Case Study

Innovative Roofing

  • A complete digital strategy that doubled Innovative Roofing’s business in three years

Business Challenge

Innovative Roofing wanted growth.  They had been serving the South Florida market for 5 years and enjoyed an excellent reputation providing competitively-priced commercial and residential roofing services.  But, they did not have a high-performing website nor did they have a digital marketing strategy.  Their challenge for SMDigital was to generate more clients, cost-effectively and position Innovative Roofing as the number one roofing company in the South Florida market.

Tactical Highlights

  • Competitive analysis of all established South Florida roofing contractors, including SEO rankings, pay-per-click spend, social media presence, website performance analysis, and customer journey experience (phone and web) 
  • Created dynamic digital strategy including PPC, SEO, SEOLocal, Social Media and a new conversion-oriented, responsive website design to get the phone to ring.
  • Launched Google and Bing pay-per-click campaign assets including text ads, banner ads, keywords, dynamic landing pages with product-related content.
  • Implementation of reporting tools made available to both the SEM team and the Company’s sales team, produced weekly and discussed monthly with Executive management
  • Implementation of precise tracking systems to obtain relevant metrics for post analysis and future business intelligence.

Performance Metrics

  • Social media followers have increased by 31%
  • Google organic traffic has increased 282% 
  • The average CPC has increased 29% over the years, while new calls and inquiries have increased 8% – maintaining the same budget
  • New prospect inquiries have largely been a more valuable re-roofing clients (compared to roofing repairs) resulting in a more profitable ROI
  • Overall, SMDigital has doubled the size of their business (revenue)


  • Home Services


  • Search Engine Marketing (PPC)
  • Search Engine Optimization (SEO)
  • Social Media Management (SMM)
  • SEO Local (LOC)
  • Responsive Web Design (WEB)
  • Conversion Rate Optimization (CRO)
  • Reputation Management (REP)


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