Summit RoofingRoofingGrand Rapids, MI
From Shared Leads to Owned Infrastructure.
How Summit Roofing increased qualified lead volume by 150% while cutting acquisition costs in half.
Services
Web DesignLocal SEOAutomationPPC
The Challenge
Operational Reality.
Summit was relying on Angi and HomeAdvisor for 80% of their leads. They were fighting price wars on every bid and dealing with low-intent tire kickers. They needed a system they owned.
Diagnostic
Symptom
Inconsistent lead flow
Root Cause
Reliance on shared lead aggregators
Constraint
Limited local brand awareness
Strategy
The Approach.
We implemented a 'Local Domination' SEO strategy combined with a high-conversion landing page system and automated speed-to-lead follow-up sequences.
PHASE 01
Stopped buying shared leads completelyPHASE 02
Implemented 24/7 automated bookingPHASE 03
Targeted specific high-margin suburbsPHASE 04
Built a review generation engineExecution
The Build.
Complete website overhaul, local SEO campaign targeting 5 suburbs, and integration of a CRM with 2-way SMS automation.
Infrastructure
- Next.js Website
- Landing Pages
- Hosting Setup
Acquisition
- Local SEO
- GMB Optimization
- Content Strategy
Conversion
- Speed-to-Lead Automation
- Review Widget
- Estimate Calculator
Tracking
- CallRail Setup
- GA4 Configuration
- CRM Integration
Impact
By The Numbers.
+150%
Lead Volume
Year over Year
2.1x
Close Rate
Improvement
12min
Speed to Lead
Down from 3hrs
Results vary based on market competition and budget. These results are from a 12-month engagement.
Rollout
Deployment Timeline.
1
Audit
Deep dive into existing lead sources and close rates.
2
Build
Developed new conversion-focused website and landing pages.
3
Launch
Went live with local SEO and PPC campaigns simultaneously.
4
Scale
Expanded target area to neighboring counties.
“I was skeptical about SEO, but the quality of leads we get now is night and day compared to what we were buying. These people actually want to hire us.”
Mike T.
Owner, Summit Roofing
Tech Stack
Google Analytics 4CallRailHighLevel CRMGoogle Ads
Frequently Asked Questions
How long did it take to see results?
PPC leads started within 48 hours. SEO traffic saw significant lift at the 3-month mark.
Did they have to hire more staff?
Yes, they hired a dedicated office admin to handle the increased call volume.
More Work
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Ready to be our next success story?
Get Your Growth Plan →Contact KRAS Digital at chandler@krasdigital.com or call 810-553-8984.