Anonymized · Protected by NDA
Central Florida Roofing Contractor
How we built a storm-ready marketing system for a Hernando County roofer in 16 weeks. 38 leads per week at peak storm season. NDA-protected case.
Weekly leads
[38]
peak storm season
Google rating
[5.0★]
ongoing
Review velocity
[12/mo]
verified
NAP cleanup
[30+]
directories fixed
Context
A family-owned roofing contractor operating in Hernando County for over a decade. Strong reputation with direct customers, weak digital presence against larger regional competitors. Came to Reimagine four months before the start of hurricane season with an urgent mandate: build a storm-ready marketing system from scratch before the first named storm of the year.
The Challenge
Where they were
when we started.
[PLACEHOLDER] The client had an outdated website from 2019 loading in over 5 seconds on mobile, with no schema markup and no dedicated pages for insurance claims or My Safe Florida Home. The Google Business Profile was claimed but missing service categories, had only 27 reviews, and had not received a photo update in 11 months.
[PLACEHOLDER] NAP data was inconsistent across more than 20 directories, including a wrong phone number still live on Yelp and Angi. There was no paid acquisition in place, no retargeting pixels, and no call tracking. The existing Meta page had not posted in 6 weeks and had zero lead form campaigns running.
[PLACEHOLDER] Most urgently, hurricane season was 16 weeks away. Without a ready-to-deploy storm campaign, the client would miss the single biggest revenue window of the year for Florida roofers.
Our Approach
What we built,
and in what order.
[PLACEHOLDER] We split the work into three tracks running in parallel. Track 1 was foundation: NAP cleanup across 30+ directories, GBP category and service list overhaul, schema markup on every existing page, review acquisition automation via SMS for every completed job, and Google Q&A seeding with 14 anchor questions about storm damage and insurance claims.
[PLACEHOLDER] Track 2 was content: 4 new service pages (storm damage inspection, insurance claim assistance, My Safe Florida Home certification, re-roof vs repair decision guide), each with local references to Hernando County and FAQ schema. All 4 pages went live within 5 weeks of kickoff.
[PLACEHOLDER] Track 3 was paid and storm-ready: Meta Ads account rebuilt with Pixel and Conversions API, Google Ads campaign structure for emergency repair and re-roof keywords, and a storm campaign template pre-built in Meta Ads Manager, paused, ready to geo-target affected counties within 6 hours of a named storm entering the Gulf of Mexico.
Timeline
How it unfolded.
Week 0
Kickoff and full audit delivered
Week 1-3
NAP cleanup + GBP rebuild + schema markup live
Week 4-5
4 new service pages published
Week 6-8
Review automation live, first reviews pouring in
Week 9-12
Google Ads campaigns live, CPL stabilized
Week 13-14
Meta storm campaign pre-built and paused
Week 15
First named storm, campaign activated in 4 hours
Week 16-20
Peak storm season, 38 leads/week, crew expansion
The Result
What actually
happened next.
[PLACEHOLDER] By week 8, GBP views had grown 180% versus baseline and the first storm-unrelated organic leads were converting. By week 12, the review velocity had tripled to 12 per month with a 5.0 star average maintained.
[PLACEHOLDER] When the first named storm of the season entered the Gulf in week 15, the storm campaign went live within 4 hours. Within the first 72 hours after landfall, the campaign generated 38 qualified leads for storm damage inspections. The client had to bring in additional crews to keep up.
[PLACEHOLDER] For the full storm season, the client booked more insurance claim jobs than the previous two seasons combined. The Meta storm campaign alone generated over 600 leads across the season at a cost per lead roughly half the regional average.
Key Insight
“The hardest part of storm season marketing is not the campaign itself. It is having every foundational piece ready before the storm so you can activate in hours, not weeks. Contractors who wait for the storm to start planning have already lost the season.”
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Services used and related work
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