How We Helped a Small Local Roofer Grow Into a Regional Powerhouse
A small local roofer came to us in 2008. Today it serves homeowners across most of the East Coast, and inbound website leads have supported its growth at every step. Weekly leads rose from 233 in 2013 to 1,467 in 2025.
What were the key results?
Average weekly leads grew from 233 in 2013 to 1,467 in 2025, about 6.3 times as many. Total leads reached 76,267 in 2025. SEO produced 37,308 of them, Google Ads 26,429 and Local Services Ads 5,517, together about 91 percent of all leads.
Every figure below reflects lead and website traffic results we measured for this program, covering each full year from 2013 through 2025.
| Metric | 2013 | 2020 | 2025 |
|---|---|---|---|
| Total leads | 12,109 | 44,010 | 76,267 |
| Average leads per week | 233 | 846 | 1,467 |
| Leads from the SEO campaign | 3,037 | 16,063 | 37,308 |
| Leads from Google Ads | 2,028 | 11,287 | 26,429 |
| Leads from Local Services Ads | Not yet running | Not yet running | 5,517 |
| Google Ads conversion rate | 6.37% | 7.10% | 11.24% |
| Organic sessions | 36,564 | 401,145 | 347,001 |
| Phone calls | 8,721 | 29,512 | 53,743 |
| Estimate Forms | 3,388 | 14,498 | 17,007 |
| Overall conversion rate | 9.35% | 6.30% | 9.45% |
Leads include phone calls, Estimate Forms and Local Services Ads leads from all channels. Local Services Ads leads begin in April 2023. Phone calls, Estimate Forms and Local Services Ads add up to total leads in every year.
About the data. Figures cover each full year from 2013 through 2025. The 2013 figures came from an earlier reporting system, and website analytics later moved to GA4. Session counts are not exactly comparable across those changes, but lead counts are. We update this page each year with the latest full year figures. Results for 2026 will be published at the end of the year. Spoiler alert, it is shaping up to be another record.
Leads include phone calls, Estimate Forms and Local Services Ads leads from all channels. Phone calls, Estimate Forms and Local Services Ads add up to total leads in every year. The Local Services Ads column shows the leads counted in each year’s total.
View the data table
| Year | Average leads per week | Total leads | Phone calls | Estimate Forms | Local Services Ads |
|---|---|---|---|---|---|
| 2013 | 233 | 12,109 | 8,721 | 3,388 | Not yet running |
| 2014 | 342 | 17,770 | 12,683 | 5,087 | Not yet running |
| 2015 | 363 | 18,899 | 13,822 | 5,077 | Not yet running |
| 2016 | 394 | 20,477 | 13,368 | 7,109 | Not yet running |
| 2017 | 386 | 20,050 | 12,690 | 7,360 | Not yet running |
| 2018 | 497 | 25,846 | 15,726 | 10,120 | Not yet running |
| 2019 | 557 | 29,503 | 18,499 | 11,004 | Not yet running |
| 2020 | 846 | 44,010 | 29,512 | 14,498 | Not yet running |
| 2021 | 829 | 43,128 | 29,942 | 13,186 | Not yet running |
| 2022 | 857 | 44,547 | 29,733 | 14,814 | Not yet running |
| 2023 | 1,234 | 62,917 | 42,879 | 19,043 | 995 |
| 2024 | 1,260 | 66,804 | 45,112 | 17,059 | 4,633 |
| 2025 | 1,467 | 76,267 | 53,743 | 17,007 | 5,517 |
Who is the client?
The client is a home improvement company that began as a small local roofer and grew into a regional East Coast powerhouse. Prager has been its digital marketing partner since 2008. The results speak for themselves, but there is no better testament to a job well done than a client that has stayed with the same agency ever since.
When the partnership started, the goal was simple. Get a local roofer found by homeowners nearby and make it easy for them to ask for an estimate. As the company added services and moved into new states, the website had to keep pace, bringing in qualified requests in every new market.
What does Prager manage?
We run the full inbound program, so strategy and execution live in one place.
- Website design and day to day operation of the site
- Search engine optimization and answer engine optimization strategy
- A dynamic local service area that grows with every new market
- Google Ads and Google Local Services Ads campaigns
- Content strategy built around the questions homeowners ask
- All email marketing
- Managed web hosting
- Consulting for the internal team on digital marketing
How did the program build a foundation from 2013 to 2019?
Between 2013 and 2019, average weekly leads grew from 233 to 557, and organic sessions grew from 36,564 to 143,850 a year.
These were the years of steady compounding. Total leads climbed from 12,109 in 2013 to 20,477 in 2016 and 29,503 in 2019. Leads credited to the SEO campaign rose from 3,037 to 8,331 over the same stretch, as each new service and market received its own useful page instead of a line on a generic one.
