--- title: "Case Study: 38 Inquiries in 13 Weeks for a Calgary PPF Shop, 82% Premium" description: "Case study: Calgary PPF shop Precise Detailing logged 38 website inquiries across 13 weeks, 82% for $750+ services. The strategy and the numbers." url: https://fifteenthmeridian.com/blog/calgary-ppf-shop-website-case-study --- [Back to Blog](https://fifteenthmeridian.com/blog) Case Study · Web Design August 23, 2026 7 min read By Grayson Dyck # Case Study: 38 Inquiries in 13 Weeks for a Calgary PPF Shop, 82% Premium **The short answer.** Precise Detailing, a Calgary paint protection shop, launched a new site in May 2026 built around one idea: lead with the high-ticket protection work. Over 13 weeks of form activity the contact form logged 38 inquiries, and 82% of them named a service listed at $750 or more. June to July inquiries doubled, 9 to 18. The owner puts overall business at about 1.5x last year. Every number in this post comes from the form inbox we run, the site content we wrote, our own August 2026 check of six Calgary shop homepages, or a named source you can click. Client figures are labelled as owner-reported. Precise Detailing does paint protection film, paint correction and graphene coatings in Calgary. By the owner’s estimate, about 30% of last year’s jobs were interior details, the low-ticket end of the detailing market. The new site, live since early May 2026, makes one bet. The homepage menu leads with protection: six service cards, every one with a listed price, from a $100 motorcycle detail to a $1,200 graphene coating, with bundles and a full-body PPF option running to $5,500 on the services page. No interior packages anywhere. The inquiry form asks which service you want and what vehicle you drive, so most submissions land pre-scoped. Sixteen weeks live and 13 weeks of form data later, the bet has numbers. ## What 13 weeks of inquiries look like The site went live in early May 2026. First form submission May 20, last in the window August 19. Month by month: Form inquiries by month, precisedetailing.ca May 2026, first inquiry May 20 4 June 2026 9 July 2026 18 August 2026, through Aug 23 7 June to July is the line that matters: 9 to 18, an exact 2x in the site’s second full month. A second-full-month double is momentum, not a launch spike. 82% of form inquiries name a service listed at $750 or more The mix is the real story. Ask a detailing shop what a generalist site pulls: washes, interior cleans, the occasional big job. Here is what this protection-first menu pulled instead: Service named on the inquiry form, all 38 submissions Paint protection film, listed at $800 13 · 34% Paint correction, listed at $750 10 · 26% Not sure yet 5 · 13% Graphene coating, listed at $1,200 4 · 11% PPF + graphene bundle 4 · 11% Motorcycle detail, listed at $100 2 · 5% PPF and paint correction alone are 61% of all inquiries, 23 of 38. Zero submissions chose the two windshield services listed at $150 and $500, and only 2 of 38 asked about the $100 motorcycle detail. Buyers who arrived through this menu asked for premium work. The site filtered before the phone rang. ## The industry context: PPF is everywhere now Detailing is a growth market, and exterior work holds the major share of it. [Precedence Research](https://www.precedenceresearch.com/car-detailing-service-market) puts the North America car detailing service market at USD 15.90 billion in 2025, heading for USD 29.25 billion by 2035 at a 6.29% CAGR, with the exterior segment holding the major share and North America the fastest-growing region. Calgary reflects it. The shortlist for any protection buyer here mixes franchise installers and independents, all selling the same three letters. When every shop on the shortlist offers PPF, the website is where you win or lose the buyer before anyone picks up a phone. We checked six Calgary shops offering PPF and coatings in August 2026, homepages only: Six Calgary PPF and coating shop homepages, checked August 2026 Show any price on the homepage 1 of 6 Have a form of any kind on the homepage 3 of 6 Mention interior detailing on the homepage 2 of 6 Five of six show no price anywhere on the homepage. Precise prints the number on every service card. That single choice does two jobs: it sets expectations before the first message, and it signals confidence to the four-figure buyer comparing tabs at 11pm. ## What those 38 leads are worth For paid-search context, [LocaliQ’s 2026 benchmarks](https://localiq.com/blog/automotive-search-advertising-benchmarks/), built from more than 2,000 automotive search ad campaigns, put the average automotive cost per lead at $32.79 USD, and $53.52 USD for the nearest listed subcategory to paint work, Body Repair & Paint. At those rates, buying 38 leads would run about $1,250 to $2,030 USD, and that spend repeats for as long as the ads do. The benchmarks are US paid-search figures, directional context only, but the direction is the point: form inquiries carry real market value. ## How a PPF shop stands out in a crowded category Nothing here depends on Precise being early. PPF is a crowded category in Canada’s big cities. The site competes on positioning choices any shop could make and most skip: **Lead with the premium menu.