Case Study #5
Universal Roofing & Contracting
Overview
Universal Roofing & Contracting is a residential and commercial roofing company serving a competitive Southeast market. The company had a strong reputation locally but relied heavily on referrals and third-party lead services to drive new business. They partnered with Matchbox Marketing to build a consistent, scalable lead generation system across search, local, and paid channels.
Challenges
- Inconsistent lead volume month-to-month
- High dependency on third-party lead platforms (Angi, HomeAdvisor)
- No visibility into which channels were driving calls or form leads
- Underperforming website with low conversion rates
- Limited presence in Google Maps and local search
Our Approach
- Paid Acquisition (Google Ads + LSA + Facebook)
- Launched high-intent Google Ads campaigns and optimized Local Services Ads for call-driven leads
- Used Facebook and retargeting to stay in front of homeowners and re-engage site visitors
- Local & Organic Growth (SEO + Google Business Profile)
- Optimized service pages and local SEO to rank for key roofing terms
- mplemented a review generation strategy and ongoing Google Business Profile updates
- Website & Landing Page Optimization
- Built dedicated landing pages with strong offers like Free Roof Inspection
- Improved site structure, CTAs, and trust signals to increase conversion rates
- Tracking & Follow-Up Systems
- Implemented call tracking and form tracking across all campaigns
- Built email follow-up campaigns for leads, reviews, and re-engagement
Results
