OLSON’S IRON & DISPOSAL
DIGITAL MARKETING
CASE STUDY
New website and digital marketing increase visibility, generate leads, and support growth.
Olson’s Iron & Disposal is a family-owned and operated business that specializes in dumpster rental, scrap metal recycling, buying junk vehicles, and portable car crushing. They operate out of Seneca, Illinois, with additional locations in Fairbury, Illinois, and Bloomington, Illinois.
The Challenge
Olson’s came to us looking for help after Google suspended their pay-per-click (PPC) ad campaigns due to a compliance issue. Since PPC was an important source of leads for the business, getting the campaigns back online quickly was essential.
Once the campaigns were reinstated, we took a broader look at the company’s digital marketing efforts. Their existing website consisted of a single scrolling page that attempted to represent four different services across three locations. While functional, it didn’t provide enough information for customers, had limited search engine visibility and wasn’t structured to support long-term SEO or PPC success.
The client wanted a local marketing partner who could not only resolve the immediate issue but also develop a strategy for sustainable growth.
Strategy Execution
Our first task was restoring Olson’s Google Ads account so campaigns could resume as quickly as possible. Working alongside the client and their web developer, we helped navigate Google’s compliance requirements until the campaigns were successfully reinstated.
With that issue resolved, we presented a comprehensive digital marketing plan focused on improving both paid and organic search performance.
The centerpiece of the project was a complete website redesign. Rather than relying on a single-page website, we developed a modern, multi-page site that gives each service the attention it deserves. The new website includes dedicated pages for dumpster rental, scrap metal recycling, junk vehicle purchasing and portable car crushing, along with an expanded About Us page, improved service area landing page, individual location pages and supporting content throughout the site.
Every page was written using a combination of human copywriting and AI tools to optimize them around targeted keywords to improve search visibility while accurately representing Olson’s services. The separate location pages also serve as more effective landing pages for PPC campaigns, allowing performance to be measured and optimized by location.
As part of our strategic recommendations, we also helped transition the company’s website hosting and domain registration into accounts owned by the client. Previously, a third party controlled those assets. We believe businesses should always own their digital assets to protect their long-term investment and maintain full control over their online presence.
We also reviewed PPC performance with the Olson’s team and refined campaign targeting based on real customer feedback. By eliminating keywords that generated calls for services they don’t provide, we improved campaign efficiency and reduced wasted ad spend.
To support the new website, we also completed a foundational SEO optimization and continue managing PPC campaigns designed specifically for Olson’s service offerings and locations. We also oversaw the design and printing of Google review cards that feature location-specific QR codes that customers can scan to conveniently leave the company a 5-star review.
The Results
The new website establishes a much stronger digital foundation for Olson’s Iron & Disposal and positions the company for long-term growth.
Instead of trying to communicate everything on a single page, the new site provides dedicated landing pages for each service and location, creating a better experience for customers while improving opportunities to rank in Google search results. The expanded site architecture also allows PPC campaigns to direct visitors to highly relevant landing pages, improving both reporting and future optimization efforts.
Equally important, Olson’s now owns its website hosting and domain registration, giving the company complete control over its digital assets moving forward.
The project progressed smoothly thanks to excellent collaboration between both teams. Olson’s was responsive throughout the process and trusted our team to lead the content creation, website development and digital marketing strategy. That partnership enabled us to move quickly and deliver a comprehensive marketing solution in approximately one month.
With a modern website, optimized PPC campaigns and foundational SEO, Olson’s Iron & Disposal is well positioned to increase visibility, generate more qualified leads and support continued business growth.
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