How SLB.Inc Saw a 50% Increase in Lead Quality
One of our clients, Sustainable Living Builders, a trusted name in roofing and solar energy solutions in CA, came to us dealing with a hard time converting their strong online visibility into high-quality roofing leads. Despite having a variety of excellent customer reviews and offering unique, environmentally conscious services, they were not ranking well on digital ad platforms. This meant their ideal customers weren’t able to find their business and they were facing low quality sales leads. Here at CausalFunnel our team worked with them to resolve these issues using a fully customized strategy that focused on generating cost-efficient, high-converting roofing leads through smart automation and targeted digital strategies. With a focus on targeting high intent, low competition keywords, we were able to turn SLB’s strong offline reputation into consistent online growth, especially in a very competitive local market like Santa Rosa, CA.
Background and Problem
Sustainable Living Builders, is a company that is known for their sustainable roofing and solar installations in Santa Rosa, CA. They gained a loyal customer base thanks to their unique affordability, professionalism, and eco-conscious approach that sets them apart from their competition. However, their digital visibility was significantly lagging behind competitors despite them having amazing reviews, as they were ranked low on Local Service Ads and weren’t appearing for key searches that were related to roofing marketing and roofing SEO in their area. Their cost per conversion was unsustainable, and they were not generating enough qualified roofing leads to justify their ad spend. With no clear funnel or roadmap in their roofing lead generation efforts, the company was wasting their marketing budget and missing out on valuable inbound traffic. This was costing them a lot.
Case Study
To begin, our team here at CausalFunnel performed a complete audit of SLB’s Local Service Ads, Google Business Profile, and campaign history across all search and social platforms. We then went onto review keyword match types, specific ad targeting settings, bid strategies, and customer engagement metrics such as reviews and response times. Our AI tools revealed that there were gaps in roofing ads placement, underused social targeting (especially for roofing Facebook ads), and their business profile was not properly set up. In particular, the lack of structured content that has been optimized for roofing SEO and commercial roofing leads prevented them from showing up on local searches. Their ads lacked compelling call-to-action at the end of their messages, and keywords relevant to what their potential customers are searching. This led to limited visibility and CTR.
After the audit was completed, it became clear that SLB’s advertising content didn’t reflect the uniqueness of their services. They were trying to compete in a very busy market with no clear sign of their unique value proposition present in their ads or SEO presence. Their roofing ads lacked any localization, which is crucial for companies who operate in a geographically defined area. We also noticed they weren’t ranking for essential terms like “roofing companies Santa Rosa CA” or “best roofing SEO services,” which limited organic traffic in their area. Their customer reviews were strong, but weren’t being leveraged as they had no tools in place that prompted happy customers to leave reviews or showcase them in high-converting areas.
How CausalFunnel AI Solved the Problem
Our CausalFunnel team created an all inclusive strategy to increase the amount of high-quality roofing leads and reduce cost per acquisition. First, we vegan by overhauling SLB’s Local Service Ads profile, adding missing information into their Google Business Profile, optimizing service area keywords, and strategically placing client reviews to increase trust. Our AI-powered automation solutions helped prioritize more qualified review requests and filter negative responses through automated outreach systems. This increased their review count and quality dramatically. These adjustments led to significantly more visibility and credibility across Google, making SLB a stronger contender in both commercial and residential roofing segments. We also integrated call tracking and lead routing tools in order to determine where the roofing leads were coming from and optimize each segment accordingly.
Next, we launched a highly targeted roofing Facebook ads campaign focused on key service areas and peak engagement windows. After studying top-performing roofing ads examples, we were able to create ad variations that focus on sustainable solutions, energy efficiency, and affordable pricing. Then, we ran A/B tests in order to determine the best creative combinations and calls-to-action for SLB’s audience, ensuring that the ads not only attracted attention but also converted into paying customers. We combined this with increased radius targeting which narrows the focus to areas within and around Santa Rosa, CA, where demand for energy-efficient home upgrades was high. These hyper-localized ads brought in a steady flow of qualified leads both for immediate jobs and long-term retargeting efforts to support their long term growth journey.
To round out the campaign, we implemented a long-term roofing SEO marketing strategy to support sustained growth in the future, not just right now. This included optimized blog content focused on topics like “how to get roofing leads,” “roofing SEO agency benefits,” and “lead generation for roofing companies.” By writing about what people are searching for they increase long term SEO that will grow with the business. After that, on-page SEO updates were performed on their main service pages to include semantic keywords like roofing SEO, roofing marketing, and commercial roofing leads. This is crucial to improving both relevance and indexation so Google knows what’s on your site and when to show it to customers. CausalFunnel’s AI also monitored rankings and adjusted content dynamically to align with Google’s evolving search signals. Within weeks, SLB ranked on the first page for multiple key terms, and their website began capturing leads that once went to better-optimized competitors.
Conclusion
All in all, by combining smart bidding, geo-targeting, creative testing, and roofing SEO services, CausalFunnel AI transformed SLB’s stagnant digital efforts into a powerful lead engine. Their cost per conversion quickly dropped by over 70%, and they began to rank in the top 10 for Local Service Ads within their region. More importantly, they began receiving consistent quality roofing leads that led to a 50% increase in quality leads. This aligned with their mission and target market of eco-conscious homeowners seeking efficient and affordable upgrades.
Thanks to CausalFunnel’s AI-driven roofing marketing approach, SLB no longer has to rely on sporadic outreach or overpriced ads to stay busy in their crowded market. Their SEO for roofing ads now generates interest in both residential and commercial roofing leads, while their presence on search engines has grown significantly thanks to a well-structured roofing SEO marketing plan. This success has also led to an increase in word-of-mouth referrals and more qualified form submissions through their website.
Check out the improvements we made month to month