What changed in 2020?
COVID drove a surge in demand for exterior home remodeling in 2020, and our marketing programs adapted in real time to capture it. Total leads rose 49 percent, from 29,503 in 2019 to 44,010 in 2020. Google Ads leads rose 76 percent while ad cost rose about 13 percent. The growth held and then built, reaching 76,267 leads in 2025, 73 percent more than in 2020.
With homeowners spending far more time at home, interest in roofing, siding, windows and other exterior projects climbed quickly. We shifted budget, keywords and landing pages toward that demand as it appeared, across both search and paid media. The results show it. Google Ads leads went from 6,401 in 2019 to 11,287 in 2020 on cost of $529,328 and $596,879. The average weekly cost per lead fell from $86.80 to $56.95, and the average weekly conversion rate rose from 4.06% to 7.10%. These figures count leads, not market demand, so the size of the surge itself is not measured here.
Part of the 2020 jump in sessions reflects how traffic was measured, not only new visitors. Website traffic was measured differently before 2021, so lead counts are the most reliable way to compare growth across years.
Leads from the SEO campaign nearly doubled in 2020, from 8,331 to 16,063. After a plateau in 2021 and 2022 at 43,128 and 44,547 total leads, the program broke through again with 62,917 in 2023 and 66,804 in 2024. Phone calls remained the largest lead type throughout, reaching 53,743 in 2025. Estimate Forms reached 17,007 that year, and Local Services Ads added 5,517 leads.
Leads credited to the SEO campaign for each full year from 2013 through 2025.
View the data table
| Year | SEO campaign leads | Organic sessions |
|---|---|---|
| 2013 | 3,037 | 36,564 |
| 2014 | 6,882 | 41,301 |
| 2015 | 7,980 | 40,944 |
| 2016 | 7,053 | 41,002 |
| 2017 | 7,841 | 47,110 |
| 2018 | 10,158 | 70,714 |
| 2019 | 8,331 | 143,850 |
| 2020 | 16,063 | 401,145 |
| 2021 | 17,997 | 561,379 |
| 2022 | 17,287 | 515,891 |
| 2023 | 25,202 | 454,712 |
| 2024 | 27,683 | 449,388 |
| 2025 | 37,308 | 347,001 |
ChatGPT launched to the public on November 30, 2022. Google tested AI answers in search during 2023 and rolled out AI Overviews in US search in May 2024. Over these years organic sessions fell from a peak of 561,379 in 2021 to 347,001 in 2025. Leads from the SEO campaign did not follow traffic down. They grew from 17,997 in 2021 to 37,308 in 2025, and the SEO campaign conversion rate rose from 3.26% to 10.82%. Traffic fell while lead volume and conversion rate rose as AI search changed how people find answers.
How did SEO, Google Ads and Local Services Ads drive growth together?
In 2025 SEO, Google Ads and Local Services Ads together produced 69,254 of the 76,267 total leads, about 91 percent. Google Ads leads grew from 2,028 in 2013 to 26,429 in 2025, about 13 times as many, and Local Services Ads added 5,517 leads in 2025.
Search and paid media worked as one program. SEO built the steady base of leads, and Google Ads added reach in every market the company entered. Google Ads ran for the full period covered here, from 2013 onward. Local Services Ads came later, with the first leads recorded in the week of April 21, 2023, so 2023 is a partial year for that channel.
Spend grew with the business. Google Ads cost was $163,384 in 2013 and $5,296,894 in 2025, and its average weekly conversion rate rose from 6.37% to 11.24%. The average weekly cost per lead was $202.05 for Google Ads and $120.41 for Local Services Ads in 2025, which made Local Services Ads a lower cost source of calls from homeowners nearby.
The three channels together accounted for about 42 percent of all leads in 2013 and about 91 percent in 2025.
Each bar shows SEO, Google Ads and Local Services Ads leads, with the combined total at the end. Local Services Ads leads start in April 2023.
