Case Studies
Real numbers from real clients. No projections, no cherry-picked screenshots.
Pressure Washing & Exterior Cleaning
Exquisite Exteriors
New York · Client since inception (2023)
Visit exquisite-exteriors.com →“I already had a website, but it wasn't getting work. Sal tightened everything up, improved load speed, and got me in front of the right people. Within 10 days, I had twice as many clients.”Owner, Exquisite Exteriors LLC
They acquired their local competitor
Since we started working together, Exquisite Exteriors has grown enough to acquire Upstate Softwash, a competing exterior cleaning company in the same market. That's not a traffic number or a ranking position, that's a business that outgrew its competition and bought it.
Visit upstatesoftwash.com →Tattoo Shops
Darkstar Tattoo & Mindcrusher Tattoo
Riverside, CA & Chicago, IL · Owned by the same operator
Same owner, two shops, two markets. Kevin Owings runs Darkstar Tattoo in Riverside and Mindcrusher Tattoo in Chicago, and brought Underground Index in to rebuild both, off Wix and onto fast, flat, mobile-first sites.
“So I kinda got lucky this guy finding me. I had a horrible time trying to build my website. He fixed both my website and my searches. I truly love this guy, weird mustache and all. Seriously great guy, honored to work with him.”Kevin Owings, Owner, Darkstar Tattoo & Mindcrusher Tattoo
Darkstar Tattoo — Riverside, CA
A full custom site off a Wix Studio build: six pages, zero frameworks, built around the keywords that actually bring in walk-ins, "tattoo shop Riverside CA" and the artist- and service-specific searches around it.
Visit darkstartattoo.com →Mindcrusher Tattoo — Chicago, IL
Same migration, same mobile-first approach, tuned for Rogers Park and the greater Chicago search market. Booking runs through Instagram DM and a Tally form instead of a generic contact page, because that's actually how their clients book.
Visit mindcrushertattoo.com →Window Cleaning
Efficient Window Cleaning
Beaverton, OR · Google Ads & LSA management
Visit efficientwindowcleaning.com →Before Underground Index, this account was spending about $4,200 a month across a Local Services Ads campaign and a Google Search Ads campaign that wasn't actually running. One working channel, one broken one.
- ~$4,200/mo total ad spend
- Google Search Ads campaign non-functional
- LSA cost per lead: $56.10
- ~$3,619/mo total investment
- Both channels live and tracked
- Website traffic up 45% month over month
Two months, tracked in the open
July was the first full month under management. August was the seasonal slowdown every exterior cleaning business in the Pacific Northwest sees. Rather than smooth that over, here's both months as reported to the client.
July 2026
August 2026
Lead volume dropped in August because the budget was intentionally cut for the seasonal slowdown, not because anything broke. Cost per lead still improved, from $72 down to $57, and the absolute top impression rate hit its highest point since onboarding.
“You're paying slightly more per lead right now but those leads are coming from tighter geography and more relevant searches. As the algorithm settles into the new setup over the next 30-60 days, CPL should come back down.”From the July report, before August's numbers proved it out