From ~20 to 60+ Leads a Month, on 40% Less Ad Spend
A 15-year-old Midwest roofing company with excellent work was losing jobs to competitors who simply showed up first on Google. Lead volume doubled in 90 days. At six months: 60+ leads a month, 387% ROI and 40% less spent on ads.
Book Your Discovery Call15 Years of Great Work. Losing Jobs to Worse Roofers Online.
Their reputation was earned job by job across several Midwest cities. Online, none of that showed.
What Was in the Way
- A 5-year-old website that looked dated
- Photos that undersold the quality of their work
- No SEO strategy, and nowhere in Google's results
- No clear next step for visitors on the site
- Competitors with weaker service holding page one
What They Had Going For Them
- An established reputation across multiple Midwest cities
- Roofing, gutters, siding and skylights
- Both residential and commercial clients
- 15+ years of proven, quality work
Every Month Online Cost Them Jobs
While they focused on the work, customers searching for exactly what they do were hiring someone else.
A Website That Sent People Away
Outdated design, weak photos and no calls to action. Visitors left before they ever saw the quality of the work.
Missing From Search
No rankings for money keywords, no place in the Maps 3-Pack and no organic traffic.
Ads With No Tracking
Money went into ads with no way to see what produced a job.
A Gap That Kept Widening
The longer competitors held page one, the harder it got to catch up.
Five Years of Waiting Was Enough
After watching leads go to competitors for five years, they decided every month of waiting was costing them thousands in lost jobs, and committed to fixing it properly.
Seven Phases, Each Building on the Last
Not a few SEO tweaks: a rebuilt search presence where the website, SEO, local and paid ads all work as one system.
- 1.
A Website Built to Convert
Weeks 1–2
Rebuilt from the ground up: modern design, their own project photos presented properly, fast load times, mobile-first layout and a clear call to action on every page.
Result: 3× longer time on site and a 2× higher conversion rate
- 2.
70+ Service and City Pages
Weeks 2–4
A dedicated page for each service, material and city they serve, each built around what their customers actually search.
Result: Ranking for 600+ keywords soon after launch
- 3.
Content That Answers Customer Questions
Month 1+
In-depth articles, each 1,000+ words, answering the questions homeowners ask before they hire a roofer.
Result: Recognized as the local authority in their market
- 4.
Links and Authority
Month 1+
2–6 quality backlinks a month from relevant sites, making them steadily more competitive against established players.
Result: Authority climbed month over month
- 5.
Local Search
Month 1+
A fully optimized Google Business Profile and citations across 50+ directories, to get them into the Maps 3-Pack.
Result: In the Maps 3-Pack for 15+ local searches
- 6.
Paid Ads Rebuilt With Tracking
Month 2+
Campaigns rebuilt from scratch: wasted keywords cut, conversion tracking added and dedicated landing pages built.
Result: 40% less ad spend, with more qualified leads
- 7.
Built to Scale
Month 3+
Everything was set up so that when they open a new location, the playbook rolls out without starting from scratch.
Result: Ready for multi-location growth
Lead Volume Doubled in 90 Days, and Hit 60+ a Month by Month 6
The website, SEO, local search and rebuilt paid ads, working together. Positive ROI inside 90 days, 387% ROI by month six, and 40% less spent on ads.
Monthly leads
The First 90 Days
At 6 Months
3× the Leads and 387% ROI in Six Months
That's from search alone, before referrals and repeat business.
Before Photon SEO
- Leads / month: ~20
- Close rate: 25%
- Jobs / month: 5
- Page-1 keywords: none
- Ads: untracked
After 6 Months
- Leads / month: 60+
- Close rate: 30%
- Jobs / month: 18
- Page-1 keywords: 80+
- Ads: fully tracked, 40% less spend
Beyond the Numbers
- Better leads: fewer tire-kickers, more homeowners ready to sign
- Shorter sales cycles, because the website answered questions before the first call
- A professional site that matched the quality of the work
- Less staff time spent on basic questions
We knew we needed to do something about our website, but we kept putting it off. Biggest mistake we made was waiting 5 years. In 6 months, we’ve gotten more leads than the previous 3 years combined. The ROI is insane — we’re looking at opening another location because we finally figured out how to generate leads consistently.
What This Means for Your Roofing Company
Great Work Isn't Enough on Its Own
Fifteen years of quality meant little to homeowners who couldn't find them. Being found is what turns a reputation into jobs.
Your Website Is Your Estimate Before the Estimate
A dated site makes homeowners assume dated work. A strong one starts the sale before you pick up the phone.
One System Beats Separate Channels
Ads alone hadn't worked. The results came from the website, SEO, local and paid ads working together.
Organic Rankings Keep Paying
Ads stop when the spend stops. Rankings keep producing leads, which is why the return grows the longer the system runs.
Ready to Win the Jobs Going to Your Competitors?
Book a discovery call. We look at your market and the roofers outranking you before we talk, and show you what it would take to get results like these.
- Website
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- SEO
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- Local Search
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- Paid Ads
Questions About This Case Study
Is this result typical?
It's within the range we see for committed clients. Not every business hits 387% ROI; some see less and some see more. Doubling leads within 90 days is very achievable with proper execution and a business ready to act.
Will this work for my roofing company?
If homeowners in your area search Google before they hire a roofer, yes. The same system has worked across roofing, siding, gutters and other home services.
How long before I see results?
Paid ads typically produce leads within 7–14 days. SEO builds over 30–60 days. The full blended effect usually shows around the 90-day mark and keeps improving after that.
I tried SEO before and it didn't work. Why would this be different?
Most agencies chase keywords that look impressive but don't produce jobs. We use paid ads data to find the searches that actually turn into revenue, then build SEO around those.
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