Strategic Marketing Case Study

Capitol Uniform & Linen

Building a Lead Engine: How Paid Ads + Digital Marketing Jumpstarted Growth for Capitol Linen

Background

Capitol Uniform & Linen had built a strong reputation across Delaware and the surrounding region as a trusted uniform and linen rental provider. For years, their growth was driven by traditional sales efforts, loyal relationships, and word-of-mouth referrals. But as the business looked to fuel faster growth and reach new customers, they recognized it was time to finally invest in a true marketing strategy.

After seeing how RED66 helped other uniform companies like Mickey’s Linen grow, Capitol Linen reached out, knowing they needed a partner who understood both the linen industry and how to build an effective lead-generation system.

The Challenge

Prior to partnering with RED66 Marketing, Capitol Linen had no active digital marketing in place. They had never run paid ads, had limited online visibility, and their website served primarily as a static brochure—not a lead generator. The sales team was strong, but they needed marketing to help drive new opportunities into the pipeline.

 

The business wasn’t looking for a 12-month slow build. They wanted a marketing plan that could deliver real, measurable results quickly.

The Approach

We designed a custom engagement focused on lead generation with speed-to-impact as the primary goal. Our approach combined:

 

  • Paid Ads Campaign Buildout: We launched highly targeted paid search campaigns aimed directly at searchers actively looking for linen and uniform services in their market.

 

  • Website Optimization: We began by redesigning and redeveloping the website to ensure a strong foundation for incoming traffic. While keeping the existing site structure, we improved lead conversion points, updated forms, refreshed the design, and added new content assets to better support ad performance.

 

  • Google Business Profile Optimization: We enhanced their Google Business presence, added FAQ content, product photos, and optimized their local search footprint.

 

  • Sales Support Collateral: New business cards, updated leave-behind pieces, and prospecting flyers were developed to support both sales team outreach and trade show opportunities.

 

  • Sales Support Collateral: New business cards, updated leave-behind pieces, and prospecting flyers were developed to support both sales team outreach and trade show opportunities.

 

  • Content Development: We built a monthly content marketing program to begin strengthening organic SEO, grow long-term visibility, and establish helpful resource content for both customers and search engines.

 

  • Social Media Presence: LinkedIn and Meta (Facebook) pages were claimed or created to give Capitol Linen more online authority and a platform for sharing ongoing content.

The Results

Web Lead Growth

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40+ web conversions driven directly from the website since launching — nearly all from organic search  (SEO) and paid traffic sources.

In fact, the website and paid ads have generated more leads and revenue in just two weeks than their new sales hire produced in three months.

Paid Ads Performance

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Google Ads generated an estimated $31,500 in new revenue from a total ad spend of $6,300, resulting in an estimated 5x return on ad spend (ROAS).

As campaigns scaled, cost-per-conversion dropped by over 73%, reflecting improved efficiency and higher-quality leads over time.

Organic Search Growth

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Organic impressions increased 33% from February to May.

Organic search generated consistent new visitors month after month — now contributing nearly 150 new organic users monthly alongside paid efforts.

On-Site Engagement

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Engagement rate grew from 24% to nearly 50% in just three months.

Pageviews per user and time-on-site continue to climb, reflecting better on-site user experience and content alignment.

Moving Forward

With a strong digital foundation now in place, Capitol Linen is well-positioned to build on this early momentum. Our focus is now shifting toward:

 

  • Ongoing paid ads optimization
  • Continued content development to fuel organic growth in an AI world
  • Building deeper content assets (case studies, customer stories, and service pages)
  • Strengthening SEO rankings for highly competitive service-based search terms

 

By pairing fast-acting paid strategies with long-term organic growth, Capitol Linen now has a true marketing system that complements and fuels their sales team’s efforts.