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    HB Marble & GraniteNearly Seven Years of Partnership. One Evolving Digital Strategy.

    For nearly seven years, RPM Digital Business worked alongside HB Marble & Granite, combining website development, paid media, search, social content, measurement and creative design across digital and physical brand touchpoints.

    Industry
    Countertops, Natural Stone & Home Improvement
    Market
    Southwest Florida, USA
    Partnership
    Nearly 7 Years
    RPM services
    Digital Strategy, Website Development, Google Ads, Meta Ads, SEO, Local SEO, AEO, Social Media, Content Production, Creative Design & Brand Applications, AI Integration

    The partnership

    Staying competitive as the digital customer journey changed.

    Over the course of RPM's relationship with HB Marble & Granite, the places where customers conducted that research changed significantly.

    The approach was to build on the work already completed while adapting the strategy as the business, platforms and customer behavior evolved.

    Choosing a countertop company is rarely an impulsive decision.

    Homeowners research materials, compare suppliers, review completed projects, read customer feedback, evaluate installation experience and request estimates before making a decision.

    Social platforms became more important for inspiration. Google Ads captured active demand. Google Maps became central to local discovery. Organic search continued to support research and comparison. More recently, AI-powered search introduced another environment where businesses can be discovered and evaluated.

    The challenge was not simply to generate more digital activity.

    It was to continually adapt HB's digital presence to the way customers discovered, evaluated and contacted countertop companies.

    RPM's Decision

    Build a connected digital operation instead of treating every channel as an isolated service.

    Throughout the relationship, RPM's role expanded across multiple areas of HB's digital operation.

    The approach was to build on the work already completed while adapting the strategy as the business, platforms and customer behavior evolved.

    That work included:

    • Website development and technical improvements.
    • Google Ads management.
    • Meta advertising.
    • Social media strategy, graphic design and content production.
    • Marketing collateral, fleet branding and catalog / brochure design.
    • SEO and local search.
    • Google Business Profile optimization.
    • Conversion tracking and measurement.
    • Competitive intelligence.
    • AI functionality.
    • Answer Engine Optimization.

    Together, these initiatives created a broader digital ecosystem supporting discovery, credibility, customer consideration and commercial opportunities.

    01Website Development

    A Website That Evolved With the Business

    RPM worked on the development and continued improvement of HB Marble & Granite's website as the company's digital strategy evolved.

    • Website development and structural improvements.
    • AI functionality.
    • Migration to server-side rendering.
    • Correction of Soft 404 issues.
    • Structured data and Schema improvements.
    • Canonical and indexing reviews.
    • Reorganization of commercial navigation.
    • Expansion of Granite, Marble, Quartz and Quartzite content.
    • Internal linking and blog infrastructure improvements.
    • Contact-point and conversion-tracking optimization.

    A Concrete Technical Improvement

    One of the most significant recent changes was the migration to server-side rendering.

    Important website content had previously depended more heavily on JavaScript rendering. RPM changed the architecture so critical content could be delivered directly in the HTML.

    The implementation was validated through Google Search Console, reducing reliance on JavaScript for search-engine access to important content and creating a stronger technical foundation for future search work.

    hbgranite.com
    HB website working-process desktop view and mobile consultation view
    Selected HB website experience · desktop and mobile
    HB Countertop Design Inspiration and Finished Spaces website presentation on desktop and mobile
    Countertop Design Inspiration / Finished Spaces · desktop and mobile
    Google Search Console URL inspection for hbgranite.com showing URL is on Google, page indexed, crawl allowed, successful page fetch by Googlebot smartphone, indexing allowed and HTTPS
    Google Search Console · Indexing and crawl validation

    02Google Ads

    Competing for High-Intent Demand

    People searching for granite countertops, quartz installation or countertop companies may already be comparing suppliers and preparing to request estimates.

    RPM managed and optimized HB's Google Ads campaigns around search intent, relevance, budget efficiency and measurement.

    • Campaign organization by intent.
    • Keyword research and refinement.
    • Negative keyword management.
    • Budget and bidding optimization.
    • Ad copy and testing.
    • Conversion tracking.
    • Auction and competitor analysis.
    • Alignment between searches and website destinations.

    Selected period August 1 to October 8, 2026

    $10,100.42
    Advertising spend
    144
    Recorded conversion actions
    12.54%
    Recorded conversion rate
    $70.14
    Cost per recorded conversion action
    Google Ads performance snapshot from August 1 to October 8, 2026 showing 144 recorded conversions, 19,247 impressions, $10,100.42 cost, 1,148 clicks, 5.96% CTR, 12.54% conversion rate and $70.14 cost per conversion, with a daily impressions chart

    Scroll sideways to see the full snapshot.

    Google Ads performance snapshot · Aug 1 – Oct 8, 2026. Same period as the figures above.

    Recorded conversions are Google Ads conversion actions, not confirmed sales or a verified count of qualified estimates.

    Competitive positioning

    Google Ads Auction Insights, impression share · separate period: August 1 to September 8, 2026

    HB Marble & Granite
    26.03%
    Countertops & More
    17.41%
    Cornerstone Builders SWFL
    10.33%

    Impression Share within the analyzed Google Ads auction, August 1 to September 8, 2026. Source: Google Ads Auction Insights. This is not overall market share.

    03Social Media & Content

    Building a Recognizable Digital Presence Over Time

    Countertops are highly visual products, but effective communication requires more than finished-project photography.

    Customers also want to understand materials, craftsmanship, installation and the people behind the company.

    Social media planning, graphic design and content production formed an important part of RPM's long-term work with HB.

