From Low Visibility to Qualified Calls: How a Pest Control Company Increased Qualified Calls by 83% in 6 Months
OVERVIEW
Who Is Summit Roofing & Restoration?
Summit Roofing & Restoration is a residential and commercial roofing company serving homeowners and businesses across the Columbus, Georgia area. The company specializes in roof repairs, roof replacements, storm damage restoration, and emergency roofing services.
Despite offering quality workmanship and maintaining a strong reputation locally, the company struggled to generate consistent leads from organic search. Most new business came from referrals and word-of-mouth, making growth unpredictable and difficult to scale.
Industry
Residential & Commercial Roofing
Service Area
Columbus, GA & Surrounding Areas
Previous
Low organic visibility, inconsistent lead flow, high dependence on referrals and paid ads
Services Implemented
SEO, Local SEO, Technical SEO, AI Search Visibility, Conversion Rate Optimization
Key Goal
Generate more qualified roofing leads and increase booked jobs through organic search
THE PROBLEM
What Was Holding Summit Roofing Back?
On paper, Summit Roofing had a professional website and a steady stream of referrals. In practice, their online presence wasn’t generating the consistent flow of qualified leads needed to scale the business.
The company was competing against larger roofing contractors investing heavily in SEO, Local SEO, and Google Ads. While Summit Roofing delivered excellent service, potential customers simply weren’t finding them when searching for roofing services online.
The Challenges
Poor Local Visibility
The company wasn't ranking consistently for high-intent searches such as "roof repair near me," "roof replacement Columbus GA," and other revenue-driving keywords. Competitors dominated the local search results.
Inconsistent Lead Flow
Most new business came from referrals and repeat customers. While referrals were valuable, they made growth unpredictable and difficult to forecast
Low Google Business Profile Visibility
Their Google Business Profile wasn't generating enough calls, website visits, or direction requests compared to competing roofing companies in the area.
Website Traffic Without Enough Conversions
Visitors were landing on the website, but too few were requesting estimates or calling the business. The website wasn't effectively converting traffic into qualified roofing leads.
Limited Visibility in AI Search
As customers increasingly turned to ChatGPT, Perplexity, and Google AI Overviews for recommendations, the company had little to no presence in AI-generated answers.
The Hidden Cost
Every missed search meant a potential roofing project going to a competitor. Without a predictable lead generation system, Summit Roofing relied heavily on referrals and paid advertising, limiting their ability to scale revenue consistently throughout the year.
THE DECISION
Why Did Summit Roofing Choose Rank Social?
Summit Roofing evaluated several marketing options, including increasing their Google Ads budget, working with a traditional SEO agency, and continuing to rely primarily on referrals. Their goal wasn’t just to increase website traffic—it was to generate more qualified roofing leads and booked jobs.
After reviewing multiple proposals, they chose Rank Social because of our revenue-focused approach and emphasis on measurable business outcomes.
Revenue Over Vanity Metrics
Many agencies focused on rankings, impressions, and website traffic. Rank Social focused on qualified leads, booked calls, and revenue attribution.
Local Search Expertise
Roofing is one of the most competitive local service industries. Rank Social's strategy combined Local SEO, technical optimization, Google Business Profile growth, and conversion-focused landing pages designed specifically for local service businesses.
AI Search Visibility Strategy
As search behavior evolved, Summit Roofing wanted to stay ahead of competitors by improving visibility in ChatGPT, Perplexity, and Google AI Overviews. Rank Social's AI Search Visibility framework provided a future-focused advantage beyond traditional SEO.
Conversion-Focused Website Improvements
Generating traffic alone wasn't enough. Rank Social identified several opportunities to improve lead generation through better calls-to-action, service pages, and user experience improvements designed to increase estimate requests and phone calls.
Limited Visibility in AI Search
As customers increasingly turned to ChatGPT, Perplexity, and Google AI Overviews for recommendations, the company had little to no presence in AI-generated answers.
Clear Reporting & Attribution
The leadership team wanted complete transparency. Rank Social provided reporting that connected rankings, leads, calls, and revenue so they could clearly understand the return on their marketing investment.
THE SOLUTION
What Did the 6-Month Growth Strategy Look Like?
To help Summit Roofing generate more qualified leads and improve local visibility, we implemented a phased growth strategy focused on SEO, Local SEO, AI Search Visibility, and conversion optimization.
