Roofing
CyberEngine™ Full-Service Growth
A trusted NYC mainstay since the early 2000s, this family-run roofing company serves all five NYC boroughs. Known for reliability and craftsmanship, they specialize in townhouses, brownstones, and low-rise commercial buildings. With eight mobile crews and an in-house metal shop, they handle everything from slate and asphalt to single-ply membranes—without relying on subcontractors.
A skilled, full-time team of over 60 employees powers operations: inspectors, estimators, installers, carpenters, drivers, and administrative staff. While their field reputation was excellent, the online presence lagged. Their 10-year-old website loaded in six seconds, buried them on Google page three, and left paid ads neglected—run only when the owner had spare time. Social media was inactive since 2019, causing prospects to wonder if the company still existed.
Growth-minded leadership recognized the ceiling. Two back-to-back storm seasons overloaded voicemail, confirming demand was there—but the company was digitally invisible. The owners set a bold but achievable goal: double revenue in three years while ensuring steady work for crews year-round. To modernize marketing, refocus ad spend, and build a scalable pipeline, they hired our agency.
Crushing metropolitan competition inflated advertising costs. National franchises dominated Google with seven-figure budgets, while hyper-local competitors locked down top spots on the coveted Google Map Pack (the top local listings shown for location-based searches). Clicks for high-intent keywords like “roof repair NYC” routinely cost $40 or more, eating margins on smaller jobs. Even branded searches sometimes showed competitor ads above theirs, poaching referral traffic.
An outdated website drained conversions. The legacy template lacked schema markup—code that helps search engines understand a webpage—so Google misread key content. The site took six seconds to load on mobile, and bounce rate soared to 78%. Duplicate service pages diluted authority, while broken contact forms pushed visitors to voicemail, which often went unreturned. 60% of traffic was mobile, yet visitors left before even seeing a project photo.
Fragmented channel coverage wasted ad dollars. Google Local Services Ads (LSA)—pay-per-lead ads that sit above normal search ads—were never activated due to the paperwork hurdle. Facebook Ads targeted too broadly (e.g., “home improvement”), showing slate roof offers to renters. A wide service radius led to long, unprofitable trips, frustrating estimators. Without clear tracking, management hesitated to invest during high-demand months, losing revenue from storm-related emergency jobs.
Reputation management was reactive at best. Though field crews impressed clients, positive reviews trickled in slowly. Just one 3-star post could drop their average below 4.5—hurting click-through rates significantly. Without a follow-up system—no review request texts, no alert tracking, no reply templates—negative experiences lingered and weakened bids for large commercial maintenance contracts.
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.
We generated over $3.1 million in revenue for the client within the first 12 months. This growth is directly attributable to our paid media strategy—specifically, Google Ads, Google Local Services Ads (LSA), Facebook Ads, and Google Maps optimization. Using the numbers provided by the client (a 35% lead-to-customer close rate and a $6,000 average job value) our campaigns generated 1,482 leads and an estimated $3.1 million in booked work.
Most importantly, many of those gains came from high-margin full roof replacements, rather than low-ticket patch repairs. That margin boost allowed the company to expand: they hired two apprentice crews and committed to off-season training for future leads.
Our work contributed to a 28% year-over-year revenue increase for the business. The client also reported their highest-ever sales volume in May, June, and July—months that historically relied on reactive marketing and weather-driven inquiries. The newfound predictability gave them confidence to invest in tools, talent, and geographic expansion.
Demand remained strong and consistent throughout the year. After the first month, lead volume never dipped below 80 per month, allowing office staff to confidently schedule inspections within 48 hours. Unlike in prior years, emergency calls could be answered promptly, even in peak months. Crew leads could plan ahead, manage staffing more effectively, and minimize downtime. For the first time, busy seasons no longer meant chaos—they meant control.
Marketing ROI exceeded expectations. When you divide the estimated revenue by combined ad spend and management fees, the result is a 12.3:1 return on ad spend (ROAS)—every dollar spent delivered $12.3 in booked work. With cost-per-lead down 42% and click-throughs rising thanks to stronger reviews, the company renewed our partnership for the second year and is now exploring AI-powered drone quotes to accelerate future growth.
Secondary gains multiplied. Improved reputation metrics, faster response times, and a surge in five-star reviews helped the business win six new commercial maintenance contracts—each worth over $100,000 annually. Their sales manager also reported higher close rates on in-home estimates, crediting clearer online proof of past work. They’ve since begun planning a second satellite office.
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