Roofing Contractor · Los Angeles County, CA

Apex Roofing Goes From Storm-Chaser Leads to a Year-Round Pipeline

Apex was buying shared leads from HomeAdvisor and Angi, competing against 15 other contractors on every single one. We built their own lead generation through Google Ads and SEO so they stopped buying leads and started owning them.

Representative example — illustrates a typical engagement; identifying details have been changed.

4.7x

Qualified Estimate Requests

22%

Estimate-to-Contract Rate

Third-Party Lead Costs

Overview

Apex Roofing had the crew, the equipment, and the reviews — they just didn't have a way to generate their own leads. Every month, a budget went to Angi and HomeAdvisor in exchange for shared leads that arrived simultaneously to a dozen competitors. Close rates were low and margins were squeezed by price competition on every job.

The Challenge

What wasn't working

Shared lead platforms guarantee lead volume but not lead quality or exclusivity. Apex was the fifth call a homeowner made, competing on price alone. The marketing spend had no compounding value — stop paying, leads stop immediately.

The Strategy

What we recommended

We built an owned lead generation system: Google Ads capturing estimate intent before homeowners visit lead platforms, combined with local SEO for longer-term search visibility. The goal was for every dollar spent to build equity rather than renting someone else's audience.

The Execution

What we actually did

Built a Google Ads account targeting roofing estimate and replacement searches — owned campaigns, not shared leads
Created service-specific landing pages for roof replacement, repair, and inspection with clear estimate CTAs
Built local SEO targeting "roofing contractor" and "roof replacement" in specific LA County cities
Launched a review generation system that brought their Google rating from 3.8 to 4.7 stars in 5 months
Eliminated HomeAdvisor and Angi spend entirely within 90 days as owned channels replaced them

Before & After

The Difference

Before

Buying shared leads from Angi/HomeAdvisor — competing with 10-15 other contractors
3.8-star Google rating with sparse reviews
Low close rates driven by price competition on third-party platforms
No marketing equity — stop spending, leads vanish

After

4.7x more qualified estimate requests from owned channels
22% estimate-to-contract rate — up from under 10% on shared leads
Zero third-party lead platform costs
Google rating now 4.7 stars with consistent review volume

Your Turn

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Apex Roofing Goes From Storm-Chaser Leads to a Year-Round Pipeline

What wasn't working

What we recommended

What we actually did

The Difference

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