Royal Roofing & Siding NYC is a long-standing roofing contractor serving homeowners across New York City’s five boroughs. Known for both residential roof replacements and siding installations, they had built their reputation over two decades of craftsmanship.
But despite their experience and quality, Royal Roofing faced a major growth hurdle: marketing in New York City is unlike anywhere else in the U.S. With dozens of roofing companies, aggressive advertising competition, and homeowners who are often skeptical after being bombarded with ads, standing out was a constant uphill battle.
Their leadership team wanted a solution that would:
- Attract serious, local homeowners needing roofing and siding services.
- Avoid wasting money on irrelevant clicks and “just-looking” inquiries.
- Provide a predictable pipeline of qualified roofing leads, rather than relying solely on referrals.
The Challenge
Royal Roofing’s marketing problems were familiar to many contractors in big metros:
- Sky-High Ad Costs – Competing in NYC meant paying premium rates for Google Ads clicks without guaranteed ROI.
- Irrelevant Leads – Many inquiries were for jobs outside their service area or from renters who had no authority to hire.
- Price Shoppers – Some leads were only seeking the lowest bid, which hurt margins.
- Inconsistent Pipeline – Their lead flow fluctuated, creating months of feast and famine.
In such a saturated market, they needed more than just ads — they needed a data-driven strategy designed to cut through the noise.
Our Strategy
We built a campaign around precision targeting and high-intent search traffic, combined with trust-building landing pages to convert clicks into calls.
1. Market Segmentation
We focused heavily on targeting homeowners in Brooklyn, Queens, and Staten Island, where Royal Roofing had strong crews ready to take jobs. Instead of casting a wide net across all five boroughs, we honed in on neighborhoods with older housing stock where roof repairs and replacements were in higher demand.
2. Google Ads Campaigns
We structured the campaigns into very tight ad groups based on specific roofing services:
- Roof Replacement NYC
- Emergency Roof Repair Queens
- Flat Roof Installation Brooklyn
- Siding Contractor Staten Island
Each ad featured:
- Strong headlines like “Licensed NYC Roofers – Free Estimate Within 24 Hours”.
- Clear CTAs for free roof inspections.
- Local extensions to emphasize their presence in NYC.
3. Conversion-Focused Landing Pages
Generic websites don’t convert well in NYC — trust is everything. So we built landing pages that:
- Showcased their 25+ years of experience.
- Included before-and-after photos from real NYC projects.
- Featured testimonials from borough-specific clients.
- Offered a 24-hour callback guarantee for estimates.
4. Retargeting Campaigns
We implemented Facebook and Instagram retargeting ads to bring back homeowners who had clicked but didn’t take action. These highlighted real customer reviews and the urgency of getting roofs inspected before winter storms.
5. Call Tracking & Analytics
Every call was tracked and recorded, allowing us to measure lead quality and refine campaigns. High-cost, low-performing keywords were cut quickly, while the strongest performers were scaled.
Execution Timeline
- Week 1: Competitor research and campaign setup.
- Week 2: Landing page build with borough-specific versions.
- Week 3: Launch Google Ads campaigns with $3,500/month budget.
- Week 4: Implement retargeting ads and tracking.
By the end of the first month, the campaigns were fully optimized and already delivering high-quality leads.
Results
The campaign produced 56 qualified leads in the first 30 days, with 18 converting into booked appointments, a 32% conversion rate.
Key Metrics:
- Leads Generated: 56
- Appointments Booked: 18
- Conversion Rate: 32%
- Average Cost per Lead: $62
- ROI: Positive in the very first month.
Impact on Business
For the first time, Royal Roofing had predictable lead flow in NYC’s brutally competitive environment. Instead of waiting for the phone to ring, they had a consistent system that brought in:
- Roofing replacement inquiries worth $10k–$25k per project.
- Siding jobs in neighborhoods like Brooklyn that averaged $15k+.
- Emergency repairs that built long-term customer relationships.
The sales team no longer wasted time on renters or irrelevant jobs — every call came from a serious homeowner actively seeking roofing or siding services.
Client Feedback
The owner of Royal Roofing put it simply:
“We’ve tried ads before, but this is the first time it feels like every dollar is accountable. Not only are we getting more calls, but these are the exact projects we want — roof replacements and siding installs, not patch jobs. It’s a game-changer.”
Key Takeaways
- Geo-targeting neighborhoods is crucial in NYC – Citywide ads waste money. Focused targeting wins.
- Trust drives conversions – Local testimonials and real project photos outperformed generic stock images.
- Call tracking is non-negotiable – It allowed us to kill wasted spend fast.
- Retargeting sealed the deal – Many leads converted after seeing testimonials and urgent reminders.
- Consistency beats chance – A steady stream of roofing leads allowed the company to schedule months ahead.
Final Numbers (Month 1)
ROI: Profitable in first month, with projected scaling potential.
Leads: 56
Appointments: 18
Conversion Rate: 32%
Cost per Lead: $62
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