Our Approach
We focused on capturing high-intent homeowners at the moment of need. By building high-authority landing pages for siding and roofing and pairing them with Google's Local Services Ads, we positioned VM Power Exteriors as the premium choice in the Lehigh Valley market.
Challenge
VM Power Exteriors had a solid reputation through referrals for siding and roofing, but as they tried to scale their exterior divisions, word-of-mouth wasn't enough. Their existing advertising spend was delivering minimal results and their web presence was fragmented across multiple small sites that didn't convert. They needed a predictable, high-volume lead generation system for high-ticket siding and roofing projects in the tri-state area.
Solution
Consolidated Site Architecture
We moved VM Power Exteriors from multiple thin domains to a single, high-authority domain. The new site featured professional project galleries for James Hardie siding and GAF roofing systems, which built immediate trust with upscale homeowners in Pennsylvania and New Jersey.
Learn more about our web design services →Intent-Driven Advertising
We rebuilt the Google Ads account to focus on high-ticket service keywords like 'Hardie board installation' and 'roof replacement near me.' By using negative keyword lists to filter out repair-only queries where desired, we increased the average lead value significantly.
Learn more about our Google Ads services →Speed-to-Lead Automation
Homeowners in need of roofing after a storm don't wait for calls. We implemented a 60-second automated SMS response system that informed the lead exactly when an estimator would arrive, keeping them off the phones with competitors.
Learn more about our lead generation services →Measurable Outcomes
Major increase
Monthly Inquiries
- Before
- Minimal
- After
- Consistent pipeline
Profitable
Cost Per Lead
- Before
- Unsustainably high
- After
- Dramatically reduced
Improved
Close Rate
- Before
- Below average
- After
- Above industry average
Strong growth
Monthly Revenue
- Before
- Referral-dependent
- After
- Significantly grown
Strong ROI
Marketing ROAS
- Before
- Below breakeven
- After
- Highly profitable
Key Takeaways
- Consolidating multiple domains into one high-performance site builds authority faster than fragmented efforts.
- Local Services Ads (LSA) provide the highest trust signal for 'emergency' or 'near me' contractor searches.
- Speed-to-lead is critical in home services — fast response times dramatically increase booking rates.
Why It Worked
VM Power Exteriors already did great work; we simply built the engine to show that work to the right people. By shifting from generic traffic to high-intent service searches, we reduced the cost per lead while increasing the average project size.
Implementation Timeline
February 2024
Strategy Phase
Audit of existing spend and identification of Lehigh Valley market gaps.
April 2024
Site Launch
Launched consolidated exteriors website with high-res project galleries.
June 2024
Scaling LSA
Achieved top positions in Google Local Services Ads for all target zip codes.
Tools & Platforms
Frequently Asked Questions
- How do you track roofing leads accurately?
- We use CallRail for phone tracking and direct CRM integration for form submissions. Every lead is tracked back to the specific keyword and ad that generated it.
