Background: Apex Roofing (composite) — 12 crew members, suburban metro plus storm-prone counties, heavy seasonality and door-knocking after hail events. Owner had a GBP listing with a handful of photos, no paid ads, and inconsistent follow-up on inspection leads.
Strategy Implemented
Following guides on this site:
- Weeks 1–2: GBP Setup Prep then GBP Mastery — 40 job photos (wide street context + detail shots), storm damage and inspection services listed, Q&A seeded, weekly post calendar via GBP Posts.
- Weeks 3–4: Meta ads ($30/day) — before/after carousel for retail replacement; retarget site visitors who viewed gallery/financing pages.
- Week 5: Launched LSA where category was live; $500/week test; tracking line on profile.
- Weeks 6–12: Insurance vs retail CRM tags (Roofing playbook); 5-touch follow-up (day 0, 2, 5, 10, 14); storm kit — extra tracking line, on-call estimator, templated SMS for inbound spikes.
- Ongoing: Post-job review asks (Reviews & Referrals); GBP storm posts within 24 hours of regional weather; Speed-to-Lead on LSA and form leads.
Storm calendar used: Pre-written GBP Offer + Meta creative ready before spring hail season; LSA budget +25% for two weeks after first regional storm event.
Results After 90 Days
| Metric | Before | After |
|---|---|---|
| Leads / month (avg) | 9 | 31 |
| Booked inspections | Baseline | +165% |
| Signed contracts (retail + insurance) | Baseline | +90% |
| Cost per booked inspection | Unknown | ~$118 blended |
| New Google reviews | 18 total | +29 in 90 days |
| Retail vs insurance mix tracked | No | Yes — separate close rates by tag |
Key Lessons
- Visual creative won retail — drone + ground before/after beat stock imagery on Meta; CPL dropped 22% after swapping creative.
- One call was not enough — inspections booked on touch 2–3 for retail; insurance leads needed documentation follow-up on day 5.
- Storm posts timed to weather — GBP inspection offers within 24 hours of regional storms outperformed generic monthly posts 3:1 in Insights.
- Separate tags changed coaching — retail needed financing talk track; insurance needed adjuster-status questions on first call.
Tools Used
Google Business Profile, Meta lead ads, LSA, CallRail, Jobber stages, templates from Templates and Scripts, Printable Checklists for weekly metrics.
Replicate This
- 7-Day Quickstart
- Roofing Lead Gen Playbook
- Lead Gen Scorecard
- Printable Checklists — weekly metrics + LSA ops
- Ultimate Guide — full 90-day roadmap
Compare approach: Plumber case study (emergency-heavy) · HVAC case study (seasonal tune-up mix).
Composite based on common patterns across roofing companies; results vary by market, storm frequency, and execution.