How we helped this roofing company go from losing ground to competitors to dominating local search rankings and building unstoppable brand recognition in his market

"At one point, when those local service ads first came out years ago, we were dominating top of page, and then over the last couple of years, all of a sudden, we just kept getting pushed down, and now, just in the last month or so, we're suddenly top of page again."

Background
John is a roofing contractor based primarily in New Jersey, also serving Eastern Pennsylvania. With a core customer base of homeowners aged 34 and up in a high-value real estate market, John had built a solid reputation—but faced growing challenges in the digital space.

For years, John had dominated the top of page on Google's Local Service Ads (LSA) platform, a critical lead source for service contractors. But over the past couple of years, he kept getting pushed down in the rankings despite trying everything to regain his position. Meanwhile, competitors were gaining ground, and John needed a way to differentiate his brand and recapture market share.

He knew video content could be the answer, but between running his business and managing crews, he didn't have the time or expertise to execute a consistent content strategy across multiple platforms.


The Process
We started with a Blueprint session to build John's content strategy from the ground up. Rather than creating generic content, we focused on SEO and intent-based keywords designed to complement his existing Google Ad strategy—so his organic content and paid efforts would work together instead of operating in silos.

For scripting and filming, we provided John with technical guidance that took just 20 minutes to implement but 10x'd the quality and ease of his shoots. The content itself leaned into John's key differentiators—quality craftsmanship, industry-leading warranties, and flexible financing options—directly addressing the top objections his sales team heard from prospects. This approach meant his content was pre-selling potential customers before they ever picked up the phone.

We then matched John with a Content Specialist who understood his brand and worked seamlessly with his workflow. As John put it: "He's sharp. Never have to repeat myself to him. He's working really well."

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​The Results

The consistent video content helped John rapidly build brand dominance in his market while reclaiming critical search visibility.

1) Reclaimed Top Position on Google LSA
After years of watching his rankings decline despite multiple optimization attempts, John suddenly returned to higher rankings on Google's Local Service Ads platform. His agency believes the consistent video content boosted his overall SEO presence, contributing to this breakthrough—and he's now generating strong leads from this channel again.

2) Unmistakable Brand Recognition in His Market
​John's Content Specialist expanded his reach from a few photo posts a week on only two platforms to consistent video across YouTube, Instagram, Facebook, TikTok, and LinkedIn—with very little effort on John's end. The distribution runs so seamlessly that John is getting traction and feedback from people about platforms he didn't even know he was on.

3) First-Mover Advantage Over Competitors
In an industry where few competitors utilize video, John now has a cohesive, professional brand presence that stands out. His thumbnails, color scheme, and high-quality footage position his company as the premium choice while competitors blend together. As John put it: "We're way ahead of the curve because there are very few competitors utilizing video to this extent. Just looking to gain more and more of a head start."


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