# Case Study: Borek Concrete **The concrete company whose marketing runs like a Silicon Valley startup's** Published by: RunYourGTM Author: Andrew Ciaccia, Principal & Operator Canonical: https://runyourgtm.com/case-studies/borek-concrete We rebranded Borek Concrete, built its website and marketing stack from scratch, and brought AI into how its campaigns are run. --- ## Overview - **Client:** Borek Concrete & Breaking - **What they sell:** Concrete flatwork and demolition in Central New York - **Buyers:** Homeowners and property owners - **Setup:** 8 weeks, built from scratch ### Services - A rebrand built on teaching buyers what good concrete looks like - A custom website that makes a small company look like a much bigger one - A custom CRM - Google Ads, with AI used to improve performance and cut wasted spend - Local SEO - A website AI assistants can read and recommend - Tracking from the first search to the quote request - An AI review of past calls and voicemails to find missed jobs ### Impact - $350k in closed deals in four months, on $4,753 in ads - Bigger, better-paying jobs after the rebrand - Borek shows up when people ask AI assistants about concrete work - Callers who never heard back, found in the phone history, and some of them now jobs - A brand, website, and marketing stack Borek kept --- ## Quoted by the square foot Borek Concrete pours driveways, patios, and slabs, and handles demolition, across Central New York. The crew does good work. Outside of referrals, almost nobody knew it. There was no website and no real brand. Work came in by word of mouth. When a homeowner did find Borek, they held its quote up against the lowest bid they had, price per square foot, and quality never came into it. Borek wanted bigger jobs, won on something other than price. ## Teaching buyers what good concrete looks like Most homeowners can't tell a good pour from a cheap one until the cheap one cracks. So we built Borek's brand around teaching them: the mix, the depth, the reinforcement, and the ground underneath. Once a buyer knows what to ask, the lowest bid stops looking like the obvious choice. Then we gave Borek a professional look to match, with photos of its own projects and customer reviews up front. The new website makes a small company look like a much bigger one. It worked. Borek started winning bigger, better-paying jobs. ## The setup a funded startup would run Borek got the same kind of marketing setup we build for venture-backed software companies. We built all of it from scratch in 8 weeks. The website is built to turn a visit into a quote request. It's also built so AI assistants can read it, and they now point people to Borek when asked about concrete work in the area. A custom CRM keeps every lead in one place, so a job doesn't depend on someone remembering a phone call. Tracking follows visitors from the search that brought them in to the quote request, so Borek can see which searches bring in work. On Google Ads, we brought AI into how the account is run. It helps us keep improving the ads and cut wasted spend, which is how a small budget stays small. ## The calls nobody returned Most of Borek's calls came in during the workday, while the crew was out pouring concrete. Plenty went to voicemail, and some never got a call back. We had AI go through Borek's call, text, and voicemail history. It found 35 callers who never heard back, along with 81 voicemails, and sorted them by who was worth calling first. Someone could have listened to every message eventually. AI turned the whole backlog into a ranked call-back list. Borek made the calls, and some of them became jobs. ## What four months brought in In four months, Borek closed $350k in deals, on $4,753 in ads. It kept everything we built: the brand, the website, the CRM, and the tracking. --- ## Operator's Note > "The setup that used to take a funded startup's budget now fits a local company. AI does the work a small team never had time for, like going back through every voicemail." > — Andrew Ciaccia, Operator, RunYourGTM --- ## Engage With RunYourGTM - **Website:** https://runyourgtm.com - **Schedule Call:** https://calendar.app.google/BzdHuERtBQyM5fgT6 - **Direct SMS:** +1 (646) 660-0423 - **Email:** contact@runyourgtm.com