The Results

From an afterthought channel to the main driver of leads.

Less than a year after launching the new program, GroundSmart’s website turned from a below-average channel into the company’s primary engine for bulk orders, qualified leads, and category authority.

438%+

Increase in site traffic

47%+

Lift in website transactions

45

Keywords ranking on the first page of Google

1,211

Leads generated through online marketing

groundsmart materials collage

The Client

The category leader in rubber mulch, ready to lead online too.

GroundSmart is the leading manufacturer of rubber mulch products for residential, commercial, and military markets. As part of Liberty Tire, the largest tire recycling company in North America, GroundSmart had the manufacturing scale, safety standards, and category expertise to be the definitive authority on rubber mulch.

Industry

Retail & eCommerce

What We Do For Them

Facebook Ads, Google Ads, Paid Media, SEO

groundsmart rubber mulch calculator

The Challenge

The expertise was there. The website was not.

GroundSmart had everything you would want from a category leader: industry-best safety standards, deep manufacturing expertise, and the backing of North America’s largest tire recycler. But online, none of it showed up. The website was barely driving traffic, conversions were minimal, and the existing marketing motions across social, email, and web sales were going through the motions without producing results. Three things had to change:

A site that actually converted

with the technical foundation, conversion paths, and on-site tools to turn visitors into buyers.

A demand engine built for bulk orders

with SEO and paid search aimed at the high-intent buyers driving real revenue.

A nurture system for the leads that came in

with segmented email workflows that kept prospects warm through long buying cycles.

Photo Of Mulch

The Solution

Audit first. Then an integrated program across every channel that mattered.

  • A complete technical SEO overhaul: A full audit identified and resolved more than 400 SEO errors holding back GroundSmart’s organic visibility, clearing the way for top rankings on the keywords that drove bulk inquiries.
  • A custom mulch calculator: We built a custom calculator that became the site’s most powerful conversion tool, helping visitors estimate their needs, then routing them to buy online, find a retailer, or request a bulk quote.
  • Content built around category authority: A new GroundSmart blog, supported by Atomic’s writing team, gave the site fresh expert content and established GroundSmart as the go-to source on rubber mulch.
  • Paid search, landing pages, and full nurture: Google Ads campaigns targeted high-intent buyers, custom landing and thank-you pages turned clicks into leads, and segmented email workflows kept those leads warm through long buying cycles.

Ready to own your category online?

From SEO and paid search to email, social, and full web design, Atomic builds integrated programs that turn underperforming websites into the engine that drives the business.