HOW A PHOENIX ROOFING COMPANY BUILT MORE PREDICTABLE, BETTER FIT ROOFING LEADS

Blue Aspen Marketing partnered with a growing Phoenix roofing company to replace inconsistent lead quality, weak visibility in competitive markets, and a confusing website with a clearer, more reliable system for generating real roofing inquiries.

Focused on booked jobs — not wasted calls or marketing guesswork.

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Sound Familiar?

Growth Was Happening — But It didn’t feel controllable.

“We were getting leads, but too many weren’t turning into real jobs.”

Calls were coming in, but lead quality was inconsistent. Too many inquiries were price shoppers or poor fits, forcing the team to spend time sorting through leads instead of focusing on real roofing projects.

“We weren’t standing out in competitive markets.”

In high-traffic cities like Phoenix, Mesa, Scottsdale, and Glendale, competitors dominated search results. Despite past marketing efforts, visibility remained weak where homeowners were actively searching for roofing services.

“The website didn’t help close the deal.”

The site was difficult to navigate and didn’t clearly explain services, processes, or professionalism. Homeowners weren’t getting the clarity or confidence needed to move forward.

“Marketing felt disconnected.”

Different efforts were happening, but there wasn’t a clear system tying marketing activity back to booked roofing jobs.

Here’s what changed after we stepped in.

BEFORE

BLUE ASPEN MARKETING

High cost per lead with limited control over quality
Website felt cluttered and hard to navigate
Weak organic visibility in competitive roofing markets
SEO efforts weren’t producing meaningful rankings
Limited clarity into which channels were driving real opportunities

AFTER

IMPLEMENTING OUR STRATEGY

Clearer path for homeowners to contact the business
Improved website structure supporting SEO and conversions
Increased visibility for roofing services in Phoenix-area markets
Paid ads aligned with high-intent searches
Better insight into where leads were coming from

How Leads Came In

FROM GOOGLE SEARCH & LOCAL SEO

Before, visibility was limited. After cleanup and optimization, organic traffic began supporting ongoing demand instead of being unpredictable.

FROM GOOGLE ADS

Ads were aligned with services and locations that actually converted, helping reduce wasted spend and improve lead quality.

FROM GOOGLE BUSINESS PROFILE (LOCAL VISIBILITY)

For roofing, trust and proximity heavily influence who gets the call. Stronger local visibility helped close that gap.

ABOUT THE CLIENT

This client is a Phoenix-area residential roofing contractor serving homeowners across some of the most competitive markets in the Valley. Their team specializes in high-value roofing projects, including both shingle and tile roofs, and handles a steady monthly volume of installs.

As the business continued to grow, the challenge wasn’t finding work — it was standing out in crowded markets, lowering the cost of qualified roofing leads, and building a marketing system that supported long-term expansion instead of short-term fixes.

Google Business Profile Optimization

Updated roofing services to align with high-intent homeowner searches
Improved visibility across priority Phoenix-area markets
Increased calls and messages from local search users
Aligned GBP content with service pages for consistency and trust

Website
Improvements

Rebuilt the website to clearly communicate services and credibility
Created clearer service-focused pages to support SEO and conversions
Structured pages to answer pricing, timeline, and process questions upfront
Improved mobile experience
Added clear service pages explaining what homeowners get

Google Ads + Local Services Ads

Ran paid campaigns focused on homeowners actively searching for roofing services
Sent ad traffic to pages that matched the service searched
Prioritized call-based lead generation
Helped offset reliance on expensive, low-quality leads

Lead Tracking & Cleanup

Reviewed how leads were being captured across the website
Identified gaps between traffic, inquiries, and booked jobs
Improved clarity into which channels were producing real inquiries
Supported better decision-making around marketing spend

TIMELINE

RESULTS MEASURED OVER A RECENT 6-MONTH PERIOD

GETTING THE BASICS RIGHT

The website, Google Business Profile, and SEO foundations were cleaned up so homeowners could clearly understand services and easily get in touch — without friction or confusion.

SHOWING UP IN THE RIGHT SEARCHES

Roof repair and replacement pages were aligned with how Phoenix homeowners actually search.

OPTIMIZE & ALIGN PAID TRAFFIC

Paid ads were refined to focus on high-intent roofing searches, prioritizing phone calls from homeowners ready to talk about their roof project.

ONGOING VISIBILITY & STABILITY

Lead flow became more consistent and easier to manage month over month.

WHY THIS WORKED

Homeowners could quickly understand roofing services before calling

The business showed up more clearly in competitive Phoenix roofing searches

Paid ads focused on intent, not just traffic volume

The website supported decision-making instead of creating confusion

Marketing efforts worked together instead of competing

If you’re paying too much for leads, struggling to stand out in local search, or unsure which marketing efforts are actually driving booked roofs, we can help.

Book a 1-hour virtual business audit and we’ll show you what’s holding growth back — and how to build a more predictable lead engine for your roofing business.

BOOK A STRATEGY CALL

HOW A PHOENIX ROOFING COMPANY BUILT MORE PREDICTABLE, BETTER FIT ROOFING LEADS

Month-to-Month. No contracts. Performance earns retention.

Sound Familiar?

Here’s what changed after we stepped in.

BEFORE

BLUE ASPEN MARKETING

AFTER

IMPLEMENTING OUR STRATEGY

How Leads Came In

FROM GOOGLE SEARCH & LOCAL SEO

Before, visibility was limited. After cleanup and optimization, organic traffic began supporting ongoing demand instead of being unpredictable.

FROM GOOGLE ADS

Ads were aligned with services and locations that actually converted, helping reduce wasted spend and improve lead quality.

FROM GOOGLE BUSINESS PROFILE (LOCAL VISIBILITY)

For roofing, trust and proximity heavily influence who gets the call. Stronger local visibility helped close that gap.

ABOUT THE CLIENT

Client Snapshot

INDUSTRY

Residential Roofing

Service Area

Phoenix Metropolitan Area

PRIMARY SERVICES

Shingle roofingTile roofingResidential roof replacement

BUSINESS MODEL

Single-location roofing contractor

WHAT WE IMPLEMENTED

GOOGLE BUSINESS PROFILE OPTIMIZATION

WEBSITE REBUILD + BETTER USER EXPERIENCE

GOOGLE ADS + LOCAL SERVICES ADS

LEAD TRACKING & FOLLOW-UP SETUP

Google Business Profile Optimization

Website Improvements