From 11 Roofs a Month
to 38 Signed Contracts
How a family-owned roofing company in Northwest Georgia tripled their monthly jobs, cut their cost per lead in half, and built the most-reviewed roofing company in their county - in under a year
A second-generation roofing company in Northwest Georgia had been operating for 17 years. Their workmanship was respected, their crews were experienced, and repeat business from past customers kept the lights on. But when the owners looked at their numbers heading into 2025, the picture was unsettling - 11 jobs a month on average, a thin off-season pipeline, and zero predictable way to find new customers outside of door-knocking after storms.
Storm-Chasing Dependency
Nearly 70% of new business came from storm canvassing - crews knocking doors after hail events. Effective in season, but completely unpredictable and impossible to scale without more labor on the ground.
No Presence in Local Search
Ranked on page 4 and beyond for "roofing company [city]," "roof replacement near me," and "storm damage roof repair." Homeowners searching online were finding three competitors before ever seeing their name.
Weak Review Profile
Only 16 Google reviews at 4.2 stars after 17 years in business. Competitors with far less experience had 80+ reviews. In a high-trust, high-ticket purchase like roofing, this was costing them jobs silently.
Expensive Third-Party Leads
Spending $1,400/month on HomeAdvisor and Angi leads at $110–$160 per lead. Close rate on these leads was 22% - far lower than referral or organic leads, and the quality was inconsistent at best.
No Off-Season Strategy
Revenue in November through February dropped 55% every year. No plan to capture replacement leads, maintenance inquiries, or insurance claim consultations during slow months. Crews were underutilized for 4 months annually.
Outdated Website
Website was a five-page brochure site with no service area pages, no before/after photos, no online estimate request, and a contact form that went to a personal Gmail account that was checked sporadically.
The Turning Point
In April 2025, following their slowest winter on record, the owners reached out to TrendSpot Media. "We've been doing this for 17 years and we still don't know where our next job is coming from unless there's a storm," one of them told us. "We need a system, not just more door hangers."
TrendSpot Media built a local SEO and lead generation system specifically designed for roofing - combining Google dominance, trust-first content, and paid campaigns timed around weather patterns. Here is how it unfolded month by month.
2025
Website Rebuild & Technical Foundation
Complete website overhaul: new mobile-first design, dedicated service pages for roof replacement, storm damage, gutters, and roof repair. Added 60+ project photos organized by roof type and neighborhood. Built online estimate request form routed directly to owner's phone via SMS. Fixed 28 technical SEO issues. Page load time dropped from 6.1 seconds to 1.9 seconds. Bounce rate fell from 79% to 41% within the first 30 days after launch.
2025
Google Business Profile & Review Engine
Rebuilt GBP from the ground up: 52 project photos uploaded, service descriptions rewritten with local keywords, Q&A section populated, and service areas defined across 6 counties. Launched post-job review request via SMS - sent to every customer within 24 hours of project completion. In 45 days, reviews grew from 16 to 44. Average rating rose from 4.2 to 4.9 stars. GBP profile views increased 290% by end of month.
2025
Local SEO & Service Area Content
Identified 31 high-value keywords across 6 service area cities. Built dedicated landing pages for each city targeting searches like "roof replacement [city]," "storm damage roofing [county]," and "metal roofing contractor [city]." Published 10 SEO blog articles answering homeowner questions: insurance claim processes, roof lifespan by material, signs you need a replacement vs. repair. First Map Pack appearances showed up for 4 search terms by end of June.
2025
Storm Season Google Ads Campaign
Launched targeted Google Ads campaign timed to peak storm season - focused exclusively on high-intent searches: "storm damage roof repair near me," "hail damage roof estimate," "emergency roof tarping." Set up geo-fencing within 25-mile service radius. Average cost per lead dropped to $67 vs. $130+ from HomeAdvisor. Ad campaign generated 94 leads in 60 days at a 34% close rate - significantly better than third-party lead sources. Cancelled HomeAdvisor subscription by August.
