Case Study
How Adam Quenneville Roofing Dominated Local Search?
- Client: Adam Quenneville Roofing
- Location: South Hadley, MA (primary); Pittsfield, MA (secondary)
- Industry: Roofing Contractor
- Start Date: January 2025
- Website: 1800newroof.net
- Content Created: in June 2025 • Updated September 2025
- Client: Adam Quenneville Roofing
- Location: South Hadley, MA (primary); Pittsfield, MA (secondary)
- Industry: Roofing Contractor
- Start Date: January 2025
- Website: 1800newroof.net
- Content Created: in June 2025 • Updated September 2025
Breaking the Ceiling
- ✅ Low search traffic and first-time user visits
- ✅ Under-optimized Google Business Profiles
- ✅ Weak rankings in local map pack results
- ✅ Weak rankings in local map pack results
- ✅ Local SEO & Google Business Profile Optimization - Fully optimized GMB listings for South Hadley & Pittsfield: accurate NAP, service-area expansion, regular posts, and review generation (now >5★, 30+ reviews).
- ✅ Google Ads & Local Services Ads (PPC) – Built geo-targeted pages, ran targeted campaigns, and boosted citations to drive qualified leads and calls across Western Massachusetts.
- ✅ Search Engine Optimization (SEO) – Enhanced technical SEO, meta titles/descriptions, schema markup, and performance optimizations.
- ✅ Automated Lead Capture & CRM Integration – Implemented call tracking and CRM to capture every call, log first-time contacts, and ensure systematic follow-up processes.
The Collaborative Strategy
This transformation required both teams to contribute their unique strengths and work in perfect sync.
What Contractor Marketing Pros Delivered:
- ✅ Local SEO Foundation: Complete technical optimization for two markets
- ✅ Google Business Profile Transformation: Full optimization for South Hadley & Pittsfield locations
- ✅ PPC Architecture: Google Ads & Local Services Ads with geo-targeted campaigns
- ✅ Technical SEO Overhaul: Schema markup, meta optimization, site speed improvements
- ✅ Lead Capture System: Call tracking and CRM integration for complete visibility
- ✅ Performance Analytics: Real-time dashboards and weekly reporting
What Adam Quenneville Roofing Did On Their End
- Achieved 96.7% answer rate on 2,608 calls (industry average: 62%)
- 96.5% answer rate on first-time callers (1,978 calls, only 20 missed!)
- Average call duration: 2 minutes 47 seconds (shows quality conversations)
- Implemented a dedicated call team with overflow coverage
- Created separate scripts for each location’s market
- Installed a callback system for the rare missed call
- Generated 282 new 5-star reviews in just 6 months
- South Hadley: Grew to 1,141 total reviews (5.0 stars)
- Pittsfield: Added 1,032 reviews, maintaining 5.0 rating
- 100% review request rate on completed jobs
- The owner personally followed up on review requests
- Created video thank-yous for exceptional reviews
- Responded to every review within 12 hours
- Provided 60+ project photos monthly across both markets
- Documented every significant project with before/during/after shots
- Created location-specific content (South Hadley historic homes vs. Pittsfield commercial)
- The owner recorded weekly educational videos
- Shared seasonal content (ice dam prevention, storm damage)
- Participated in local events for content opportunities
- Their authentic content outperformed stock images 6:1 in engagement
- Maintained separate crews for each location
- Hired 6 new team members strategically placed
- Same-day estimates in both service areas
- Local project managers who knew their communities
- Coordinated scheduling to maximize efficiency
- Kept inventory in both locations for faster service
- This infrastructure allowed scaling without quality sacrifice
- Weekly sales training on digital lead conversion
- Developed market-specific pricing strategies
- Created financing options that increased tickets by 40%
- Close rate improved from 25% to 52% in 6 months
- Appointment-to-sale conversion: 68%
- Built different processes for each market’s demographics
- Tracked every lost opportunity for continuous improvement
- Started with $6K/month, scaled to $20K based on ROI
- Never questioned strategy during growth phases
- Approved immediate testing budgets for new campaigns
- Reinvested 25% of new revenue into marketing expansion
- Committed to long-term growth over short-term savings
- Trusted data-driven recommendations completely
- 30+ years in business with deep local roots
- Strong word-of-mouth reputation in both markets
- GAF Master Elite certification
- Existing commercial relationships
- Financial stability to invest in growth
- Family business commitment to community
- Attended every weekly strategy call without fail
- Implemented recommendations within 72 hours
- Shared competitive intelligence from the field
- Provided seasonal insights for campaign timing
- Celebrated wins publicly (social amplification)
- Gave detailed feedback on lead quality for optimization
- Wrapped 12 vehicles with cohesive branding
- Sponsored local high school sports teams
- Participated in both cities’ home shows
- Created a referral program, generating 25% additional business
- Maintained an A+ BBB rating throughout growth
- Joined both local chambers of commerce
January- June 2025
- Call Performance Metrics (Client's Achievement)
- ✅ Total Calls: 2,608
- ✅ Answer Rate: 96.7% (vs. 62% industry average)
- ✅ First-Time Calls: 1,978
- ✅ First-Time Answer Rate: 96.5% (only 20 missed!)
