The Brief

Under third-generation ownership, Mark Palmer Electric & Air had outgrown its marketing. The website blended in, with real SEO and conversion problems. Multiple phone numbers rang the same desk. Job notes lived on paper. Invoices lived in QuickBooks and nowhere else. No CRM existed.

The one channel generating real calls was Local Services Ads, sitting in an account owned by the previous vendor.

The Leads came in. Some closed. But nobody knew why.

And to top it all off, the old site had a shutoff date already on the calendar. That left less than 90 days to fix all of it.

The Goal

Rebuild the entire marketing arm, and make every dollar of it traceable. In 90 days.

Not a website project with ads bolted on afterward. Brand, site, paid media, SEO, and CRM. One system, sequenced so each piece feeds the next, with every piece built, connected, and live before the clock ran out.

The Work

Tracking first, because everything else is opinion without it. Every lead, every booked appointment, and every closed sale now ties back to its origin: ad platform, campaign, or organic source. Not sessions. Not form fills. Booked revenue. We also ran down the Local Services Ads ownership question and got the account back under the company's name, where it belongs.

A brand that looks and sounds like the new ownership.

Direct, plainspoken, unfussy. The way the techs actually talk to a homeowner standing in a hot house.

Mark Palmer's visual identity was built decades ago, and the logo showed it, a mark that read distinctly 60s/70s. Rather than start over and lose the equity already built into that identity, we recontextualized it. The logo's iconic three stripes became a smaller, sharper accent, pulled forward instead of replaced. Paired with Archivo, a thick, attention-demanding typeface, the brand gained a sturdiness that showed its roots run deep.

A website that qualifies instead of describes.

Where the old site simply listed services, the new one routes each visitor by what's broken, how urgent it is, and which county they're in, handing the office a lead that already knows why it's calling. Six phone numbers consolidated into one. Financing moved to the surface instead of buried three clicks deep, and emergency service treated like the revenue line it actually is, not a badge tucked into the header.

SEO built county by county.

Service architecture and location hierarchy rebuilt around how people actually search when the power is out or the A/C quit: Highlands, Polk, DeSoto, Hardee, Okeechobee, Glades. Each county has a real page with real reason to rank, not a doorway page with the city name swapped.

Their first CRM, ever.

We evaluated platforms against four requirements the office actually had: QuickBooks sync, unified email and text history per customer, automated Google review requests, and ad attribution. Mark Palmer leadership selected and implemented Housecall Pro. Paper job notes have a destination now. So does every customer conversation. The office adopted it first, deliberately, so the field rollout lands on a system that already works.

"We have had such an incredible experience working with Scott and Mitchell at Arrows Up Marketing.

From day one, they took the time to truly get to know our business, who we are, and what we stand for before rolling out an amazing website that feels like us.

They've been incredibly hands-on throughout the entire process. From setting up our LSA ads to consistently working behind the scenes to improve our SEO.

This is just the beginning, and I can't wait to see everything we accomplish together with Arrows Up. We're so grateful we found them!"

— Logan Foster, Owner, Mark Palmer Electric & Air

The Result

Ninety days in, Mark Palmer Electric & Air has a brand that reflects who owns it, a website built to convert, Google Ads running profitably, organic presence across all six counties, and a CRM that connects a phone call to the job that came out of it.

The business was always good. Now it's legible.

Brand, website, paid media, SEO, and CRM implementation for Mark Palmer Electric & Air. Strategy, Creative, and Technology by Arrows Up.