Citi Industries is a trade waste specialist, delivering end-to-end commercial plumbing solutions across Sydney and beyond. Their services include grease trap installations, pump servicing, wash bay construction, waste pit maintenance, and council compliance, all tailored for businesses that require reliable, regulation-ready infrastructure.

Citi Industries engaged X/O Digital as their fractional CMO to lead their end-to-end digital marketing strategy. From a complete website redevelopment to targeted ad campaigns and SEO, we’ve helped position them as a go-to provider in the trade waste and commercial plumbing space.

Paid Media & SEO Strategy

We launched targeted Google and Meta Ads campaigns focused on high-conversion keywords like “grease trap installation Sydney” and “commercial waste pit maintenance.”

Simultaneously, we built a long-tail SEO strategy with optimised landing pages, service-specific blog content, and technical site improvements.

Website Redevelopment

The new website structure focused on clean navigation, better conversion flow, and SEO fundamentals. Copy was reworked to reflect the real-world outcomes Citi delivers for their clients.

Tracking & Attribution

Full-funnel tracking was deployed using Google Analytics, Tag Manager, and Meta Pixel. This enabled clear insights into which channels and campaigns delivered the best cost-per-lead.

Results Achieved

Citi Industries’ new digital foundation rapidly turned into real business results.

Key Performance Indicators:

• Organic Visibility: Now owns all core service keywords as top-ranking results, driving $100K in revenue per month

• Business Growth: Recorded highest-ever revenue months within the first few months of engagement

Successes by Milestone

A strategic roadmap showcasing key achievements across short-, mid-, and long-term initiatives. From stabilising ad performance and enhancing tracking to revamping website structure and preparing for advanced digital growth, each milestone reflects a step forward in driving measurable results and scalable success.

Short-Term Wins:

• Launched Google and Meta Ads campaigns targeting high-intent commercial plumbing and trade waste searchers

• Delivered a full website redevelopment focused on clearer messaging, SEO structure, and conversion flow

• Implemented accurate tracking and attribution to identify the most cost-effective lead sources

Mid-Term Gains:

• Improved search rankings for key services like “grease trap installation” and “wash bay construction”

• Unified branding and messaging across all digital channels to strengthen market perception

• Developed a scalable ad framework to expand into new service areas and industries

Long-Term Plans:

• Build a dominant SEO presence across long-tail trade waste and commercial plumbing terms

• Launch content marketing campaigns to educate businesses on compliance and infrastructure

• Scale regional targeting in ads to capture leads from councils and commercial property groups

• Use lead data to continually optimise spend and improve cost per acquisition over time

Why This Case Study Matters

Citi Industries’ transformation is a prime example of how a full-service digital approach, anchored in performance, clarity, and technical excellence — can unlock record-setting growth, even in specialised B2B sectors.

Final Thoughts

From visibility to revenue, Citi Industries now leads their niche online. With strategic oversight and channel-level optimisation, they’re poised for continued dominance.

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