Paco Metal
More Than a Welding Shop
The Story Behind PacoMetal
PacoMetal is a metal fabrication shop based in Montreal. Far beyond simple welding, the company manages projects from start to finish, from 3D design and planning to fabrication and final delivery.
Context and Positioning Challenges
In 2025, PacoMetal reached out to us with a very clear problem: despite their expertise and ability to handle large-scale projects, they were mainly attracting low-value inquiries. The company was consistently receiving calls for small residential jobs, which did not align with their structure or growth objectives.
Their customer acquisition cost was high, and previous Google Ads campaigns had not delivered meaningful results. At the same time, their website was not generating any organic leads and was not optimized for SEO. More importantly, it was sending the wrong message. Instead of reflecting a company capable of managing complex projects, the site positioned PacoMetal as a simple execution shop, attracting exactly the type of clients they were not looking for.
Company repositioning
The first step was to completely redefine PacoMetal’s positioning. The goal was to move away from the image of a simple welding shop and highlight its true value: a metal fabrication company capable of managing full-scale projects. This shift in messaging naturally filtered incoming inquiries and attracted a clientele better aligned with the company’s capabilities.
Lead acquisition strategy
A new Google Ads strategy was then implemented with a much more targeted approach. Instead of generating maximum traffic, we focused on precise keywords directly aligned with real project intent. This approach reduced irrelevant inquiries and attracted better-qualified leads, even with a lower overall volume.
Complete Website Redesign
The campaigns quickly revealed a major bottleneck: the website. In a B2B context where the site acts as the primary storefront, it was not supporting the desired positioning. It was sending a message that didn’t reflect the company’s true capabilities and was limiting conversions.
We completely rethought the website. The structure was clarified, service and project pages were standardized, and all content was optimized around strategic keywords. The focus shifted toward metal fabrication and full project management capabilities. An English version was also introduced to expand reach and tap into a broader market.
Real Impact for the business
-77%
Acquisition cost
Campaigns focused on high-intent keywords reduced the cost
per conversion from $151 to $35.
4x
Higher-quality leads
Leads are for large-scale projects.
+17%
Organic traffic
Increase in organic traffic to the website.
Performance results in progress
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View the business
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