2025
Insurance Claim Content & Trust Authority
Created a dedicated "Insurance Claim Help" page walking homeowners through the claim process step by step - one of the most-searched topics in roofing. This single page ranked page 1 within 60 days for "how to file roof insurance claim [state]" and generated 28 inbound calls in its first month. Added contractor licensing credentials, manufacturer certifications (GAF Certified), and warranty information throughout the site to close the trust gap with competitors.
2025
Off-Season Pipeline Strategy
Launched "Winter Roof Health Check" campaign targeting homeowners before the slow season - $149 inspection with written report. Email and SMS outreach to 380 past customers generated 47 booked inspections. 19 of those converted to repair or replacement projects totaling $87,000 in off-season revenue. Organic search traffic hit 2,640 monthly visitors - up from 410 when we started. Monthly signed contracts reached 38 in October, the best single month in the company's 17-year history.
April → November 2025 Performance
8 months of execution - best year in 17 years of operation
| Metric | Before (April 2025) | After (November 2025) | Change |
|---|---|---|---|
| Monthly Signed Contracts | 11 jobs/month | 38 jobs/month | +245% |
| Monthly Website Traffic | 410 visitors | 2,640 visitors | +544% |
| Cost Per Lead | $130+ (HomeAdvisor) | $67 (own campaigns) | -52% |
| Lead Close Rate | 22% (3rd party leads) | 34% (own leads) | +55% |
| Google Reviews | 16 reviews (4.2★) | 81 reviews (4.9★) | +406% |
| Page 1 Keyword Rankings | 2 keywords | 31 keywords | +1,450% |
| Map Pack Appearances | 0 search terms | 14 search terms | New |
| Off-Season Revenue | Near zero (Nov–Feb) | $87K (inspection campaign) | New Pipeline |
Business Transformation Summary
Cancelled HomeAdvisor and Angi subscriptions saving $1,400/month while generating better leads at lower cost through their own channels. Built first-ever off-season revenue stream via inspection campaigns, eliminating the 55% winter revenue drop that had plagued the business for years. Became the highest-rated roofing company in the county with 81 reviews at 4.9 stars. October 2025 was the best single month in the company's 17-year history. Owner quoted: "We went from praying for storms to having a pipeline that fills itself. I wish we had done this ten years ago."
"We've been doing roofing in this area for 17 years. We know how to install a roof. What we didn't know was how to get found. Every year we'd have a good storm season and then watch the business go quiet from November to March. TrendSpot Media changed that completely. Within three months we were showing up in Google for searches we didn't even know people were making. The review system they set up runs on its own - customers get a text, they leave a review, we don't have to think about it. We cancelled HomeAdvisor because we didn't need it anymore. Our own leads close at a much better rate and cost us half as much. October was our best month ever - 38 jobs signed. And for the first time we didn't lose the winter. The inspection campaign brought in $87,000 in off-season work we would have just left on the table. This is what we needed all along."
Why Roofing Companies Choose TrendSpot Media
Roofing SEO Specialists
We understand the roofing sales cycle, storm seasonality, and the insurance claim process. Our strategy is built around how homeowners actually search for roofers.
Cut Third-Party Lead Costs
We replace HomeAdvisor and Angi dependency with owned lead channels - lower cost per lead, higher close rates, and leads that actually know who you are before they call.
Year-Round Revenue Strategy
Targeted campaigns for inspections, maintenance, and insurance consultations keep your crews working and your pipeline full even during off-peak months.
Review Systems That Run Themselves
Automated post-job review requests mean your reputation grows with every completed project - without anyone on your team having to remember to ask.
Multi-County Market Coverage
We build dedicated landing pages for every city and county in your service area so you rank everywhere your crews work - not just your home city.
Storm Season Ready
When a major weather event hits your area, we have Google Ads campaigns ready to activate within hours - capturing high-intent leads before competitors even react.
Ready to Stop Losing Customers to Your Competitors?
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