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Case study

Roofing Contractor · Indiana

We took this family-owned regional roofing contractor from #45 and nearly invisible to #1 organically, 660 leads and an estimated ~$2.2M in revenue influenced.

Case study 01 · Featured

Roofing Contractor

Indiana

A family-owned regional roofing contractor serving a 10-city metro area came to us ranking #45 organically, nearly invisible, with lead flow almost entirely dependent on Google Business Profile calls. The mandate: dominate local search and turn the website into a real second lead channel. A proper, methodical campaign delivered GBP map rankings within ~3 months and organic #1 within a year.

~$2.2M
revenue influenced (modeled)
~121×
return on SEO spend (modeled)
$27
cost per lead (vs $75–300+ paid)
660
leads over 2 years
#1
organic rank (from #45)

Before & after (2-year engagement · 5-mile grid)

Organic rank
#45#1
Local grid visibility (SoLV)
43%85%
Avg. rank position
4.351.96
Website form leads
23137
From #45 to #1. From 43% to 85% local grid visibility. 660 leads and an estimated ~$2.2M in revenue influenced, two years in, and still climbing.

What we did

  • Took organic rank from #45 to #1 through technical SEO, content & GBP optimization
  • Nearly doubled local-grid visibility (SoLV 43% → 85%) across the 5-mile radius
  • Turned the website into a real lead channel, forms grew from 14% to 38% of the mix
  • Published original, locally-targeted content aligned to storm-damage demand
  • Added and tracked GMB chat as a new inbound channel
  • Built month-by-month, channel-level lead tracking across all 36 months
Data & caveats: Ranking and visibility metrics from Google Business Profile and Local Falcon (5-mile grid); leads from GBP reports and website form records (Jul 2023–present). Rank, SoLV and Year 1–2 lead totals are verified; the baseline is partly back-calculated from screenshots. Revenue is modeled, a 30% close rate and ~$11K average job applied to lead volume, and represents revenue influenced, not booked. Cost per lead is blended across 660 leads (falling to ~$24 at current run-rate).
Google Business Profile visibility

Map-pack coverage: 42% to 92% top-3 in four months

Each dot is a search point across the service area, and the number is the business’s Google map rank there. Within the first four months of the campaign, top-3 Share of Local Voice (SoLV) climbed from 42% to 92%, near-total green across the grid.

Before42% SoLV (top-3)
8854444111185444323213933221111259104211132258553111244614442112345664522223456444243252774333342225811544466798866614778910109
After · 4 months92% SoLV (top-3)
4233331111122441421111421111111114211111111142111111112311111111122111111111111111111111111111111112111111111131111133524
Top 3 (1–3)4–56–78+

Data extracted from the client’s actual Local Falcon reports. Grid redrawn to protect the client’s exact locations.

Fresh result · Q4 (Apr–Jun)

Leads are still compounding, quarter over quarter

The most recent Q4 (Apr–Jun) delivered 162 total leads, up 60.4% on the prior year and 145.5% over the Year Zero baseline, phone calls, form fills, and now website chat all climbing together.

Phone calls Form fills Website chat
020406080100120140160180Year Zero calls: 57Year Zero forms: 966Year ZeroYear 1 calls: 71Year 1 forms: 30101Year 1Year 2 calls: 87Year 2 forms: 65Year 2 chat: 10162Year 2
YearCallsFormsChatTotalvs prevvs Year 0
Year Zero57966
Year 17130101+53.0%+53.0%
Year 2876510162+60.4%+145.5%
Organic growth

Real organic performance, straight from Google

This is the live Google Search Console view for this roofing client: impressions and clicks climbing together over a year of work. No vanity metrics, just what Google actually reports.

Impressions (Apr)
70,095
Clicks (Apr)
405
Clicks growth
+514%
Impressions (left) Clicks (right)
0k10k20k30k40k50k60k70k80k0100200300400500May 25Jun 25Jul 25Aug 25Sep 25Oct 25Nov 25Dec 25Jan 26Feb 26Mar 26Apr 26

How this turns into more local leads

Impressions are how often you show up in Google; clicks are the people who actually land on your site. Growing clicks by 514% in a year means roughly five times as many potential customers arriving from search, every month, without paying per click. More qualified visitors on your pages means more calls, more quote requests, and more booked jobs from demand that already exists.

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