Clean Air Solutions has spent thirty-five years earning trust one duct at a time, built on referrals and the kind of reputation no marketing budget can buy. But even after two decades in business in the Edmonton area, one problem kept resurfacing every spring like clockwork: the phone went quiet, and nothing they tried brought it back on schedule.
The Challenge: Calendar Gaps and Industry Mistrust
Michael and Karen had already tried the obvious fix. They hired an ads specialist and paid a significant monthly retainer for a service that delivered no results and even less transparency. The problem actually started with the strategy: in an industry crowded with scammy operators who’ve turned “duct cleaning company” into a phrase people approach with one eyebrow raised, a vague ad campaign wasn’t going to mirror the trust they’d already built in the community.
Michael knew marketing wasn’t his strength, but after twenty years perfecting the actual work, he was tired of wondering why his calendar didn’t reflect it. Spending more on ads wasn’t the answer, and he could only shake so many hands each week between serving clients. What he needed was someone he could trust to run his marketing without him having to check over their shoulder every week to make sure it was still happening (and still working).
The Solution: Reliable, Lean Marketing with Transparent Results
Michael and Karen had already worked with Fine Point on an initial round of website copy and monthly blogging, so when the ads relationship stopped delivering, they didn’t go shopping for another unfamiliar vendor to gamble on. They came back to Fine Point, knowing we’d give them honest evaluations, solid work, and results they could actually see.
Website Rebuild
We partnered with Matt Foreman at Dream Engine to rebuild the Clean Air Solutions website from the ground up. The result was a fresh, on-brand design paired with sharper, more specific content pages that finally reflected the quality of the work underneath them.
Ongoing SEO Content
Increased from one monthly SEO blog post to three, built on real search research and an annual content calendar. The increase in content didn’t just support search and AI visibility; it also fed their social media, so nothing had to be created twice.
Newsletter and Social Content
Regular newsletters and social posts keep Clean Air Solutions visible between jobs, reinforcing the community and education focus they built their reputation on over the past three decades, all without adding another task to Michael and Karen’s plate.
Full Execution
Every piece of marketing material, from blog to newsletter to social, gets written, scheduled, and posted by Fine Point. Michael and Karen focus on running their business and serving their clients—no tech issues or late-night posting to deal with.
The Results: Traffic is Up 776% and Slow Seasons Have Disappeared
Six years into the partnership, the numbers make the case on their own. Clean Air Solutions is booked at full capacity year-round, at full price. They could have expanded, but they’ve decided to stick with the same small team they’ve always had and enjoyed.
- Over 1 year (2019 to 2020): monthly traffic increased by 169%
- Over 6 years (2019 to 2026): monthly traffic increased by 776%
The Highlights
- No more slow springs. Clean Air Solutions now books at full capacity year-round, at full price, with the same small team.
- Room to choose. Michael decides when he wants to work instead of scrambling to fill gaps in the schedule.
- Time for BNI leadership. With marketing no longer competing for his attention, Michael took on a year as president in his BNI chapter, an opportunity he finally had the bandwidth for (and excelled at!)
Six years of working together have built a steadier kind of trust for Michael and Karen, both in the marketing and in the business itself. People tell Michael they love his content, and they’re shocked to learn he has a team that handles 99% of it without him having to look in.
This is a perfect example of what content is supposed to do: showcase online what was already true in person for Clean Air Solutions.
Are you ready to be the next Clean Air Solutions?
This is the case study for the business that’s already tried other marketing solutions and isn’t seeing the results to show for it.
Are you spending on ads and still waiting for a return that never quite shows up?
Are you great at what you do, but not so great with tech or writing, and not interested in becoming great at either?
At Fine Point, we start lean and build from a plan that gets you to attainable goals, with full transparency the entire way.
We want to help you turn your reputation into a marketing system that keeps working while you focus on your clients. Explore our Done-For-You packages or join Lean Marketing Lab to build it yourself with support.
