- Trades
- Website
- Bright Path System
- Google Ads
- SEO
A 17-year-old website. A quiet phone. Fixed in 3 weeks.
John Charles brought 34 years of bricklaying experience and a website built in 2009. We rebuilt everything, site, system and ads, and within weeks Melbourne Brick and Block was fielding more work than they had seen in years.
- Client
- Melbourne Brick and Block
- Industry
- Heritage and remedial bricklaying
- Location
- Sandringham, Melbourne
- Delivery
- 3 weeks, full stack
April 2026. The first full month.
Numbers are from April 2026, the first complete calendar month after the new site, the Bright Path System and Google Ads went live.
- Largest job won in the first 5 weeks
- Inbound calls in April 2026
- Google Ads impressions
- Clicks to the new site
- Days from kickoff to fully live system
The problem
34 years of experience. A website from 2009.
Melbourne Brick and Block has been laying bricks across Melbourne for 34 years. Heritage restorations, architectural brickwork, remedial repairs: the kind of work that speaks for itself on site. Online, the business was invisible.
The old site was built in 2009 and had not been touched since. Static HTML, no mobile support, no calls to action, and a contact form behind a broken CAPTCHA that likely nobody ever completed. For a business targeting inner Melbourne homeowners spending $5,000 to $50,000 on renovation work, this was costing them every day.
The phone was quieter than it used to be. John knew the work was good. He just needed the right people to find him and trust him enough to call.
What it wasn't doing
- Built in static HTML in 2009 and never updated
- No mobile support, broken on any phone
- No SEO foundation, invisible in Google search
- Contact form sat behind a broken CAPTCHA
- No clear calls to action on any page
- Missed calls disappeared with no follow up
- No Google review collection in place
- No lead tracking, no pipeline, no analytics
What changed
One connected system. Live in 3 weeks.
Not a refresh. A ground-up rebuild of how the business shows up, captures leads and follows them through to a quote. Site, system, ads, automation and reviews, all wired into the same pipeline.
- Fast, mobile-first multipage site built for trades
- Pages for every service and Melbourne suburb
- Clear enquiry flow on every page
- Pipeline tracks every lead from first contact
- Missed callers get a text back automatically
- Google Ads live from day one
- Google review requests and reply templates
- Jobs managed from a phone, not paperwork
What we built
Five pieces. One pipeline.
Each piece does a specific job, and they work because they share data. Ads bring people to the site, the site feeds the pipeline, missed calls trigger a text, finished jobs request reviews, and reviews lift the Google profile. One phone to run it all from.
Website design and build
Multipage, mobile-first site with dedicated pages for heritage restoration, remedial brickwork, architectural bricklaying and more.
SEO foundation
Keyword-targeted copy, local structured data, service area pages and Google Business Profile set up to rank across the inner Melbourne suburbs John works.
Google Ads
Five targeted campaigns across heritage, remedial, architectural and blockwork, managed by a certified Google Ads expert.
The Bright Path System
Lead pipeline, missed call text back and follow up sequences. Every enquiry visible from John’s phone, with no admin required.
Google review system
Automatic review requests after each finished job, plus written reply templates to keep John’s reputation sharp on the busiest days.
How it happened
Kickoff to live in 3 weeks.
Week 1
Kickoff and blueprint.
Discovery call, service mapping, copy written and domain strategy agreed. System set up and ready.
Week 2
Design and build.
Full site designed and built. Pipeline configured, automations wired and Google Ads campaigns structured.
Week 3
Launch.
Site live. Ads active. System live. John trained on it. Old domain redirected.
Weeks 4 to 8
Results come in.
44 inbound calls in April. Jobs won from a couple of thousand up to $30,000 and beyond.
The outcome
More calls. Better jobs. Less chasing.
Within five weeks of going live, John was winning jobs traced directly back to enquiries through the new site and Google Ads. Nothing slipped through the cracks, and missed call text back was catching leads that would previously have gone straight to a competitor.
In April alone, Melbourne Brick and Block received 44 inbound calls, 26 of them first-time enquiries. Today John has never been busier, and he chooses the work and the location.
The results
- Jobs won from a few thousand up to $30,000 and beyond within 5 weeks
- 44 inbound calls in the first full month, 26 of them new enquiries
- 5,161 Google Ads impressions and 342 clicks in month one
- Missed call text back recovering leads that would otherwise be lost
- Google reviews building automatically after every job
- Full system live 3 weeks from the first conversation
- Pipeline managed from a phone, with no paperwork and no chasing
In their words
“I’ve been doing this for 34 years and never had anything online that actually worked for me. BPC sorted the whole thing: new website, Google ads, a system that texts people back when I miss a call and even takes care of my reviews. Within a few weeks the phone was going like I hadn’t seen in years. Picked up jobs from a couple of grand right up past $30,000. Best money I’ve put into this business.”
Next case study · JC Brick and Blocklaying
Consistent quality leads. No tyre kickers.