    • Editorial planning.
    • Graphic design.
    • Project showcases.
    • Reels and short-form video.
    • Educational content.
    • Material comparisons.
    • Promotional content.
    • Copywriting and calls to action.
    • Brand communication.

    Over time, the content strategy expanded beyond finished installations to include education, real customer questions, behind-the-scenes expertise and stronger demonstrations of credibility.

    HB social graphic design grid and Instagram profile presentation with countertop and kitchen imagery
    Selected social media design system and content presentation
    Four HB social media creative layouts featuring showroom, countertop and kitchen photography
    Selected HB social media creative

    Selected social video work

    Selected video content produced for HB Marble & Granite's social media presence.

    HB Marble & Granite social media video portfolio example.
    Social video01
    HB Marble & Granite social media video portfolio example.
    Social video02
    HB Marble & Granite social media video portfolio example.
    Social video03
    HB Marble & Granite social media video portfolio example.
    Social video04

    04Creative Design & Brand Applications

    Extending the Brand Across More Than Digital Channels

    RPM's work with HB also included graphic design and brand applications across customer touchpoints. The engagement was not limited to websites, media and social content; RPM also developed visual materials that helped carry the HB identity into marketing collateral and fleet applications.

    • Fleet and vehicle wrap branding design.
    • Catalog and brochure design.
    • Marketing collateral.
    • Campaign and promotional creative.
    • Social media graphic design.
    HB fleet branding design presentation showing a pickup truck mockup and two van wrap artwork layouts
    Fleet branding and vehicle wrap design
    HB catalog and brochure design presentation with cover mockups and selected interior spreads
    Catalog / brochure design and selected spreads

    05Meta Ads

    Connecting Visual Discovery With Customer Acquisition

    Not every potential customer begins with an active Google search.

    Some are still exploring renovation ideas, materials or future projects.

    RPM supported HB through paid social advertising designed to complement the company's organic communication and reach relevant local audiences earlier in that decision process.

    • Campaign planning.
    • Local audience targeting.
    • Advertising creative.
    • Lead generation initiatives.
    • Campaign monitoring.
    • Audience refinement.
    • Lead-cost analysis.
    • Evaluation of contact quality.

    One important lesson from this work was the distinction between generating contacts and generating qualified commercial opportunities.

    That led to greater emphasis on connecting campaign performance with customer feedback and lead quality rather than evaluating success through lead volume alone.

    06SEO & Local Search

    Strengthening Visibility Where Local Customers Search

    Local visibility varies significantly according to material, service, location and search intent.

    RPM worked across the technical and local-search foundations supporting HB's presence in Southwest Florida.

    • Technical SEO.
    • Indexing analysis.
    • Keyword monitoring.
    • Google Business Profile optimization.
    • Local competitor analysis.
    • Citation and directory reviews.
    • Internal linking.
    • Commercial-page planning.
    • Review and reputation monitoring.

    The objective was to understand where HB already competed strongly and where commercially important visibility gaps remained.

    Google Business Profile snapshot showing 5,940 people viewed the profile, a platform and device breakdown, 792 searches that showed the profile and the top search terms
    Google Business Profile · Local visibility snapshot

    07AEO & AI Search

    Adapting to Another Shift in Search Behavior

    During the later stage of the relationship, AI-powered search became another environment where consumers could research materials, compare companies and identify potential service providers.

    RPM incorporated Answer Engine Optimization into HB's digital strategy.

    The work included monitoring AI-search visibility and identifying improvements related to:

    • Commercial content.
    • Business information.
    • Website structure.
    • Expertise signals.
    • Search relevance.

    This reflected the broader philosophy behind the relationship:

    A long-term partnership did not mean repeating the same marketing methods year after year. It meant recognizing when customer behavior changed and adapting the digital operation accordingly.

    08Measurement & Competitive Intelligence

    Creating a More Connected View of Performance

    A multi-channel marketing operation generates data across multiple platforms.

    RPM strengthened HB's measurement and competitive-intelligence infrastructure through:

    • Tracking across multiple contact points.
    • Form and call measurement.
    • Duplicate-conversion protection.
    • Lead notifications.
    • Local keyword monitoring.
    • Google Ads competitive analysis.
    • Local Search benchmarking.
    • AI visibility monitoring.
    • Social competitive analysis.

    This created a stronger foundation for understanding performance across channels and identifying where future investment and optimization could have the greatest value.

    What Nearly Seven Years of Partnership Built

    A Digital Operation That Continued to Evolve

    The value of RPM's relationship with HB Marble & Granite was not represented by one isolated campaign or one performance metric.

    It was reflected in the breadth and continuity of the work.

    1. An Evolving Website

      From development and commercial structure to technical SEO and AI integration.

    2. Continuously Optimized Advertising

      From campaign management to conversion measurement, efficiency analysis and competitive positioning.

    3. An Established Social Presence

      Supported by content creation throughout the relationship, creative direction and communication.

    4. A Stronger Local Search Foundation

      Built through website optimization, Google Business Profile work, local visibility and competitive analysis.

    5. A Strategy That Adapted to New Technology

      Extending from traditional search and social media into AI-powered search and AEO.

    Nearly seven years of partnership produced more than a single finished project. They produced a body of digital work that evolved alongside the business and the market.

    Nearly Seven Years of Digital Evolution

    From social media and paid advertising to website development, technical SEO, local search, measurement and artificial intelligence, RPM's work with HB Marble & Granite expanded as new needs and opportunities emerged.

    The technologies changed.

    Customer behavior evolved.

    New challenges appeared.

    The work evolved with them.

    RPM Digital Business × HB Marble & Granite

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