Rather than trying to change everything at once, we prioritized the areas that would have the biggest impact on lead generation and revenue growth.
| Phase | Timeline | Focus Area | Key Activities |
|---|---|---|---|
|
Phase 1 — Foundation |
Weeks 1–4 |
Technical SEO |
Website audit, technical fixes, page speed improvements, crawl optimization |
|
Phase 2 — Local Visibility |
Weeks 3–8 |
Local SEO |
Google Business Profile optimization, citation cleanup, local landing pages, service area targeting |
Core Improvements
By month two, the technical SEO foundation and local search improvements were already producing measurable ranking gains.
By month four, service pages and local content began generating consistent organic traffic and qualified lead opportunities.
Implementation Approach
Every recommendation was tied to a business outcome rather than a vanity metric.
We tracked rankings, organic traffic, qualified calls, estimate requests, and lead sources throughout the campaign. This allowed Summit Roofing to clearly understand which activities were generating revenue and where future growth opportunities existed.
THE RESULTS
What Were the Measurable Outcomes After 6 Months?
By combining SEO, Local SEO, AI Search Visibility, and conversion optimization, Summit Roofing achieved significant improvements in lead generation and local search performance.
| Metric | Before | After | Change |
|---|---|---|---|
|
Qualified Calls |
45/month |
83/month |
+84% |
|
Organic Leads |
72 |
197 |
+174% |
Key Wins
+83 Qualified Calls
More homeowners and property managers contacted the company directly through organic search and local search results.
Revenue Impact
The increase in qualified calls and estimate requests created a predictable lead generation system that was no longer dependent solely on referrals.
Instead of waiting for opportunities to appear, Summit Roofing was consistently attracting high-intent customers actively searching for roofing services online.
LESSONS LEARNED
What Did We Learn From This Campaign?
Every growth campaign provides valuable insights. After six months of working with Summit Roofing, several key lessons stood out that continue to shape our approach for local service businesses.
Local SEO Works Best When Combined With Conversion Optimization
Improving rankings alone isn't enough. The biggest gains came when stronger visibility was paired with conversion-focused landing pages, clear calls-to-action, and improved user experience.
Google Business Profile Is a Major Revenue Driver
Many roofing companies underestimate the impact of their Google Business Profile. Optimizing listings, improving reviews, and increasing local visibility played a significant role in generating qualified calls.
Service Pages Matter More Than Generic Content
Detailed service pages targeting specific roofing services consistently outperformed generic website content. Visitors searching for roof repair, roof replacement, or storm damage services responded best to highly relevant pages.
Key Takeaway
The biggest lesson wasn't simply improving rankings—it was creating a complete lead generation system.
When SEO, Local SEO, AI Search Visibility, and Conversion Optimization work together, local service businesses can generate predictable growth, higher-quality leads, and stronger long-term revenue performance.
FAQ
Frequently Asked Questions
How long did it take to see results?
While some ranking improvements were visible within the first few weeks, the most significant lead generation results appeared between months 3 and 6. SEO is a long-term strategy, but early wins came from technical fixes, Google Business Profile optimization, and conversion improvements.
How many additional leads were generated?
Over the six-month campaign, Summit Roofing generated 197 organic leads and increased qualified calls by 83%. The focus was not just on traffic growth but on attracting homeowners actively searching for roofing services.
Did the campaign only focus on SEO?
No. The strategy combined Technical SEO, Local SEO, Google Business Profile optimization, AI Search Visibility, and Conversion Rate Optimization. This created a complete system designed to generate more qualified leads and booked jobs.
Ready to Generate More Roofing Leads?
Summit Roofing isn’t unique. Many roofing companies invest in websites, SEO, and advertising but still struggle to generate a consistent flow of qualified leads and booked jobs.
The problem usually isn’t a lack of demand—it’s a lack of visibility, conversion optimization, and a system that turns searches into revenue.Our approach combines SEO, Local SEO, AI Search Visibility, and Conversion Rate Optimization to help roofing companies attract more qualified leads, increase booked calls, and build a predictable growth engine.
Whether you’re relying too heavily on referrals, struggling to rank locally, or losing leads to competitors, we’ll identify the biggest opportunities for growth and create a roadmap tailored to your market.