5: Operational & Franchise Consulting

Beyond Martech, Freewave Digital provided consulting on operational scalability. A centralised email system was set up using Google Workspace, and a billing structure was introduced to manage franchise contributions toward digital infrastructure and marketing. Ongoing consulting support focused on refining workflows, optimising business processes, and preparing ALD for long-term national growth.