- ✅ Average Call Duration: 2:47 (quality conversations)
- ✅ Revenue Impact: 35% more revenue from superior call handling
- Lead Generation Results
- ✅ 4,108 total leads generated across channels
- ✅ 2,284 Phone Calls
- ✅ 959 Website Form Submissions
- ✅ 284 Paid Search Leads
- ✅ 581 Direct/Organic Leads
- Google Business Profile Performance:
- ✅ 2,080 GMB views in 30 days
- ✅ 422 customer actions (214 website clicks, 98 calls, 110 directions)
- ✅ Mobile search dominance: 1,270 mobile vs. 621 desktop views
- ✅ Map pack average rank: 2.3 (top 3 visibility)
- South Hadley Results
- ✅ 1,141 total reviews (5.0 stars)
- ✅Average map rank: 1-2 positions
- ✅ #1 for "roofing South Hadley" and related terms
- ✅ Dominated 15+ surrounding towns
- Dominated 15+ surrounding towns
- ✅ 1,032 reviews (5.0 stars)
- ✅ 282 new reviews in 2025 alone
- ✅ Top 3 map rankings across service area
- ✅ Beat national chains in local visibility
- Traffic & Engagement Transformation
- ✅ 13,167 total website sessions
- ✅ 4,764 organic search sessions (36% of total)
- ✅ 63.6% engagement rate on organic traffic
- ✅ 10,928 new users acquired
- ✅ 51-second average engagement time
- Business Impact
- ✅ Lead Value: Increased from $250 to $475
- ✅ Close Rate: 52% (up from 25%)
- ✅ Average Ticket: Up 40% with financing options
- ✅ ROI: 8.7× return on marketing investment
- ✅ Projected Revenue For 2025: $18M up from 15M from previous years
Why This Partnership Worked
The Success Variables Breakdown:
- We generated 2,608 calls
- They answered 96.7% of them
- Missing just 20 first-time calls = $300K+ saved revenue
- 282 reviews in 6 months (47/month average)
- Most competitors get 2-3 monthly
- Reviews improved everything: rankings, CTR, conversion
- They provided 60+ real photos monthly
- We optimized and deployed strategically
- Real content = 6× better engagement
- We optimized for both markets uniquely
- They operated excellently in both
- Result: Dominated two cities simultaneously
- 72-hour turnaround on all recommendations
- No committees, just execution
- Rapid testing and optimization possible
The Training Component
Reverse Engineering This Success
The Formula:
- CMP Controlled: SEO strategy, PPC management, technical optimization
- Client Controlled: Call answering, review generation, sales conversion
- Built Together: Market positioning, content strategy, growth planning
Critical Client Contributions
- 96.7% call answer rate (vs. 62% average)
- 47 reviews/month velocity (vs. 2-3 average)
- 52% close rate (vs. 25% starting)
- 60+ photos monthly
- 72-hour implementation
- 25% revenue reinvestment
Blueprint for Replication
Clients Must Have:
- Dedicated call handling (90%+ answer rate)
- Review generation system (40+ monthly minimum)
- Content creation commitment (50+ photos)
- Sales training program (weekly minimum)
- Budget flexibility (ability to scale with ROI)
- Market presence (existing reputation to build on)
- Implementation speed (72-hour standard)
Real Customer Reviews
Working alongside Adam Quenneville, we’ve seen how satisfied customers regularly share stories that emphasize the company’s commitment to quality, professionalism, and lasting results. These reviews illustrate that effective marketing is about more than generating leads — it’s about amplifying the trust and reputation that already exist within the community.
"Our soffit had been gnawed by squirrels, and Fabiano and Angel from Adam Quenneville replaced it in under two hours (1.5 hours), a wonderful, professional job. Fabiano was able to reassure me that the squirrels hadn't gotten into the house, which was a relief! I was grateful for the time he took to explain the work they did. Many thanks! The photos show before and after."
