Case Study

Imperial Roofing Doubled Revenue in 2 Years

Written by Randall Urbina

Client: Imperial Roofing & Construction
Location: Plano, Texas
Industry: Residential & Commercial Roofing
Start Date: November 2023
Website: imperialroofing.net
Content Created: in June 2025 • Updated September 2025

Client: Imperial Roofing & Construction
Location: Plano, Texas
Industry: Residential & Commercial Roofing
Start Date: November 2023
Website: imperialroofing.net
Content Created: in June 2025 • Updated September 2025

Breaking the Ceiling

The Problem

Back in late 2023, Imperial Roofing was already a strong player in the Dallas/Fort Worth market—bringing in about $4 million per year.

But like many successful roofing companies, they had hit a ceiling.

They were relying too heavily on referrals and outdated marketing strategies. Their website wasn’t converting. Their local SEO was weak. And their paid ad campaigns weren’t producing consistent ROI.

They needed a system. A machine. A partner who could help them double down and scale faster.

That’s where we came in.

The Game Plan

We helped Imperial Roofing build a full-stack digital marketing system that included:

Google Ads + Local Services Ads (LSA)
Local SEO and Google Business Profile optimization
Conversion-optimized website + landing pages
Meta ads for brand awareness and retargeting
AI-powered lead follow-up & call tracking
Consistent Google review strategy
Real-time dashboards and analytics

Google Ads + Local Services Ads (LSA)
Local SEO and Google Business Profile optimization
Conversion-optimized website + landing pages
Meta ads for brand awareness and retargeting
AI-powered lead follow-up & call tracking
Consistent Google review strategy
Real-time dashboards and analytics

Check Availability

The Collaborative Strategy

This 100% revenue growth required both teams performing at elite levels.

What Contractor Marketing Pros Delivered:

✅ Multi-Channel PPC Strategy: Google Ads + Local Services Ads optimization
✅ Local SEO Dominance: Complete technical optimization for DFW market
✅ Website Transformation: Conversion-optimized design with targeted landing pages
✅ Meta Ads Campaigns: Brand awareness and sophisticated retargeting
✅ AI-Powered Systems: Lead follow-up automation and call tracking
✅ Review Generation Strategy: Systematic approach to building social proof
✅ Real-Time Analytics: Custom dashboards for data-driven decisions

What Imperial Roofing Did On Their End:

Achieved 15-minute response time during business hours
30-minute response on evenings and weekends
Hired 2 dedicated intake specialists for digital leads
Created urgency-based scripts for different lead sources
Implemented SMS follow-up within 5 minutes of web forms
Result: 78% contact rate (vs. 35% industry average)
Their speed captured an additional $1.8M in revenue

Added 3 new sales reps specifically for digital leads
Implemented twice-weekly sales training on digital lead conversion
Developed separate processes for residential vs. commercial
Created financing partnerships that increased average tickets by 45%
Close rate improved from 22% to 48%
Built a two-call close process for high-ticket commercial jobs
Result: More than doubled revenue per lead

95% review request rate on all completed jobs
Generated 127 new 5-star reviews in 18 months
Owner personally called customers for review requests
Created video testimonials from top commercial clients
Responded to 100% of reviews within 6 hours
Turned 3 negative reviews into positive case studies
Impact: Reviews improved conversion rates by 34%

Provided 40+ project photos weekly
Documented every commercial project for portfolio
Created detailed case studies of major installations
Owner recorded monthly educational videos
Shared storm damage content in real-time
Participated in local home shows (content goldmine)
Their authentic content drove 5× engagement vs. stock

Expanded crew from 12 to 28 members proactively
Opened second location in Fort Worth
Invested in new equipment before demand hit
Created quality control process to maintain standards
Implemented project management software
Maintained quality despite 2× volume increase
Zero complaints to BBB during rapid growth

Started at $8K/month, scaled to $30K based on ROI
Never paused campaigns during slow seasons
Trusted testing phases without immediate ROI
Reinvested 30% of new revenue into marketing
Approved budget increases within 24 hours when data supported
Committed to 2-year growth plan from day one

15+ years in business with solid reputation
Strong commercial relationships (property managers, HOAs)
GAF Master Elite & Owens Corning Preferred Contractor status
A+ BBB rating with zero complaints
Financial stability to invest and scale
Second-generation ownership committed to growth

