How We Added $1.4 Million in Roofing Revenue in 12 Months

We began with a full‑funnel diagnostic audit to track every customer touchpoint from keyword search to signed contract. We analyzed call recordings, replayed landing‑page sessions, and mapped inquiry timestamps against crew availability. This revealed the company had capacity for eight additional jobs per crew each month without overtime. It also allowed us to set clear benchmarks for lead volume, response time, and close rate before launching new campaigns.

Next, we overhauled the website for conversions. We improved copy readability, reduced load times to under two seconds, and installed a sticky “click‑to‑call” header displaying license numbers and warranty details to build trust. We added an AI‑powered chat widget for visitors hesitant to call, and it captured 12  percent of total year‑one leads. All calls, forms, and chats now flow into a single CRM (customer relationship management system), giving the entire team—from estimators to bookkeeping—a unified source of truth.

Google Ads was rebuilt into tightly themed ad groups focused on specific homeowner intent, such as “roof leak repair,” “roof replacement financing,” and “roof maintenance plans.” Each ad group connected to its own optimized landing page with one‑tap call buttons. Weekly negative‑keyword sweeps reduced wasted clicks by 45 percent, and call‑only campaigns captured mobile homeowners in emergency mode. Within the first month, click‑through rate jumped 64  percent.

We revived Local Services Ads with a review‑velocity sprint. Automated text requests were sent the moment crews completed a job, linking directly to Google’s review form. Review volume surged, moving the profile into the top‑three LSA positions within 28 days and keeping it there for 47 of the next 52 weeks. Before‑and‑after roof photos added visual proof, boosting call‑conversion rate by 11 percent.

Facebook campaigns shifted from random boosts to a two‑stage, video‑first funnel. Awareness videos introduced the brand to a broad metro audience, and viewers who watched at least half were retargeted with customer testimonials and project fly‑overs. Pre‑filled Instant Forms reduced friction, and offline‑conversion tracking revealed retargeted leads submitted forms 38 percent cheaper than cold traffic.

Finally, we fixed the lead follow‑up problem. Each new inquiry triggered simultaneous SMS, branded email, and a missed‑call text‑back offering a same‑day inspection. Push notifications allowed estimators to respond between attic climbs, cutting response time from 6 hours to under 7 minutes. We also delivered a comprehensive revenue dashboard displaying lead volume by source, cost per lead, close rate, and estimated revenue. This real‑time view allowed the owner to make informed operational decisions with confidence.