"I was very impressed with Fabiano and his team. Fabiano kept me informed throughout each step of the project. His team was incredibly hardworking. When the project was complete Fabiano and his team made sure the site was left immaculate. My roof looks amazing and I would highly recommend Fabiano and his team to anyone needing a roof replacement!"
"We have nothing but positives about our experience from beginning to end. The person performing the estimation was timely and very helpful explaining the status of our roof and what the process would look like. The team that performed the roof repair showed up on time and got to work finishing the job in half a day. I would highly recommend Adam Quenneville to anyone looking for roof or siding replacement or repair."
"Weston the sales rep walked us through the whole process and was there after hours to answer questions. Fabiano and Kaio had a great crew. All day sent photos of the progress and gave us updates. They made sure we were happy before they left. They did a great cleanup job after. Roof looks great. Very happy we went with this company."
What Made the Difference
- The Partnership Equation:
- ✅ We didn't just generate traffic—they converted it.
- ✅ We didn't just optimize GMB—they generated 282 reviews.
- ✅ We didn't just build campaigns—they answered 96.7% of calls.
- ✅ We didn't just create strategies—they were implemented in 72 hours.
- The Math:
- ✅ Top 3 rankings (CMP) ×
- ✅ 96.7% answer rate (Client) ×
- ✅ 52% close rate (Client) ×
- ✅ 5.0-star reviews (Client) =
- ✅ Market domination in two cities
(Jan–Jun 2025)
- Revenue Growth
- ✅ From $3M to over $10M annually in less than 36 months
- Lead Volume Breakdown
- ✅ 4,108 total leads generated
- ✅ 2,284 Phone Calls
- ✅ 959 Website Form Submissions
- ✅ 284 Paid Search Leads
- Lead Volume Breakdown
- ✅ 4,108 total leads generated
- ✅ 2,284 Phone Calls
- ✅ 959 Website Form Submissions
- ✅ 284 Paid Search Leads
Tracked calls (Jan–Jun)
Call Volume & Lead Capture
- ✅ 2,608 total incoming calls, with 96.7% answered, avg duration 2m 47s
- ✅ 1,978 first-time calls, 96.5% answered, only 20 missed
- ✅ High call volume and minimal drop-off due to robust PPC and Local SEO integration
- ✅ 2,080 total GMB views and 422 customer actions in past 30 days: 214 website clicks, 98 calls, 110 direction requests
- ✅ Map pack average rank 2.3, with top-3 visibility across dozens of Western MA towns
- ✅ Strong positioning within local “best roofing companies” grid rankings
Last 30 Days
- 2,080 total GMB views, broken down into
- ✅Desktop Search: 621
- ✅Mobile Search: 1,270
- ✅Desktop Maps: 67
- ✅Mobile Maps: 128
- 2,080 total GMB views, broken down into
- ✅Desktop Search: 621
- ✅Mobile Search: 1,270
- ✅Desktop Maps: 67
- ✅Mobile Maps: 128
- ✅ 214 website clicks
- ✅ 110 direction requests
- ✅ 98 phone calls
- ✅ 214 website clicks
- ✅ 110 direction requests
- ✅ 98 phone calls
Based on GA4 Traffic Acquisition
Organic & Paid Online Traffic
- ✅ 4,764 sessions from Organic Search (36% of total), with 63.6% engagement rate and 51s avg engagement
- ✅ 13,167 total sessions, with Paid Search adding 1,118 sessions (9%), 41% engagement, and 19s avg duration
- ✅ 10,928 new users, with organic search accounting for 31% of those (3,373 users)
The Impact
- ✅ Adam Quenneville Roofing now dominates local search visibility across targeted service areas
- ✅ Consistent monthly call volume fuels a reliable pipeline for scheduling and revenue growth
- ✅ Website and GMB traffic trends show ongoing upward momentum
- ✅ Capture infrastructure ensures no leads slip through the cracks—every call is tracked and nurtured
Google Business Profile
- Google Business Profile Highlights – Pittsfield, Massachusetts
- ✅ Many fresh 5 ★ customer reviews — now 1,032 (+282 reviews during 2025)
- ✅ GMB posts published every month
- ✅ Ranked in the top 10 for several local areas for each profile
- Google Business Profile Highlights – South Hadley
- ✅ Numerous fresh 5-star reviews — 1,141 total in June 2025
- ✅ Steady monthly posts maintaining profile engagement — updated listing with fresh photos and regular posts
- ✅ Ranked in the top 10 for roofing services across Western Massachusetts, including South Hadley
- ✅ Excellent local visibility — average map rank 1–2 across South Hadley, with strong performance in Pittsfield and surrounding towns
Ready to Dominate Your Local Market?
If you’re a contractor seeking predictable leads and strong search presence…
