Case Study: Roof‑Tastic & Beyond Exteriors
Roof‑Tastic Case Study: Digital Transformation
- Client: Roof‑Tastic & Beyond Exteriors
- Start Date: 12/11/2024
- Location: Peachtree City, GA 30269
- Package: Platinum
- Website: rooftastic.com
- Services: Rebrand, Local SEO & GBP, Google & Meta Ads, Conversion‑focused website, Lead automations & CRM integration
- Content Created: in June 2025 • Updated September 2025
- Client: Roof‑Tastic & Beyond Exteriors
- Start Date: 12/11/2024
- Location: Peachtree City, GA 30269
- Package: Platinum
- Website: rooftastic.com
- Services: Rebrand, SEO, Ads, Website, Automation & CRM Preguntar a ChatGPT
- Content Created: in June 2025 • Updated September 2025
- ✅ BBB A+ Rating: Instant credibility that improved ad performance
- ✅ Master Certifications: GAF Master Elite, CertainTeed SELECT ShingleMaster status
- ✅ 15+ Years in Business: Established reputation we could leverage
- ✅ Strong Team Structure: Dedicated estimators and project managers
- ✅ Financial Stability: Ability to handle increased lead volume and scale operations
- ✅ Additional things the client did during our partnership:
- Attended every strategy call without missing a single weekly meeting
- Implemented feedback immediately (pricing adjustments, service packaging)
- Invested in yard signs and vehicle wraps to support digital efforts
- Trained the entire team on the "digital lead difference" and how to handle them
- Created referral incentives that complemented our digital campaigns
- Participated in community events we could leverage for content and local SEO# Case Study: Roof-Tastic & Beyond Exteriors
The Collaborative Strategy
Success required a true partnership approach, with both teams contributing essential elements.
Each case study should showcase both what we did AND what the client did. This dual approach creates the strongest and most persuasive marketing pieces.
What Contractor Marketing Pros Delivered:
- ✅ Brand Refresh Implementation: New visual identity, credential displays, and full-service positioning
- ✅ Integrated Lead System Architecture: Built a multi-channel funnel infrastructure
- ✅ Technical SEO Foundation: Site optimization, service-specific landing pages, and local SEO framework
- ✅ Campaign Management: Google Ads, LSA, and Meta Ads setup and optimization
- ✅ Automation Setup: CRM integration with JobNimbus/HubSpot for lead nurturing
- ✅ Performance Tracking: Weekly KPI dashboards and reporting systems
- We delivered the marketing strategy and execution
- The client brought crucial elements that amplified our efforts
- Together, we created a formula for success that we can replicate
Key Results and Achievements
Rapid Response Commitment
Maintained <2-hour lead response time during business hours
Implemented weekend coverage for high-value leads
Assigned a dedicated sales team member for digital leads
Content & Expertise Sharing
Provided 50+ before/after project photos monthly
Created video testimonials from satisfied customers
Shared technical expertise for educational content creation
Participated in monthly strategy calls to refine messaging
Reviews & Reputation Management
- Actively requested reviews from completed jobs, reaching an 87% ask rate.
Increased visibility with 1,385 total Google reviews, maintaining a 4.9-star average rating.
The owner personally responded to all reviews within 48 hours, strengthening customer trust. - Addressed negative feedback professionally, turning dissatisfied customers into long-term advocates.
Sales Process Optimization
Invested in CRM training for the entire team
Implemented ongoing lead intake training with monthly role-playing sessions
Mastered appointment-to-sale conversion through consistent sales process refinement
Achieved 68% appointment-to-sale close rate (industry average: 30-40%)
Standardized follow-up sequences (5 touches minimum)
Created service-specific sales materials aligned with landing pages
Tracked and reported close rates by lead source weekly
Budget Flexibility & Trust
- Increased ad spend by 40% when data showed positive ROI
- Trusted recommendations for testing new platforms
- Reinvested 15% of profits into marketing expansion
- Maintained a consistent monthly budget despite seasonal fluctuations
Metric
Total (YTD)
- SEO Performance
- ✅ Organic keywords: 418 (+214% growth)
- ✅ Domain Rating: 10 (from 3)
- ✅ Monthly organic traffic: ~196 visitors
- ✅ Referring domains: 134 (+62 new)
- Google Business Profile
- ✅ Total views: 9,250 (6 months)
- ✅ Direct searches: +147%
- ✅ Direction requests: +89%
- ✅ Phone calls: +201%
- Before Partnership: 15-20 leads/month (mostly referrals)
- ✅ After 6 Months: 234 leads/month (multi-channel approach)
- ✅ Lead Volume Growth: Increased from 69 to 234 leads/month (239% growth)
- ✅ Lead-to-Appointment Rate: 45-76% (varies by month)
- ✅ Appointment-to-Sale Close Rate: 17-41% (industry average: 30-40%)
- ✅ Overall Lead-to-Customer Rate: Improved from 18% to 41% (peak month)
Key Success Factors: Why This Partnership Worked
While we drove traffic, Roof-Tastic’s lightning-fast response times converted browsers into buyers. Their commitment to <2-hour responses increased conversion rates by 43%. This is something we coached them on, but they executed flawlessly.
