Increase Organic Traffic: Improve website rankings for high-converting keywords and drive targeted organic traffic.

Generate High-Quality Leads: Optimize the website and PPC campaigns to generate qualified leads for roofing and home services.

Boost Brand Awareness: Enhance Elite Roof Repair’s online presence and position them as a trusted leader in the roofing industry.

Improve ROI on Paid Advertising: Optimize PPC campaigns to improve cost-efficiency and return on investment.

Challenges

Before the campaign, Elite Roof Repair faced the following challenges:

• Low Website Visibility: The website ranked poorly for key search terms like “roof repair near me” and “roofing contractors,” making it difficult for potential customers to find the business online.
  
  
• Unoptimized PPC Campaigns: Paid search ads were not well-targeted, and the ads’ performance was not generating the expected ROI.
  
  
• Limited Content & Engagement: The website’s content did not effectively convey the company’s expertise or trustworthiness, and there was a lack of engagement through social media or other online platforms.

SEO Strategy & Execution

To address the challenges and drive long-term organic growth, we developed and executed a comprehensive SEO strategy focused on on-page optimization, technical SEO, local SEO, and content marketing.

Website Audit & Technical SEO Optimization

We started with a comprehensive website audit to identify any technical SEO issues that could hinder the site’s performance on search engines.

• Site Speed Optimization: We improved the loading time by optimizing images, enabling browser caching, and minifying JavaScript and CSS files.
  
  
• Mobile Optimization: We ensured the website was fully responsive and optimized for mobile devices since many users search for roofing services on mobile.
  
  
• Technical Fixes: We fixed broken links, improved internal linking, added proper redirects, and optimized URL structure for better crawlability.
  
  
• SSL Implementation: We installed SSL certificates to ensure the site was secure, which also helped improve rankings.

2. Keyword Research & On-Page SEO

We conducted in-depth keyword research to identify high-value terms related to roofing services and home repairs.

• Targeting High-Intent Keywords: We focused on keywords like “roof repair near me,” “best roofing company in [location],” “affordable roofing contractors,” and “roof installation services.” These keywords had high search volume and conversion potential.
  
  
• Long-Tail Keywords: We optimized the site with long-tail keywords like “emergency roof repair services” and “roof leak repair cost in [location]” to target customers further along in the buying process.
  
  
• Optimizing Service Pages: We revamped the service pages to ensure they were optimized with relevant keywords and provided clear, compelling calls to action (CTAs) for lead generation.

3. Content Marketing

We created valuable content designed to educate potential customers and improve rankings for target keywords.

• Blog Posts: We developed a blog strategy and published educational articles, such as “How to Choose a Reliable Roofing Contractor” and “Signs You Need Roof Repair.” These blog posts targeted specific roofing-related queries and helped build the company’s authority in the industry.
  
  
• Case Studies & Testimonials: We created case studies of successful roofing projects, along with customer testimonials, to establish trust and credibility.
  
  
• Local Content: We published location-specific content, such as “Roofing Services in [Location]” and “How to Maintain Your Roof in [Location],” to improve local search rankings.

4. Local SEO Optimization

Since Elite Roof Repair serves a local market, local SEO was crucial for improving visibility in local search results.

• Google My Business Optimization: We fully optimized the company’s Google My Business (GMB) profile, ensuring it contained up-to-date information, business hours, photos, and customer reviews.
  
  
• Local Citations: We submitted the company to local directories, ensuring that the name, address, and phone number (NAP) were consistent across the web.
  
  
• Local Reviews: We encouraged satisfied customers to leave positive reviews on Google and other local review platforms, which helped improve rankings and built trust with potential customers.

PPC Strategy & Execution

We also implemented a targeted PPC campaign to drive immediate traffic and leads, complementing the SEO efforts.

1. Google Ads Campaign Setup

We set up a Google Ads campaign with a focus on lead generation for roofing services.

• Campaign Structure: We created separate campaigns for different services, such as “roof repair,” “roof installation,” and “emergency roofing services,” to ensure ad relevance and improved Quality Scores.
  
  
• Targeting High-Intent Keywords: We focused on high-intent keywords with specific match types like exact match and phrase match to capture leads actively searching for roofing services.
  
  
• Negative Keywords: We added a comprehensive list of negative keywords to prevent irrelevant clicks and wasted ad spend. For example, we excluded searches for “roofing jobs” or “roofing salaries.”

2. Ad Copy Optimization

We developed compelling ad copy with clear CTAs to drive conversions.

• Highlighting Offers: We included promotional offers, such as “Free Roof Inspections” or “Get a Free Quote Today,” to encourage users to click on the ad and take action.
  
  
• Geographic Targeting: Since Elite Roof Repair serves a specific region, we geo-targeted ads to ensure they appeared only to users in the local service area.
  
  
• Ad Extensions: We implemented ad extensions such as call extensions (to encourage direct phone calls), location extensions (to show the business address), and site link extensions (to direct users to specific service pages).

3. Landing Page Optimization

To ensure high conversion rates from the PPC ads, we optimized the landing pages.

• Clear & Relevant Messaging: The landing pages were designed with messaging tailored to the specific ad group, emphasizing the service being advertised.
  
  
• Strong CTAs: Each landing page included clear and prominent CTAs such as “Request a Free Estimate” or “Call Now for Immediate Service.”
  
  
• Lead Capture Forms: We added simple lead capture forms to make it easy for users to request quotes or schedule appointments.

4. PPC Campaign Monitoring & Optimization

We continuously monitored the performance of the PPC campaigns to ensure optimal results.

• A/B Testing: We conducted A/B testing on ad copy and landing page designs to determine which combinations performed the best.
  
  
• Bid Adjustments: We adjusted bids based on the performance of different keywords and ad groups to maximize the ROI.
  
  
• Conversion Tracking: We set up conversion tracking to monitor key actions such as form submissions, phone calls, and clicks to schedule appointments, allowing us to measure the effectiveness of the campaigns.

Results

After six months of implementing the SEO and PPC strategies, Elite Roof Repair saw significant improvements across key metrics:

SEO Results:

• Organic Traffic Increase: Organic traffic increased by 85%, with a substantial rise in visitors coming from targeted keywords such as “roof repair near me” and “roof installation in [location].”
  
  
• Improved Keyword Rankings: The website achieved top rankings for several high-intent keywords, including “roof repair [location]” and “emergency roofing services [location].”
  
  
• Lead Generation: The number of organic leads through the website grew by 70%, with users requesting quotes and contacting the business for roofing services.
• Local SEO Impact: Elite Roof Repair’s Google My Business profile ranking improved, leading to a 60% increase in calls and inquiries from local customers.

PPC Results:

• Lead Generation: The PPC campaigns generated a 50% increase in qualified leads, with users requesting quotes and scheduling appointments through the website.
• ROI Improvement: The return on ad spend (ROAS) improved by 120%, with the cost per lead (CPL) decreasing by 35%.
• Click-Through Rate (CTR): The CTR for PPC ads increased by 45%, driven by optimized ad copy and targeted keywords.
• Conversion Rate: Conversion rates on the landing pages improved by 30%, thanks to optimized messaging, user-friendly forms, and clear CTAs.

Conclusion

By implementing a comprehensive SEO and PPC strategy, Elite Roof Repair achieved significant improvements in online visibility, lead generation, and return on investment. The combination of on-page optimization, content marketing, local SEO, and well-targeted PPC campaigns helped drive more qualified traffic and convert leads into customers.