JR Grease Services
JR Grease Services is a 50-year-old family grease & oil business in Los Angeles with a five-decade reputation built entirely on word-of-mouth. The goal was to turn that brand strength into a steady stream of qualified phone calls through paid ads.
A 50-year reputation, zero digital footprint.
JR Grease Services is a family-run commercial grease & oil business that has built five decades of goodwill across Los Angeles on word-of-mouth alone. Their services span cooking oil collection, grease trap cleaning and oil rendering for restaurants, hotels and commercial kitchens.
For all that reputation, they arrived with no paid media history, no call tracking and no way to attribute a single lead. The opportunity was clear: turn that brand strength into a steady, measurable stream of qualified phone calls, in one of the most expensive ad markets in the country.
Starting from absolute zero.
An excellent reputation and service quality, but no paid media history, no tracking, and one of the most expensive ad markets in the country to break into.
Zero digital presence
No previous paid advertising experience. Starting completely from scratch with no historical data to optimize from.
Extremely high CPCs
The LA market showed $47–70 CPCs for relevant keywords. Oil disposal at $70/click, kitchen oil recycling at $47/click.
No tracking infrastructure
No call tracking, no lead qualification process, no way to measure ROI or attribute leads to specific campaigns.
Build the foundation, then the engine.
Two phases: stand up tracking and qualification first, then architect campaigns across search and social with disciplined, intent-led targeting.
CallRail Implementation
Comprehensive call tracking- Unique tracking numbers per campaign
- Call recording for quality analysis
- Real-time lead notifications
- Source attribution: Google, Meta, Direct, Organic
Lead Qualification System
Structured process with client team- Lead status tracking (Yes / No / Follow-up)
- New vs. existing customer identification
- Service-type categorization
- Geographic qualification checks
Google Ads Strategy
High-intent search & call campaigns- Campaign types: Search (RSA), Call-Only, Call Extensions
- Bidding: Manual CPC → Maximize Conversions
- Budget: $2K/mo with bi-weekly scaling on CPA
- Focus: High-intent keywords, aggressive negatives
Meta Ads Strategy
3-level funnel, persona-based- Structure: Cold → Warm → Website Visitors
- Placements: Facebook Feed, Instagram Feed & Stories
- Creative: Video of night operations & equipment
- Budget: $1.5–2K/mo, persona-based targeting
Targeting approach
Primary persona
- Ages 30–45 (removed 65+ for low performance)
- Male-skewed restaurant-management demographic
- LA metro area only
- Interests: restaurant management, food service, commercial kitchen
Geographic focus
- "People IN location" only (not "interested in")
- LA County primary focus
- Expanded to San Diego upon request
- Search-partner networks disabled
Intent signals
- "cooking oil pickup"
- "grease trap cleaning service"
- "restaurant oil collection"
- "commercial kitchen grease removal"
Creative built to stop the scroll & earn the call.
Industrial equipment, night-time service shots, and clear value props on Meta, paired with high-intent, call-first search campaigns on Google.
Meta Ads, Top Performing Creatives
Video & image ads featuring equipment and night operations drove strong engagement.
Google Ads, Top Performing Campaigns
Search campaigns with strong call extensions delivered consistent phone-call leads at competitive CPCs.
Creative strategy
Meta ads emphasized visual proof of service with industrial equipment and night operations, while Google ads focused on high-intent search terms with strong call-to-action extensions. Both platforms prioritized phone calls over form submissions, matching the client's service-based business model.
The optimizations that moved the needle.
Every gain traced back to a specific problem solved, from negative-keyword sculpting to fixing the phone system itself.
Negative keyword management
Geographic precision
Demographic refinement
Call-tracking infrastructure
March – August 2025, by the numbers.
The proof that matters: leads generated, spend deployed efficiently, and a cost per lead well below target.
Total campaign investment
Return on investment · 229 leads
Performance by platform
Google Ads
Monthly progression
High-profile accounts that validated the strategy.
Throughout the campaign, JR Grease landed marquee commercial kitchens, proof the targeting and creative were reaching real decision-makers.
PS LAX
Private Suite Terminals, LAX Airport kitchen
Segerstrom Center
5,000-gal interceptor · client re-engagement
Chef Tony Dim Sum
Restaurant chain expansion
Turquoise Health
Oliva investment property
Mier's Ice Cream
Food production facility
Donde Angie
Ecuadorian restaurant
From word-of-mouth to a data-driven engine.
More success stories.
The numbers behind the campaigns. Pipeline generated, deals closed, revenue moved.
362 → 768 → 1,150 booked calls a month, year-round.
Five summits sold out on £20K of ad spend.
Word-of-mouth business turned into a paid pipeline.
£102k profit in 10 months at 3.43x ROAS.
ARR doubled, demos tripled.
Stop hoping for leads.
Start building the system.
We specialise in helping businesses generate more leads and sales through online advertising campaigns. A 30-minute strategy call, no pitch, just a clear path to qualified calls every week.
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