The client’s willingness to provide authentic project photos and videos gave campaigns credibility that stock images never could. Their real job sites became our most effective and creative. We directed the content strategy; they delivered the materials.
When June data showed potential for scale, the client immediately approved a 50% budget increase. This flexibility captured $127,000 in additional revenue that month alone. Their trust and budget flexibility were essential for achieving these results.
The client’s investment in CRM training ensured our lead automation efforts weren’t wasted. Every lead is entered into a professional nurture sequence, maximizing long-term value. We provided the system; they mastered it.
Roof-Tastic expanded their digital footprint with two optimized Google My Business profiles—one in Peachtree City, GA and another in Pittsburgh, PA. Each profile was supported by our local SEO strategy, ensuring the company appeared at the top of searches in both regions.
But visibility alone wasn’t enough—reviews became the deciding factor for trust. With 1,385 reviews (4.9★) in Georgia and 30 reviews (5.0★) in Pennsylvania, Roof-Tastic turned happy customers into their strongest marketing channel.
Why reviews matter: Online reviews are one of the most influential signals for today’s homeowners. They improve local search rankings, build social proof, and reduce hesitation by showing consistent customer satisfaction. A strong review profile makes prospects more confident in choosing a contractor—especially in competitive markets where trust is key.
Lessons Learned: The Training Component
Reverse Engineering the Success
What the Client Brought to the Table:
- Already had established credibility (BBB A+ rating, certifications)
- Financial capacity for Platinum package investment
- Dedicated sales team ready for digital leads
- Owner is personally involved in strategy and reviews
- Existing quality work portfolio for content creation
- Market timing with service expansion
- Willingness to adapt and learn new processes
The Success Formula Breakdown:
- What We Delivered: Technical setup, campaign optimization, tracking systems, strategy.
- What the Client Did: Rapid response, content creation, budget flexibility, team training, consistent execution.
- What We Built Together: Messaging refinement, offer development, market positioning.
Blueprint for Replicating These Results
To achieve similar outcomes with future clients, look for:
Established Business Foundation: 5+ years, good reviews, proper licensing
Response Commitment: Written agreement for <4-hour response times
Content Capability: Monthly submission of 20+ project photos/videos
Budget Flexibility: 20% flex budget for scaling winning campaigns
Team Structure: Designated person for digital leads from day one
Owner Involvement: Leadership participation in strategy calls
Experiences with Roof-Tastic
Last 15 Days, LSA Campaign
- ✅ Closed Revenue: $440,000
- ✅ Google Local Services Ads Spend: $18,000
- ✅ ROI: ~24.4× return on ad spend
- ✅ Closed Revenue: $440,000
- ✅ Google Local Services Ads Spend: $18,000
- ✅ ROI: ~24.4× return on ad spend
Key Insights
- ✅ ROAS increased with higher investment, demonstrating that campaigns scaled efficiently without sacrificing return.
- ✅ June’s final two weeks delivered the highest ROI, proving the effectiveness of short, high-impact bursts.
- ✅ Consistent strong performance (6×–15×) affirms the reliability and strength of the Local Services Ads strategy.
- ✅ Strategic ad spending consistently drove revenue—demonstrating that increased budgets translated directly into more closed sales, maintaining efficiency.
- ✅Referring domains: ~134 (+8 MoM)
- ✅ Backlinks: ~1,200
- ✅ Domain Rating: 10 | URL Rating: 16 (+1)
- ✅Organic keywords: 418 (+4) | Estimated traffic: ~196/mo
- ✅Referring domains: ~134 (+8 MoM)
- ✅ Backlinks: ~1,200
- ✅ Domain Rating: 10
- ✅ URL Rating: 16 (+1)
- ✅ Organic keywords: 418 (+4)
- ✅ Estimated traffic: ~196/mo
- ✅Referring domains: ~134 (+8 MoM)
- ✅Backlinks: ~1,200
- ✅Domain Rating: 10
- ✅URL Rating: 16 (+1)
- ✅ Organic keywords: 418 (+4);
- ✅ Estimated traffic: ~196/mo
GBP Impact (Last 6 Months)
- ✅ Search – Mobile: ~4,530
- ✅ Search – Desktop: ~2,400
- ✅ Maps – Mobile: ~1,150
- ✅ Maps – Desktop: ~1,170
Search & Analytics Performance
The Impact
- ✅ Positioned as a premier full-exterior provider in Metro Atlanta
- ✅ Generated consistent ~$10M+ annual revenue
- ✅ Built a reliable lead engine—reducing dependency on referrals or seasonality
- ✅ Strengthened brand authority and regional recognition
- ✅ Established a scalable marketing infrastructure with clear ROI
Brand + Digital Alignment: new identity backed by aggressive visibility efforts
End-to-end system: SEO, ads, website UX, GBP, CRM, automation
Authority-led SEO strategy: steady link acquisition and keyword ranking
Data-first execution: weekly KPIs kept everything accountable
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