A new website and traffic strategy produced 4x more annual revenue.
Roofline Pro had 18 years of experience and zero digital presence. We built their online foundation from scratch and turned search into a consistent source of high-value residential roofing jobs.
+420%
Annual Revenue
4.2%
Conversion Rate
+89%
Qualified Leads
8 months
Time to Results
The Company
Industry
Home Services: Residential Roofing
Location
Texas, United States
Annual Revenue (start)
$740K
Engagement Length
8 months
Services
Web Design, SEO, PPC
18 years in business, zero online presence.
Roofline Pro had built a solid reputation on word of mouth and yard signs over 18 years. But referrals are unpredictable. When the owner wanted to grow beyond $1M in revenue, he knew the referral channel alone would not get him there. Their website was built in 2014, loaded in 8 seconds, had no contact form, no reviews, and ranked for nothing. They had never run a Google Ad. The opportunity was enormous. Residential roofing is one of the highest-intent local search categories, with CPCs that are high but cost per job that is very low relative to ticket size.
Starting from zero in a high-competition, high-ticket market.
Unusable Website
The existing site had no clear service descriptions, no pricing signals, no photo gallery, no trust indicators, and no way to request a quote online. It was actively losing jobs by failing to answer the questions homeowners need answered before calling.
Zero Organic Rankings
The domain had no SEO history, no backlinks, and ranked for nothing beyond their exact business name. Competitors had been investing in SEO for 5+ years and held strong positions for every service term in the region.
No Review Presence
8 Google reviews, 3.8 rating. In home services, reviews are the primary trust signal for new customers. Competitors had 200-400 reviews at 4.8+. A homeowner spending $15,000 on a roof replacement is not calling a company with 8 reviews.
Seasonal Revenue Dependency
Without a pipeline of inbound leads, revenue was entirely tied to storm season. After a bad spring, the business would struggle for months. No digital presence meant no way to generate demand independent of weather events.
High CPC Competitive Market
Roofing is one of the most expensive Google Ads categories in Texas, with CPCs of $25-$60 per click. Starting a new account with no quality score history meant initial ads would cost more and perform worse than established competitors.
No Tracking Infrastructure
No Google Analytics, no call tracking, no conversion data at all. There was no way to know where a lead came from or how much it cost to acquire. Building measurement was a prerequisite before spending any meaningful ad budget.
Build a conversion machine. Then drive traffic to it.
01
Month 1
Conversion-First Website Redesign
Built a new site in 6 weeks optimized for one thing: getting homeowners to request a quote. Lead capture above the fold on every page. Photo galleries of completed jobs. Detailed service pages for roofing installation, repair, and storm damage. 47 five-star reviews imported. Site loaded in 1.4 seconds.
02
Month 1
Tracking and Analytics Setup
Installed call tracking numbers on all landing pages, set up Google Analytics 4 with conversion events for form submissions and phone calls, connected Google Ads to real conversion data from day one.
03
Month 1-2
Google Ads Launch
Launched with a tightly controlled $4,000/month budget across 3 campaigns: roof replacement, roof repair, and storm damage. Exact and phrase match only. Custom landing pages for each campaign with message-matched headlines.
04
Month 2-4
Local SEO Foundation
Built and fully optimized the Google Business Profile. Launched a citation building campaign across 60 directories. Created service area pages for the 8 primary zip codes served. Implemented LocalBusiness schema. Launched post-job review requests via text.
05
Month 4 onward
SEO Content and Authority Building
Published monthly educational content targeting homeowner questions. Built backlinks through local business associations and home improvement content partnerships. By month 8, 14 service-intent keywords were ranking in top 5.
From $740K to over $3.8M in annual revenue.
+420%
Annual Revenue
$740K to $3.8M
4.2%
Conversion Rate
Site average
+89%
Qualified Leads
Month over month
4.9
Google Rating
180+ reviews
Additional wins
Google reviews grew from 8 to 180+ in 8 months
14 service keywords ranking in top 5 organically
Cost per lead dropped from $180 to $62 as quality score improved
Zero storm-season revenue dependency � now booking 6 weeks ahead
Owner hired 4 additional crew members to handle volume
Milestones
Month 1: New site live, ads launched, first 10 online leads
Month 2: Conversion rate hits 3.1%, cost per lead drops 30%
Month 4: GBP ranking in map pack, organic leads begin
Month 6: Organic traffic contributes 40% of total leads
Month 8: $3.8M annual revenue run rate, booked 6 weeks out
“I was skeptical about digital marketing because I had tried it before and wasted money. Nextvure was different. They started with the website, which meant every dollar in ads actually had somewhere to go. We are now booked six weeks out and turning down work.”
— Mike T., Owner, Roofline Pro