At Tailored Marketing, we enjoy working with businesses across a variety of industries. It keeps each day interesting for us, and it’s surprisingly common that we identify trends and opportunities from one industry that can benefit a completely unrelated business.
We’ve achieved particular success in 2025 with local trades service businesses. We recently began working with an established roofing company in the Upstate. Despite being in business for multiple decades and even having retained a marketing agency for years, they were missing out on their desired market share and had a deteriorating Google presence.
Given their permission, we’d like to share their story and the rapid impact of our partnership. And hey – if you need roof repair or replacement, “we know a guy.” 😉
Background – “The Before”
The roofing company’s owner contacted us in April to request a consultation. During our conversation, he shared that he’d been working with a Greenville marketing agency for several years and investing a sizable ad budget each month.
However, his leads were declining, and his Google presence was abysmal (beyond the fifth page for many roofing-related searches in our area.) The other marketing firm wasn’t providing any performance reporting and only communicated with the owner when he reached out about an issue.
As we performed our pre-proposal research, the roofer was clearly holding up his side. Decades of quality work were reflected in nearly 100 Google reviews, averaging an impressive 4.9-star rating. His brand growth and visibility were only being crippled by a slow website, poor SEO, and ineffective digital advertising – all of which he’d been paying someone for.
Our Partnership – “The Work”
When the now-former marketing firm refused to hand over the site to the roofing company (huge red flag), we rebuilt it from scratch within a week. During the website development, we improved the site structure and copyedited the existing content. We also configured lead tracking to provide accurate reporting of which channels delivered leads, enabling ROI calculation and better-informed marketing decisions.
On the technical end, our firm optimized the site for mobile devices for the benefit of human visitors and search engines. The site’s SEO was completely revamped to improve its Google rankings, and we transferred the site to a faster and more reliable hosting platform.
Targeted digital advertising was launched across several networks, including Google Search, Google Local Services Ads, and Microsoft Ads. These campaigns allow the roofer to target specific areas of the Upstate and narrow his ads to only show for the types of projects he seeks. These digital channels provide unmatched transparency into the average cost per ad click and lead, while being incredibly flexible for any desired changes as the campaigns progress.
Early Results – “The After”
Though Go-To Man Marketing’s partnership with this roofing company is only two months old at the time of this article, the results have been rapid and impressive. The owner has also indicated his extreme satisfaction in the level of our responsiveness and transparency, compared to his previous vendor.
Ask anyone in marketing – website SEO is incredibly important, but it’s a long game. Early results typically take 3-6 months, let alone in such a competitive industry as residential and commercial roofing. However, the roofer’s website has escaped from obscurity to already achieving a page one ranking for some common searches in our area.
Homeowner leads have risen quickly. Though the digital ad campaigns are still in their infancy, we nearly halved the average cost per lead in the campaigns’ first full month. With the benefit of these platforms’ data, we’re able to complete ongoing optimizations to continually improve performance and shift ad funds to the channel(s) delivering the highest-quality leads.
Your “Go-To” for Marketing
Helping local businesses to grow and achieve such transformation through our work is our “why.” While we’re solidly behind this company as our exclusive roofing client, we welcome speaking with other business types and determining if a partnership could be mutually beneficial. To request a consultation, contact us today.
