Roofing Companies: what the work produced

This is one roofing engagement, written in the order it happened: where the company started, what we found, what we did, what the numbers showed and what we would change. The client is not named. Every figure comes from call tracking, Google Search Console or Google Ads reporting.

The situation

Roofing leads tend to arrive as phone calls. Someone has a leak or storm damage, searches on their phone and calls the first result that looks local and real. One booked replacement can be worth more than a month of ad spend, so the number that matters is not visits. It is calls from people who wanted a roof, and which source each call came from.

What we found

Before changing anything we checked four things, because each one can hide a problem from the other three.

The website

We checked whether each service the company sells, such as repair, replacement and storm damage, had its own page, and whether each city it serves had one. A single Roofing page cannot rank for forty different service and city searches, because a page can only be about one thing.

The ad account

We read the search terms report, which lists what people actually typed before clicking. Roofing accounts can pay for clicks from people hunting for a job, a DIY guide or a material price. Those clicks never become calls.

The Google Business Profile

A company that travels to the customer should be set up as a service-area business. Google publishes the rules, and a profile that ignores them can be suspended.

The phone line

We checked whether anyone could tell which source produced which call. If one number sits on the site, the ads and the profile, the answer is no.

The order of the audit matters. If you fix the ads before you can track calls, you cannot tell whether the fix worked. So the phone line comes first, even though it is the least visible part of the account.

What we did

Each part of the work had a reason, so here is the mechanism behind each.

Service and city pages We built a separate page for each service in each city the company serves. A search for roof repair in one city is a different question from roof replacement in the next city over, and a page answers one question well.
Search campaign structure We split the Google Ads account by service, so an ad for storm damage repair lands on the storm damage page and not on a generic homepage. We added negative keywords from the search terms report, which stops the account paying for clicks that cannot become jobs.
Call tracking We gave each source its own tracking number, so a call from an ad, a call from the organic listing and a call from the Business Profile appear as separate lines. We counted a call only above a minimum length agreed with the client, so missed calls and wrong numbers did not inflate the total.
Attribution Most customers touch more than one source before they call. They click an ad, leave, then come back from a search result a week later. Multi-touchpoint attribution records that sequence instead of giving all the credit to the last click.

Recent Work

Dental professionals of coral springs

What happened

We sorted calls into three groups: new job enquiries, existing customers, and everything else such as suppliers and wrong numbers. Only the first group counts as a lead in the figures above. A raw call count flatters every report, which is why we do not use it.

Three limits apply when you read these numbers. First, roofing demand moves with weather. A hailstorm raises calls for every roofer in the area, so a fair comparison uses the same period a year earlier and not only the previous month. Second, organic search changes slowly because Google has to crawl and assess new pages, while paid search changes within days. That is why the timeframe sits next to the results. Third, this is one company in one market. It shows what the work produced there. It does not predict what it will produce for you.

Is your situation similar

This case is most relevant to you if three things are true:

It is less relevant if you work from referrals alone, or if you run one location with a single service. The tracking lessons still apply, but the page and campaign structure described here assumes many services across many cities.

If that is you, the first step is the same one we took here: look at the site, the ad account, the Business Profile and the phone line together, and find where calls come from and where they do not. Call us today and we will tell you what that review would cover for your company.