Maston’s Plumbing & Drain

From the Front Lines to Incredible Business Feats

When Cale Forester, owner of Maston’s Plumbing & Drain, came back from serving in Afghanistan, he had nothing to his name. He was a plumbing apprentice for his brother-in-law, but didn’t have a home to go to and was sleeping under a bridge every night. After a year of apprenticeship, he became fully licensed and was working as a contractor for a local company. That’s when he realized he was missing something in his trade of choice: pride. So, he ventured out on his own with one truck, $1,200 and a dream—and that’s where KickCharge comes in.

Rising Through the Ranks

Once Cale worked up a bit in revenue, he reached out to us on Facebook in late 2023 to start his rebranding journey. His background as a veteran inspired the logo design, which plays on the nostalgia of post-World War II America, when people were just getting back to work and their “regular” lives. Maston’s tagline, “The Way Service Ought to Be,” is a direct reference to that “good ol’ days” feel they were aiming for. This, paired with a retro wartime color palette, delivered a brand identity that is sure to stand out in an expanse of white vans.

Post-rebrand, their revenue doubled in just over a year. They even had a resident send them a video so they could tell the Maston’s team that seeing their branding was “a hearkening back to their childhood” that brought about feelings of “nostalgia, trustworthiness and comfort.” They are creating emotional responses in their community that keep them “sticky” in customers’ minds. With such rapid growth and recognition, Maston’s has come full circle—the bridge Cale once slept under now carries a Maston’s billboard above it!

Calling in the Reinforcements

Even with all of this incredible success, Maston’s journey didn’t stop there! In February 2025, they came back to the KickCharge team to elevate their digital strategy. Their primary goals included doubling year-over-year revenue, increasing qualified lead flow and strengthening their online visibility to compete with larger regional players. Our first step was creating a revamped, user-friendly website to drive leads. While staying true to the branding, our team was able to design a clean, clear, easily navigable site that uses relevant keywords to build up their SEO relevance and trustworthiness with search engines like Google.

Next was a strategy centered on building consistent visibility through Google Business Profile (GBP) optimization and SEO, targeted paid campaigns and improved conversion tracking. With all of these elements in place, staggering results started blossoming in just a few months! When comparing the July–September 2024 time frame to 2025’s, their GBP experienced these mindblowing stats:

• Profile interactions increased 30% year over year
• Spending $72 per conversion on pay-per-click (PPC) ads compared to the industry standard of $100 per conversion
• Call volume increase of 303%
• First page ranking for lucrative search terms such as “Drain Cleaning in Tulsa”

A Different Caliber of Plumber

Cale and the Maston’s team are a disciplined, determined and highly motivated troop. This veteran-owned and -operated business came to KickCharge with big goals in mind—and has achieved them, with no plans to stop anytime soon! Our alliance has taken them to the top of their market, and they still have tons of room to soar and ground to break. We can’t wait to see how their enhanced GBP and SEO further grow their business over the next few months!