** The homepage sells six services and no interior packages. A menu that sells everything tells the buyer nothing. A protection-led six-card menu communicates a specialist; sixteen mixed services communicate a car wash with ambitions. **Print prices.** One of six Calgary competitors we checked shows any price on its homepage. Publishing real numbers, $750 correction to a $5,500 full-body option, pre-sells the buyer who wants the work and saves everyone else’s time. The 82% premium mix in the form data is consistent with that filter working. **Make the form do intake.** Service and vehicle up front, quote context carried in from the service pages. Most inquiries arrive as scoped jobs, not a "how much for detailing" call, so the shop can quote from the first reply. The pattern is the same one we push on every trades and services build: a niche site that sells the highest-ticket work beats a broad site that sells all of it. ## What the owner sees Mike, who owns Precise Detailing, reports business at about 1.5x last year, with most customers now booking the more expensive services. His estimate for last year: about 30% of jobs were interior details. This year the site does not list interior work at all, and the inquiry mix above shows what fills the form instead. Those figures are his, not ours; the form data is the part we can prove. ## Methodology and limitations Inquiry counts come from the site’s spam-filtered contact form inbox: 38 submissions, first on May 20, last on August 19, 2026, observed through August 23. All shares are out of those 38. The count excludes phone calls, Instagram DMs and walk-ins, so it likely understates total lead flow. August is a partial month, 7 inquiries through August 23. The site went live in early May 2026, so the 13-week figure is the span of form activity, not the full time live, and no tracked pre-launch inquiry baseline exists, so this is a first-months report, not a before-and-after. Revenue multiple, service-mix shift and last year’s interior share are owner-reported estimates, not audited figures. The six-shop Calgary scan covered each shop’s public homepage only, in August 2026; inner pages were not reviewed. LocaliQ cost-per-lead figures are USD, from US search ad campaigns, and serve as directional context only. ## Frequently Asked Questions ### How many inquiries did the new website generate? The contact form logged 38 inquiries across 13 weeks of form activity, May 20 to August 19, 2026, within the site’s first four months live. That count is form submissions only; phone calls, DMs and walk-ins are not included, so total lead flow is likely higher. ### What services did people ask for? 82% of inquiries named a service listed at $750 or more: paint protection film 34%, paint correction 26%, graphene coating 11%, and the PPF + graphene bundle 11%. Only 5% asked about the $100 motorcycle detail, and nobody picked the $150 or $500 windshield services. ### Why is interior detailing not on the site? Positioning. The owner estimates interior details were about 30% of jobs last year, the low-ticket end of the market. The site’s menu is built around protection work and lists no interior packages, and the inquiry mix followed the menu: premium requests, almost no low-ticket asks. ### How does this compare to other Calgary detailing sites? Of six Calgary shops offering PPF and coatings whose homepages we checked in August 2026, one showed any pricing on its homepage and three had a form of any kind on it. Precise lists a price on every homepage service card and scopes leads with service and vehicle fields. ### What would 38 leads cost through paid search? LocaliQ’s 2026 automotive benchmarks, from 2,000+ campaigns, put average cost per lead at $32.79 USD, and $53.52 USD for Body Repair & Paint. At those rates, 38 leads represent about $1,250 to $2,030 USD in ad spend. Those are US paid-search figures, directional context only. ## Related Reading - [Marketing for Calgary home service businesses](https://fifteenthmeridian.com/blog/calgary-home-services-marketing), the same niche-first playbook applied across the trades. - [Contractor website design examples](https://fifteenthmeridian.com/blog/contractor-website-design-examples), what a lead-generating trades site looks like in practice. Niche sites for niche shops ## We build sites that sell your highest-ticket work. If your site sells everything you do and your inquiries keep asking for the cheapest thing on it, the menu is the problem. We will show you what a protection-first rebuild would look like on your numbers. [Talk to us](https://fifteenthmeridian.com/contact)