How We Drove $3.1 Million in New Revenue for a NYC Roofer

We began with collaborative discovery. Over two intensive sessions, we spoke with estimators, crew leaders, and office staff to analyze revenue by job type and season. The data showed that full roof replacements on single-family homes made up 60% of profit—while patch jobs drained resources. From that, we defined our core objective: attract high-value replacements without overwhelming crews during seasonal surges.

A high-speed website rebuild came first. We replaced the outdated theme with a modern, mobile-first framework, hosted on a content delivery network (CDN) to reduce load time from six seconds to under two. The new design featured bold “Call Now” and “Free Estimate” buttons above the fold with benefit-driven copy. We added structured data snippets so Google could display reviews, services, and financing options directly in the search listing—increasing click-through by 14% overnight.

Next, we overhauled local SEO. We corrected NAP (name, address, phone) inconsistencies across 70+ directories, disavowed toxic backlinks, and launched a weekly blog answering questions like “How long does a shingle roof last in NYC?” Posts featured optimized before-and-after photos with alt text to help Google rank images. Within six months, three core service pages hit the top 5 organic spots and began delivering steady, free traffic.

Search ads got a precision reboot. We rebuilt campaigns using single-keyword ad groups (SKAGs)—one keyword per ad set—so ad copy aligned tightly with search intent. This boosted Quality Score, slashing cost-per-click by 43%. Negative keywords like “DIY” and competitor names kept irrelevant clicks out. We implemented tROAS (target return on ad spend) bidding to raise bids only when data projected strong profitability. Budgets once wasted now chased revenue.

We activated Google Local Services Ads (LSAs) to capture ready-to-buy leads. Previously left dormant due to the client’s hesitation with paperwork, LSAs became a cornerstone of inbound lead volume. We guided them through the verification process—background checks, license uploads, insurance validation—and within two weeks, the ads were live. Positioned above standard search ads, these pay-per-lead listings drove high-converting inquiries from homeowners actively seeking a roofer nearby. Because LSAs only charge for verified phone calls, we maintained a high return while helping the client appear more trustworthy with the Google Guaranteed badge.

Social media became a true funnel. Using Meta’s Advantage+ AI, we built lookalike audiences filtered by age and likely homeownership, excluding renters. Drone video ads of completed roofs caught attention, and anyone who watched 50% or more was retargeted with testimonials and limited-time offers. Automated rules paused underperforming ads, keeping frequency low and ROI high. Clicks turned into consultations.

We installed a review engine to lock in credibility. After every job, the CRM sent a text asking for a 1–5 rating. Ratings of 4 or 5 linked directly to Google Reviews. Lower scores opened a private chat with the office. Over 160 five-star reviews followed, pushing their rating from 4.1 to 4.8 and showcasing glowing stars in every Google result.