A family-owned roofing company revitalized its digital performance with strategic Google Ads and SEO – achieving 53% top-of-page impression share and a 99/100 health score

When you’ve been in business for over 40 years, you’ve learned that reputation matters. But in today’s digital landscape, reputation alone doesn’t fill your pipeline. MD Roofing, a locally owned and family-operated roofing company serving both commercial and residential clients across Dallas, faced a challenge familiar to many established service businesses: their expertise was unmatched, but their online presence wasn’t converting browsers to buyers. Despite decades of successful projects, MD Roofing struggled to capture qualified leads online and lacked clarity on who their digital audience actually was. They needed more than visibility – they needed a strategic system that would turn online traffic into high-value phone calls and actionable customer insights.

Trusted Expertise in a Competitive Market

MD Roofing’s pain point was clear. Their website existed, but it wasn’t working hard enough. Potential customers searching for roofing solutions in their area weren’t finding them at the right moment, and when they did, conversions were inconsistent. Form submissions were plagued by spam, wasting valuable time and resources. Meanwhile, competitors with less experience were capturing market share simply because they appeared first in search results. MD Roofing needed to understand its demographic, improve search engine visibility, and generate qualified leads that actually converted into projects. The friction wasn’t just about being seen; it was about being seen by the right people at the right time, with a clear path to engagement that didn’t involve sifting through junk inquiries. 

JC Media’s Marketing Foundation Package

Enter JC Media. Recognizing that MD Roofing needed more than surface-level tweaks, JC Media deployed its Marketing Foundation Package – a thorough approach combining Google Ads management and website SEO optimization. The strategy was methodical: first, establish technical excellence via site audits and structured data verification to guide search engines efficiently. Second, refine targeting by leveraging strategic keyword research, negative keyword targeting, and audience signal updates to reach higher-intent users. Third, amplify visibility with compelling ad copy, enhanced ad assets, and improved Google Business Profile integration. JC Media didn’t just launch campaigns – they built a digital infrastructure designed to attract, engage, and convert MD Roofing’s ideal customers while providing transparent, detailed reporting through monthly updates and audits.

From Limited Visibility to Verified Growth

The numbers tell a compelling story. Within the first 60 days, MD Roofing saw transformative momentum across several metrics. Phone call conversions doubled month over month – a significant win that signaled the renewed targeting strategy was connecting with serious, high-value prospects rather than spam-prone form fillers. Impressions climbed 16% month over month, further expanding MD Roofing’s digital footprint. Their top-of-page impression share reached 53%, meaning more than half the time their ads appeared, they dominated premium placement above organic results. Perhaps most telling: their overall impression share of 26.96% outperformed every competitor in the market. Key performance highlights within the first month include:

• 5.6% Increase in Click-Through Rate

• 5.8% Conversion Rate Improvement

• 84% Google Business Profile Co-appearance

• 2x Phone Call Volume

Key Insight: The shift from form submissions to phone calls goes beyond a channel preference – it reflects successful audience refinement. By updating negative keywords, refining audience signals, and optimizing ad copy, JC Media attracted prospects ready to have conversations. This translated directly to high-quality leads and efficient ad spend.

Why This Partnership Works

JC Media’s approach with MD Roofing proves that digital marketing success isn’t about doing everything; it’s about doing the right things strategically. By focusing on technical SEO fundamentals, precision targeting, and continuous optimization, they transformed a 40-year legacy into a modern lead-generation engine. The partnership continues to prosper because JC Media doesn’t just deliver reports – they deliver results backed by transparency, expertise, and a commitment to maximizing every dollar of MD Roofing’s marketing investment.

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