Fortitude Roofing – From Zero to Scale

Who is Fortitude Roofing?

• Industry: Roofing
• Market Segment: Roofing services in Las Vegas
• Key Services: Comprehensive roofing solutions including repairs, installations, and maintenance.

Fortitude Roofing is a dedicated roofing service provider based in Las Vegas, known for their commitment to quality and customer satisfaction.

Despite their expertise, they struggled to gain traction in a competitive market, feeling invisible online. With a vision of reaching $5 million in revenue, they recognized the need for a more effective marketing strategy.

https://youtu.be/pPwRTabcFkE

The Challenge

Fortitude had been investing in digital marketing for 7 months but it never brought in leads to justify the cost. For them to grow they were stuck, reliant on word of mouth and job site signs to get new business.

Their online presence was weak, with no leads coming in.

Critical components of their Google Business Profile, website SEO and Google Local Service Ads (LSA) were missing, making it nearly impossible to find them online or in search.

They felt stuck, and their dreams of growth seemed increasingly distant.

The Process

When we stepped in to partner with Fortitude Roofing, we began by diving deep into the core of their business. Understanding what services, strategies and areas drove the most profit to the bottomline.

This meant engaging in conversations to discover their brand’s voice, their values, and their vision for the future.

We started working to formulate a comprehensive strategy aimed at transforming their online presence.

Our Blueprint to Success

Our unique approach involved a comprehensive SEO strategy, targeted LSA campaigns, and continuous optimization to improve online visibility.

From the onset of our partnership in June 2022, we focused on several key strategies to drive growth for Fortitude:

• Thorough Optimizations: We implemented custom and industry specific optimizations on their Local Service Ads (LSAs) to enhance visibility and attract high-quality leads. We created specific ad campaigns targeting the greater Las Vegas’ roofing marketing, with an emphasis on full roof replacements and commercial jobs. 
  • We took over a failing Google Business Profile from a previous marketing company, and started a process of weekly content posting, citation creation, citation audits and a tailored SEO strategy that focused on producing content and quality, niche relevant backlinks.
    
    
• Target Market Focus: By narrowing in on the target market within their selected area, we ensured that the leads generated were relevant and more likely to convert.

We found that zeroing in on a few neighborhoods allowed us to drive more high quality leads. 

1. Local Service Ads (LSA)

• Conducted Keyword Research: We identified high-buyer-intent keywords tailored to Fortitude Roofing’s services in Las Vegas, such as “roof repair” and “emergency roofing.”
• Implemented Customer Review Strategy: We encouraged satisfied clients to leave reviews, enhancing the LSA profile’s credibility and their overall online reputation.

2. Google Business Profile (GBP)

• • Optimized the Profile: We completed all sections of Fortitude Roofing’s GBP, ensuring accurate service information and hours of operation.
  • Posted Frequent Updates: Our team shared seasonal promotions and service expansions, keeping the profile active.

• Citation Creation: The previous company had used lots of black-hat techniques in an attempt to rank them quickly, this failed and Fortitude was one of the lowest ranking roofing companies in Las Vegas. From the start, we sent out a manual citation audit and business cleanup process to align the NAP of all citations created, and removed citations from high-spam and low DR websites.

• We created accurate citations across directories, image and video sharing sites, and citation-list websites, and continue this creation-audit-repair process on a quarterly basis.

3. Pay-Per-Click (PPC)

• Structured Targeted Campaigns: We created separate PPC campaigns for each service, allowing for precise messaging.
• Implemented Geo-Targeting: Our geo-targeting efforts focused ads on high-demand neighborhoods, optimizing budget efficiency.

4. Search Engine Optimization (SEO)

• Develop a Content Strategy: We created a content calendar focused on blog posts addressing common roofing questions and seasonal advice for the Las Vegas market.
• Improved On-Page SEO: Our team optimized title tags, meta descriptions, and header tags to enhance relevance and search rankings.
• Enhanced Local SEO: We integrated local keywords throughout the website, improving visibility in local searches.

The Result of Building Strong Foundations

The results of our partnership were nothing short of transformative.

Within just a few months, Fortitude Roofing began to see a remarkable change. By Q3 of 2024, they received over 300 leads in a single month—an incredible feat that showcased the effectiveness of our strategies.

1. Local Service Ads

Their cost per lead (CPL) averaged around $44.58, positioning them well within the competitive range for the roofing and water repair industry, which typically sees CPLs between $40 and $100.

Charged lead visualization for Fortitude Roofing – September 2023 to October 2024

2. Google Business Profile

From November 2023 to April 2024, our efforts in optimizing Fortitude Roofing’s Google Business Profile (GBP) yielded remarkable results. The profile generated 697 calls during this period, showcasing its effectiveness in attracting potential customers directly.

Exhibit A. Google Business Page Performance Nov ‘23 – Apr ‘24

(april was the first day of month why it says 0)

3. Pay-per-Click

The results from our PPC campaign for Fortitude Roofing between September 2023 and October 2024 were truly impactful. We achieved 335 conversions, meaning that many potential customers expressed interest by filling out forms or requesting quotes.

In total, the campaign garnered 7,880 clicks, indicating that the ads resonated well with the audience, drawing them in to learn more about Fortitude’s roofing services. 

With a total investment of $14,400, this translated to a cost per conversion of about $42.88. This is a solid figure, especially in the roofing industry where costs can vary widely.

Exhibit A. Google Ads – Sep ‘23 – Sep ‘24

Overall, these results reflect not only a successful return on investment but also a growing demand for Fortitude Roofing’s services in Las Vegas.

The increased visibility and engagement from the PPC campaign played a crucial role in helping the company expand its customer base and drive revenue growth.

4. SEO

In September of 2023, Fortitude added our website SEO services. The results speak for themselves. There was a good increase in website traffic from the start, which continued to grow over the coming months. The content we created and posted, our schema markup, our site map was optimized well and once indexed, helped Fortitude rank higher, and increased organic website traffic. 

We started working on their SEO around Sept ‘23. Our SEO efforts show a good increase in average traffic after Sept ‘23:

Exhibit A. AHRefs Feb ‘23 to Oct ‘24

Exhibit B. Google Analytics – Sessions by channel Sep ‘23 to Oct ‘24
Significant growth after 3 months of initial optimization 

The transformation was palpable; not only did they achieve their immediate goals, but they also set the groundwork for sustained growth and a strong online presence that matched their reputation for quality work.

The Aftermath for Fortitude Roofing

1. Effort Reduction: Streamlined marketing processes allowed Fortitude Roofing to achieve results with less manual intervention, enabling the team to focus more on core services.
2. Enhanced Brand Visibility: Improved online presence made it easier for potential customers to find and engage with Fortitude’s services.
3. Higher Customer Satisfaction: Increased accessibility of information and improved customer interaction led to enhanced client experiences.
4. Sustained Growth: The combination of these efforts positioned Fortitude as a trusted name in the competitive Las Vegas market, setting the stage for ongoing success

Conclusion

In summary, the collaboration with Fortitude Roofing marked a pivotal turning point in their business journey.

By implementing tailored strategies across multiple channels—Local Service Ads, Google Business Profile optimization, PPC campaigns, and SEO—we transformed their online presence, leading to increased lead generation and customer engagement.

The results speak for themselves: significant call volumes, a substantial number of conversions, and a marked improvement in market visibility.

As Fortitude Roofing continues to build on this foundation, they are well-positioned for ongoing success in the competitive roofing industry.