When a Charlotte-based roofing contractor came to us, they were relying entirely on referrals and struggling to grow. Three months later, they had 150+ new leads and were turning away work. Here's exactly how we did it—and how you can replicate these results.
90-Day Results Summary
The Client's Starting Point
ABC Roofing (name changed for privacy) had been in business for 8 years. They did quality work and had loyal customers, but growth had stalled. Their marketing consisted of:
- An outdated website built 6 years ago
- A Google Business Profile they'd never optimized
- No active advertising campaigns
- About 15 Google reviews (all positive, but not enough)
- Zero ranking visibility for any local search terms
Sound familiar? Many contractors are in exactly this position. They're good at what they do but invisible online. Let's break down what we did.
Phase 1: Foundation (Weeks 1-2)
New Conversion-Focused Website
We built a new contractor website designed specifically for roofing companies. Key features:
- • Mobile-first design (67% of their traffic is mobile)
- • Click-to-call phone numbers on every page
- • Simple quote request forms above the fold
- • Before/after project galleries
- • Service area pages for each city they cover
- • Fast loading (under 2 seconds)
Google Business Profile Optimization
Google Maps optimization was critical. We:
- • Completed every profile field (was only 60% complete)
- • Added 50+ project photos with optimized descriptions
- • Set up weekly Google Posts schedule
- • Launched a review generation campaign
- • Added all services and products offered
Phase 2: Immediate Lead Generation (Weeks 2-4)
While SEO builds over time, we needed leads flowing immediately. We launched Google Ads campaigns targeting high-intent keywords:
Google Ads Campaign Structure
- Campaign 1 - Emergency: "roof repair charlotte," "emergency roofer," "roof leak repair"
- Campaign 2 - Replacement: "roof replacement charlotte," "new roof cost," "roofing contractor"
- Campaign 3 - Storm: "storm damage repair," "hail damage roof," "insurance roof claim"
Each campaign sent traffic to dedicated landing pages optimized for that specific search intent.
Within the first week, Google Ads generated 12 leads. By week 4, we were averaging 15+ leads per week from paid search alone.
Phase 3: Building Organic Visibility (Weeks 4-12)
Local SEO takes time, but we started seeing results by week 8:
SEO Progress Timeline
- Week 4: Google Business Profile appearing in map pack for brand searches
- Week 6: First organic rankings for long-tail keywords
- Week 8: Ranking top 3 in map pack for "roofing contractor charlotte"
- Week 10: Organic traffic up 340% from baseline
- Week 12: 35+ organic leads per month (free traffic!)
The Services That Drove Results
This case study demonstrates what happens when you combine multiple marketing channels strategically. The services we used:
- Custom contractor website — The conversion foundation
- Google Maps optimization — Local pack visibility
- Google Ads management — Immediate lead generation
- Local SEO — Long-term organic traffic
- Managed hosting — Site speed and reliability
Key Takeaways for Your Business
Your website must convert
All the traffic in the world doesn't matter if visitors don't become leads. Mobile optimization and easy quote forms are essential.
Don't choose between ads and SEO
Use ads for immediate leads while building organic visibility. Over time, organic traffic reduces your cost per lead.
Reviews accelerate everything
This client went from 15 to 67 reviews in 90 days. More reviews = better rankings + higher conversion rates.
Local focus wins
Every page and campaign targeted specific cities in their service area. Generic approaches don't work in local services.
This Strategy Works Across Industries
While this case study features a roofing contractor, the same principles apply across home services. We've achieved similar results for HVAC companies, plumbers, electricians, and general contractors.
See more of our work on the Results page.
Ready for Results Like These?
Every contractor's situation is different, but the fundamentals are the same. Let's build a custom strategy for your business.
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