Case study
Eight times the leads, at less than it cost four years ago.
Malick Brothers Exteriors is a roofing contractor in Pittsburgh's North Hills. We have run everything for them since 2022: Google Ads, the website, the SEO, the Business Profile, Meta and Nextdoor. This is what four years of that looks like in numbers, from the first month to the last.
- 8.6x leads per monthGoogle Ads, 2023 to 2026
- 42% lower cost per leadSince 2023, and 65% since 2024
- 5.5x organic trafficMonthly sessions, 2023 to 2026
- 61% of calls from organicGoogle Maps and unpaid search, 2026
What we run for them
Every channel a roofer needs, under one report.
The honest answer to "what did you do" is everything, over four years. These are the pieces that moved the numbers on this page, in the order we turned them on.
How we market roofing companiesGoogle Ads
Built from the roofing searches that turn into booked jobs and managed every week since. Campaigns that stopped earning their keep were cut; the structure today is nothing like the one we started with.
Website and SEO
Built to convert and to rank. First-page positions on national gutter-guard buying guides on top of the Pittsburgh roofing terms.
Google Business Profile
Treated as a channel, not a listing. Photos, posts, reviews, the categories Google actually uses to rank roofers, and its own tracking number.
Meta, Nextdoor and Bing
The secondary channels, each measured the same way as the primary ones. The Facebook and Instagram campaign ran from March to September 2026.
Call tracking on every channel
A different number for the profile, the ads, the site and the socials, so the monthly report says where each call came from.
Google Ads, January 2023 to September 2026
Four years. Leads up every year, cost per lead down.
Every year has produced more leads a month than the one before. Against the 2023 average, 2024 ran 2.7 times higher, 2025 6.3 times, and 2026 so far 8.6 times. The account was rebuilt along the way; what it looks like now is our business, and the results are the client's.
Phone calls and form submissions recorded by Google Ads, every month since January 2023. Each bar is that month against the 2023 monthly average, so 8x means eight times as many leads. Small screens show the yearly figure.
Each month against the 2023 average. 2026 runs 42% below it and 65% below 2024, the year the account spent the most per lead. Spend is the client's business, so this chart shows the change, not the dollars.
Organic sessions per month vs 2023 GA4
Organic search
The website earns its own traffic now.
In 2023 organic search brought a trickle of visitors, nearly all of them people typing the company name. The site now holds first-page positions on gutter-guard buying guides that pull searchers from across the country, and on the Pittsburgh roofing terms that pull the ones who can actually book.
Monthly organic sessions are 5.5 times what they were. None of that came from a plugin. It came from a site built to rank, content written for the questions roofing customers actually search, and two years of patience.
Where the calls come from
Six in ten calls come from organic search and Maps.
Call tracking went live in April 2026 with a different number for every channel, so every call on this account has a known source. Organic, meaning Google Maps and unpaid search, delivers 61% of them and costs nothing per call. Paid delivers 30%. Two thirds of callers are calling for the first time.
By the numbers
Numbers you can check, not claims.
Every figure on this page comes from Google Ads, Search Console, GA4 and CallRail, pulled on the same day. Malick Brothers owns the ad accounts, the website and the data. We have access. They have the keys.
Why clients own everything“Our business has absolutely taken off and they are a big reason for that. … There is not a better partner I could have chosen for my business.”
Malick Brothers Exteriors
Google review of PGHDMA
What we would tell another roofer
Three things this account proves.
The same three show up on every roofing account we run. This one just has four years of data behind them.
Organic is not a side project
On this account Maps and unpaid search drive twice as many calls as the ads do, and they cost nothing per call.
An ad account is never finished
This one was rebuilt more than once in four years, each time because the numbers said so.
Track calls by source from day one
Every decision on this page was made because a number said so. Without the tracking there is no number.