Shield Roofing Increased Website Traffic by 150% and Return on Ad Spend by 35%
The Company
Shield Roofing & Sheet Metal, based in Houston, Texas, specializes in roofing solutions for residential and commercial properties. They offer services such as sheet metal fabrication, shingle roof installation, flat roofs, and roof repairs. Known for their commitment to quality and customer satisfaction, they aim to deliver reliable and durable roofing services tailored to the specific needs of their customers.
The Objective
Shield Roofing was heavily dependent on paid ads for lead generation. However, when they paused their ads, they experienced a sharp decline in leads. They needed a strategy that balanced both organic SEO and localized paid ads to ensure steady lead generation without solely depending on paid campaigns.
The Challenge
The company’s over-reliance on paid ads resulted in a loss of leads when those ads were stopped. Their organic presence was also lacking, meaning they weren’t capturing a large portion of the potential local audience. With no long-term strategy that integrated both paid and organic efforts, they were unable to maintain a consistent lead flow or build sustainable growth.
Rapidomes' Strategy:
Rapidomes implemented a blended strategy combining organic SEO and localized paid ads for both short-term lead generation and long-term growth. We optimized Shield Roofing’s website with SEO-optimized content targeting high-intent roofing search terms and focused on local SEO to improve their rankings and visibility in Google Maps.
We also made them understand that 72% of people use Google to search for specific services, and by relying solely on paid ads, they were missing out on a huge audience. By creating helpful blog posts and optimizing existing pages for long-tail search terms, we boosted their organic visibility.
At the same time, we ran targeted Local Services Google and Facebook ads to capture immediate leads, ensuring a steady flow of leads while gradually improving organic rankings for sustainable growth.
The Results
Our approach blended immediate lead generation through local service ads with long-term growth strategies, such as optimizing local SEO and boosting organic listings. This led to a doubling of conversion rates in just 45 days, increasing in phone calls and customer enquiries.
Local SEO
Within the first 60 days, we optimized their Google Business profile and created multiple map citations targeting various keywords and locations. As a result, the business profile achieved first-page rankings in multiple locations for the targeted keywords, leading to a 190% increase in phone calls and a 90% increase in form submissions.
Content SEO
Through a strategic Content SEO approach, Shield Roofing saw a 150% increase in website traffic, driven by SEO-optimized blog posts and service pages targeting high-intent roofing search terms. By addressing common customer queries and improving their search engine rankings, they established themselves as a trusted authority in their industry. This effort not only boosted visibility but also contributed to an 85% rise in form submissions and phone inquiries, showcasing the power of informative, engaging content to drive organic growth and conversions.
Blended Ads
The combination of paid ads and organic efforts led to a 150% increase in website traffic, as their ads effectively targeted users while their improved organic rankings brought in additional traffic. This approach not only increased visibility but also drove more relevant visitors to the site.
Moreover, their cost per lead decreased by 35%, meaning Shield Roofing was able to generate leads more efficiently, reducing wasted spend on ads. As a result, they achieved a higher Return on Ad Spend (ROAS), meaning that for every dollar spent on ads, they generated significantly more revenue. By optimizing both paid and organic channels, Shield Roofing maximized their advertising investment, making their overall marketing strategy more profitable and sustainable.
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