Lead generation for a roofing company: from 27 to 103 enquiries with SEO and Google Ads

Roofing is a competitive, urgent trade: a leak after a storm is searched for on a phone, and the first roofer who answers usually wins the job. Zenith had a strong reputation, good reviews and a website, but not enough of the right people finding it at the moment they needed a roofer.

The brief was simple to state and hard to do: more calls and quote requests from homeowners who are ready to book, in every suburb Zenith serves, measured in a way the owner could trust.

Reports to the owner show leads by source, not impressions or rankings. The figures in this case study come from that tracking and compare the same six weeks, 1 September to 13 October, in 2024, 2025 and 2026.

Same season, same storms, same window: the only thing that changed is the marketing.

Campaigns are organised by service and by area, so a search for emergency roof repairs in a suburb lands on the page about emergency roof repairs in that suburb, with a tracked number and a quote form above the fold. Budget follows the services with the best margins and the areas Zenith wants to grow in, and search terms are pruned every week so the spend goes to people with a roof problem, not DIY research.

Google Ads leads in the six-week window went from 15 in 2024 to 22 in 2025 and 41 in 2026, with quote forms from ads up from 7 to 17 in the last year alone.

It was to make Zenith the first answer for each of its services in each place it works, and to hold that position. We started by mapping every service against every suburb and recording where Zenith stood for each, then rebuilt the site in priority order.

Each service and suburb page was rewritten around the question the searcher asks: a direct answer first, then the detail, with content specific to the place, FAQ schema and internal links between related services. The technical foundation was fixed at the same time: images compressed, caching added, pages reindexed, structured data corrected. Then authority was built month after month: long-form guides answering the questions homeowners research before they call, citations and listings, reviews on Google, and a Google Business Profile rewritten around the services and areas that matter. Every month the owner sees what was done, what moved, and what comes next.

Because the pages answer questions directly, with evidence and structure that machines can read, Google's AI Mode cites Zenith when people ask for emergency roof repairs in Sydney. Being named inside the answer, not just listed under it, is where local search is heading, and it is where Zenith already is.

The same six weeks in 2024 produced 27, and in 2025, 77. That is 3.8 times the enquiries in two years and 34% more than the year before, across every channel: 41 from Google Ads, 30 direct and brand, 28 from organic search and 4 from Bing and DuckDuckGo.

Roofing lead generation does not need a new website or a big brand budget. It needs the right pages for the right suburbs, ads that are measured by calls rather than clicks, content that AI engines can cite, and the patience to keep building. Adcraft runs this programme for roofers, trades and service businesses in Wollongong, the Illawarra, Sydney and across Australia, with marketing retainers from $750 a month.