Black Tar Paving - Case Study
From $750,000 A Year In Revenue to $7,500,000 In Revenue In Just 2 Years
SOAP Media aided Capital Asphalt to:
- Increased Pageviews by 62%
- Increased Traffic by 124%
- Increased Conversion by 68%
Executive Summary
SOAP Media partnered with Black Tar Paving, a locally owned Ottawa-based paving company, to dramatically elevate its digital marketing performance. As a leader in residential and commercial asphalt services, the company aimed to increase website traffic, generate more qualified leads, and strengthen its competitive position in the paving industry. SOAP Media executed a comprehensive strategy that blended SEO, PPC advertising, and advanced analytics.
This approach delivered a 124% increase in website traffic, a 92% rise in service‑related sessions, and a 67% reduction in conversion costs. Through strategic keyword optimization, refined landing page experiences, and the use of tools such as Hotjar and Google Analytics, SOAP Media helped Black Tar Paving surpass its goals and significantly expand its online presence within the paving market.
Who is Black Tar Paving?
Black Tar Construction (often referred to as Black Tar Paving) is a major Ottawa-based company specializing in asphalt, interlock, and concrete services. Founded in 2013 by Samy Tahtawy and Taif Alamar, the company has grown to become one of the most prominent residential paving contractors in the city.
Services: Asphalt paving (residential and commercial), sealcoating, crack sealing, pothole repair & interlock installation.
Samy Tahtawy
Black Tar Paving
"Amazing service! I hired Ed and his team a few months ago and have been very impressed by their responsiveness and month-end analytics reports. Unlike any other marketing / web developer I have seen, SOAP Media records the main aspects of their progress to ensure you know what you are paying for. With SOAP, you get more than what you pay for. Highly recommended."
Challenges and Objectives
For more than 12 years, Black Tar Paving has been serving homeowners and businesses across Ottawa, earning a strong reputation for quality asphalt work and reliable service. As competition in the Ottawa paving industry continued to grow, the company recognized the need to attract more website traffic and convert that interest into new paving projects.
Although the Black Tar Paving website included a blog to educate and engage visitors, maintaining a consistent posting schedule had become difficult. Without fresh, relevant content—especially in a market where customers often compare multiple paving companies—it was challenging to draw in new visitors and stay visible online. The team knew they needed a partner with the expertise to build and execute a strong digital marketing strategy.
With SOAP Media’s support, Black Tar Paving set ambitious goals: increase website traffic by 70 percent within six months and boost conversions by another 70 percent in the same period. The focus was clear—strengthen their digital presence and secure more leads in the competitive Ottawa paving landscape.
Results
Our work with Black Tar Paving focused on increasing website traffic and converting that traffic into high‑quality paving leads across Ottawa’s competitive asphalt industry.
Within the first six months of the campaign, the company’s website attracted 61% more new users. Pageviews climbed by 62%, traffic increased by 124%, and the average session duration grew by 7.8%—clear signs that prospective customers were engaging more deeply with the brand.
Through strategic PPC management, the conversion rate improved by 68%. Overall goals were surpassed with a 148% increase in total conversions, while the cost per conversion dropped by 67%. This meant Black Tar Paving generated more paving project inquiries while significantly reducing marketing costs, strengthening its position in the Ottawa paving market.
After 30-days of SEO
Traffic Increases By
Up 124%
New User Sessions
Up 61%
Pageviews Per Session
Up 62%
Sessions Per User
Up 92%
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Have questions about hiring a Digital Marketing Agency?
Any digital marketing marketing agency worth its salt knows that the key to a successful campaign is to combine human creativity and ingenuity with cutting-edge technology. The best way to do this is by using AI.
An SEO company’s objective is to help improve your website’s visibility in search engine results pages (SERPs) and drive more organic traffic to your important web pages. To do this, they often combine on-page SEO, technical SEO, and off-page SEO tactics.
A quality SEO company will help you define your SEO goals and align them to specific metrics. Then, they’ll create a custom SEO strategy based on your site’s current keyword rankings, how competitive your industry is, and your stated objectives.
AI-Driven SEO leverages artificial intelligence to analyze your website, competitors, and search trends in real time. It identifies high-impact keywords, optimizes content for user intent, and improves technical performance—helping you rank higher, attract more traffic, and stay ahead of algorithm updates with less manual effort.
At SOAP Media we specialize in a comprehensive suite of SEO services designed to elevate your digital presence, drive traffic, and grow your online sales through organic search.
Keyword Research: We identify high-value, relevant keywords that align with your business goals and your target audience’s search behavior.
On-Page SEO: From optimizing metadata and headers to improving website structure and internal linking, our on-page SEO strategies are crafted to enhance your site’s relevance and usability.
SEO Content Writing Services and Optimization: Our team creates SEO-friendly content that engages your audience and positions your brand as a trusted authority. Every piece is tailored to your content marketing strategy to ensure consistency across channels.
Link Building: We’ll help you boost your site’s authority with ethical link-building strategies.
Technical SEO: Our SEO audit service will uncover technical issues that could be holding your site back, such as broken links, crawl errors, or hidden problems within your Google Analytics configuration..
Website Maintenance Services: We’ll help you maintain your website, quickly implementing SEO and content recommendations to supercharge results. We also offer scalable managed WordPress hosting.
Local SEO: Looking to target local customers? Our Google Business Optimization, Local Citation Building, and other local SEO services will help put you on the map.
Whether you want ecommerce SEO support, link building help, or a robust startup strategy, our SEO services are customizable to best fit your business needs.
An SEO company’s objective is to help improve your website’s visibility in search engine results pages (SERPs) and drive more organic traffic to your important web pages. To do this, they often combine on-page SEO, technical SEO, and off-page SEO tactics.
A quality SEO company will help you define your SEO goals and align them to specific metrics. Then, they’ll create a custom SEO strategy based on your site’s current keyword rankings, how competitive your industry is, and your stated objectives.
AI-Driven SEO leverages artificial intelligence to analyze your website, competitors, and search trends in real time. It identifies high-impact keywords, optimizes content for user intent, and improves technical performance—helping you rank higher, attract more traffic, and stay ahead of algorithm updates with less manual effort.
At SOAP Media we specialize in a comprehensive suite of SEO services designed to elevate your digital presence, drive traffic, and grow your online sales through organic search.
Keyword Research: We identify high-value, relevant keywords that align with your business goals and your target audience’s search behavior.
On-Page SEO: From optimizing metadata and headers to improving website structure and internal linking, our on-page SEO strategies are crafted to enhance your site’s relevance and usability.
SEO Content Writing Services and Optimization: Our team creates SEO-friendly content that engages your audience and positions your brand as a trusted authority. Every piece is tailored to your content marketing strategy to ensure consistency across channels.
Link Building: We’ll help you boost your site’s authority with ethical link-building strategies.
Technical SEO: Our SEO audit service will uncover technical issues that could be holding your site back, such as broken links, crawl errors, or hidden problems within your Google Analytics configuration..
Website Maintenance Services: We’ll help you maintain your website, quickly implementing SEO and content recommendations to supercharge results. We also offer scalable managed WordPress hosting.
Local SEO: Looking to target local customers? Our Google Business Optimization, Local Citation Building, and other local SEO services will help put you on the map.
Whether you want ecommerce SEO support, link building help, or a robust startup strategy, our SEO services are customizable to best fit your business needs.
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