100% attendance on weekly strategy calls
Shared detailed conversion data for optimization
Provided competitor intelligence from the field
Immediate implementation (24-48 hour standard)
Created seasonal promotions aligned with campaigns
Celebrated wins publicly (social amplification)

Wrapped 18 vehicles with consistent branding
Sponsored Dallas Cowboys youth football league
Participated in storm recovery efforts (massive PR)
Created first responder discount program
Joined 3 local chambers of commerce
Generated 30% of new business from enhanced visibility

January- June 2025

The Results: Doubling Revenue Through Excellence

Why This Partnership Worked

The Success Variables:

Speed-to-Lead Excellence (Client Controlled)
Sales Team Investment (Client Decision)
Never-Pause Mentality (Client Trust)
Content Authenticity (Joint Effort)
Operational Readiness (Client Excellence)

15-minute response vs. industry’s 48 hours
Worth $1.8M in additional captured revenue
We generated leads; they captured them instantly

Added 3 dedicated digital sales reps
Twice-weekly training commitment
Close rate more than doubled (22% → 48%)

Maintained campaigns during traditional slow seasons
Captured market share when competitors pulled back
Built momentum that competitors couldn’t match

40+ weekly photos from real jobs
We optimized; they provided authenticity
Real content = 5× better engagement

Hired ahead of demand, not behind it
Quality maintained through 2× growth
Infrastructure investment enabled scaling

seo services

The Training Component

Reverse Engineering This Success

The Success Formula:

CMP Delivered: Strategy, campaigns, optimization, tracking
Imperial Executed: Response time, sales conversion, operations
Built Together: Brand positioning, market dominance, sustainable growth

Critical Client Contributions

15-minute response time (vs. 48-hour average)
48% close rate (vs. 22% starting point)
127 new reviews (review velocity matters)
40+ photos weekly (content consistency)
30% revenue reinvestment (growth commitment)
24-48 hour implementation (speed of execution)

Blueprint for Replication

Future Clients Must Have:

Response Commitment: <30-minute standard
Sales Infrastructure: Dedicated digital team
Review System: 90%+ request rate
Content Pipeline: 40+ photos weekly
Budget Flexibility: Scale with ROI
Operational Capacity: Ability to double
Long-Term Vision: 2+ year commitment

What Customers Say

Real Customer Reviews

In our work with Imperial Roofing, customer feedback has consistently underscored the company’s dedication to quality, professionalism, and dependable service. These authentic reviews reveal how the right marketing approach not only drives steady lead flow but also strengthens Imperial Roofing’s reputation and trust within the community.

"Imperial Roofing and Construction are professionals from start to finish. We trusted them from coordinating for estimates with insurance and mortgage for hail damage repair through actual work across the entire property. We even added a whole house paint project following the hail repair. You can't go wrong with Imperial. See before and after photos below."

"Imperial Roofing was extremely professional from start to finish! Igor came out to give us an estimate! Not only was he on time for the appointment, he was EARLY! That never happens in this industry. He was able to assess our damage and get us an estimate that day. His price was fair and competitive. His workers were professional, clean, and did amazing and efficient work. They arrived exactly when they said they would! I will use Imperial Roofing from now on!"

"We had a great experience with Igor and team at Imperial Roofing. Everyone was very responsive throughout the whole process. We were kept well informed about the plan. Any questions were answered promptly. Ivan stopped by multiple times to show us shingle samples and helped us pick one. He was also onsite during and after the roof replacement to ensure everything was done right. I highly recommend Imperial Roofing."

What Made the Difference?

The Partnership in Action:
✅ We didn't just generate 1,170 leads—they responded in 15 minutes.
✅ We didn't just drive traffic—they converted at 48%.
✅ We didn't just build campaigns—they never paused them.
✅ We didn't just create a strategy—they executed in 24 hours.
✅ We didn't just promise growth—together we delivered 100%.

(Nov 2023 – June 2025)

The Lead Breakdown

Performance Highlights

The Traffic Results

Search Console - Last 16 Months

Year Over Year Comparison - 2024/2025

The Review Impact

Their Google Business Profile exploded from 213 to 565 reviews in that period. Now they’re consistently ranking in the top 3 map pack results in one of the most competitive roofing markets in the country.