North Shore Roofing Company.

The client had a great reputation with homeowners and contractors, but a website that didn't reflect it — and a marketing program that depended entirely on word of mouth and referrals. Lead flow was healthy in storm seasons and unpredictable the rest of the year, with no visibility into where calls were coming from or what they cost.

We were asked to bring the brand, site and acquisition system up to the level of the work itself — and to build something the office team could run without depending on us indefinitely.

Engagement: Multi-year retainer, ongoing. Initial 12-week build phase followed by monthly SEO, paid media, and review-program management.

Before the engagement, the business had:

• A WordPress site built years earlier that wasn't mobile-optimized and loaded in 6+ seconds.
• A Google Business Profile claimed but mostly inactive — no recent posts, photos, or systematic review-asking.
• Roughly two dozen Google reviews, with months between new ones.
• No tracking infrastructure — no GA4, no conversion tracking, no call tracking, no clear sense of cost-per-lead from any channel.
• A small Google Ads account running broad-match campaigns with no negative keywords and no Local Services Ads.

Every channel was technically present, but none of them were measurable.

Months 1–3 — Foundations. Brand refresh and full website rebuild on a fast, mobile-first stack. Conversion tracking wired end-to-end: GA4, Google Ads conversion import, dynamic call tracking on every page, and lead-form submissions piped into the CRM with attribution preserved. GBP cleaned up — categories, services, photos, hours — and a recurring posting schedule started.

Months 4–6 — Local SEO & reviews. Town-level landing pages built around storm and seasonal terms (ice dam removal, storm damage, asphalt vs. metal, roof repair vs. replacement). Citation cleanup across the major local directories. A post-job review program rolled out — branded SMS request sent within 24 hours of project sign-off, fallback email at 72 hours. Review velocity went from a couple per month to several per week.

Months 6+ — Paid media optimization. Google Ads restructured into tight ad groups by service line and location. Negative keyword sweeps every two weeks. Google Local Services Ads enabled and tuned. Storm-season budgets pre-loaded so the campaigns scale automatically when weather hits.

Ongoing. Monthly reporting in plain English — leads, cost per lead, channel attribution, and a one-page summary the owner can read in two minutes. Quarterly strategy reviews covering what's working, what's not, and where to put the next dollar.

Three decisions did most of the heavy lifting:

1. Conversion tracking before traffic. Every channel was instrumented before we tried to scale any of them. Without that, +280% organic traffic would have been a vanity number — instead we knew which queries, pages and ads were producing booked jobs.
2. The review program ran on autopilot. Once the SMS workflow was wired into the CRM, the office team didn't have to remember to ask. Reviews compounded weekly without anyone managing them, and the GBP started outranking competitors on volume alone.
3. Paid media stayed restructured, not just optimized. Tight ad groups + aggressive negatives + LSA gave a much narrower lead profile — fewer "tire-kicker" clicks, more high-intent estimate requests. The 41% CPL drop wasn't from bidding tricks; it was from refusing to spend on irrelevant matches.