View the data table
| Year | SEO leads | Google Ads leads | Google Ads cost | Google Ads average weekly cost per lead | Google Ads average weekly conversion rate | Local Services Ads leads | Local Services Ads cost | Local Services Ads average weekly cost per lead | Combined leads |
|---|---|---|---|---|---|---|---|---|---|
| 2013 | 3,037 | 2,028 | $163,384 | Not available | 6.37% | Not yet running | Not yet running | Not yet running | 5,065 |
| 2014 | 6,882 | 3,209 | $267,636 | Not available | 4.83% | Not yet running | Not yet running | Not yet running | 10,091 |
| 2015 | 7,980 | 2,956 | $305,449 | $105.43 | 1.79% | Not yet running | Not yet running | Not yet running | 10,936 |
| 2016 | 7,053 | 4,161 | $397,659 | $97.34 | 3.25% | Not yet running | Not yet running | Not yet running | 11,214 |
| 2017 | 7,841 | 4,193 | $421,656 | $102.87 | 3.37% | Not yet running | Not yet running | Not yet running | 12,034 |
| 2018 | 10,158 | 6,114 | $550,998 | $92.72 | 3.39% | Not yet running | Not yet running | Not yet running | 16,272 |
| 2019 | 8,331 | 6,401 | $529,328 | $86.80 | 4.06% | Not yet running | Not yet running | Not yet running | 14,732 |
| 2020 | 16,063 | 11,287 | $596,879 | $56.95 | 7.10% | Not yet running | Not yet running | Not yet running | 27,350 |
| 2021 | 17,997 | 11,242 | $961,484 | $88.23 | 12.59% | Not yet running | Not yet running | Not yet running | 29,239 |
| 2022 | 17,287 | 14,095 | $1,946,136 | $138.56 | 10.64% | Not yet running | Not yet running | Not yet running | 31,382 |
| 2023 | 25,202 | 24,842 | $3,718,148 | $153.84 | 10.44% | 995 | $88,624 | Partial year | 51,039 |
| 2024 | 27,683 | 25,301 | $3,975,215 | $161.41 | 10.97% | 4,633 | $460,910 | $95.17 | 57,617 |
| 2025 | 37,308 | 26,429 | $5,296,894 | $202.05 | 11.24% | 5,517 | $619,417 | $120.41 | 69,254 |
Costs are rounded to the nearest dollar. Cost per lead and conversion rate are averages of the weekly figures. Google Ads cost per lead is not available for 2013 and 2014. Local Services Ads cost per lead is not shown for 2023 because the channel ran for only part of that year.
How did leads grow while organic sessions fell?
Organic sessions peaked at 561,379 in 2021 and were 347,001 in 2025, yet SEO leads grew from 17,997 to 37,308. The SEO campaign conversion rate rose from 3.26% to 10.82%.
Two things moved session counts in these years. Analytics changes, including the move to GA4, changed how sessions were counted, and answer engines and AI summaries now settle many quick questions before anyone clicks. We shifted the content and local pages toward homeowners who were ready to book, and made every page easy for answer engines to quote.
What do people ask about this case study?
How much did website leads grow for this roofing contractor?
The company averaged 233 leads a week in 2013, counting phone calls and Estimate Forms, and 1,467 a week in 2025, about 6.3 times as many. Total leads reached 76,267 in 2025.
How many leads came from organic search?
The SEO campaign produced 37,308 leads in 2025, compared with 3,037 in 2013. That is about 49 percent of all 76,267 leads in 2025.
How many leads came from Google Ads and Local Services Ads?
Google Ads produced 26,429 leads in 2025, compared with 2,028 in 2013. Local Services Ads started in April 2023 and produced 5,517 leads in 2025. Together with SEO, these channels produced about 91 percent of all leads in 2025.
What happened in 2020?
COVID drove a surge in demand for exterior home remodeling, and our marketing programs adapted in real time to capture it. Total leads rose from 29,503 in 2019 to 44,010 in 2020. Google Ads leads rose from 6,401 to 11,287 while ad cost rose about 13 percent, and SEO leads nearly doubled, from 8,331 to 16,063.
Why did leads rise while organic sessions fell?
Organic sessions peaked at 561,379 in 2021 and were 347,001 in 2025, yet SEO leads grew from 17,997 to 37,308. The SEO campaign conversion rate rose from 3.26% in 2021 to 10.82% in 2025 as content, local service pages, and answer engine work focused on visitors ready to book. Analytics changes over these years also affected how sessions were counted.
Why is the client not named?
When we publish exact performance numbers like lead counts and ad spend, we leave the client’s name out. Those figures are competitive information, and keeping them anonymous protects the client’s position in its market while still letting us show what the work produced. If you are a serious prospect looking for similar results, call us or contact our team and we will gladly walk you through more of the details behind this program.
What does Prager manage for this client?
Prager designs and operates the website, hosts it, sets the SEO and AEO strategy, runs the Google Ads and Local Services Ads campaigns, runs a dynamic local service area, plans content, handles all email marketing, and consults with the internal team on digital marketing.
What years does this case study cover?
The partnership began in 2008, and the client has worked with us ever since. The figures here start with the week of January 4, 2013, and cover each full year from 2013 through 2025. The 2013 figures came from an earlier reporting system, and website analytics later moved to GA4. Session counts are not exactly comparable across those changes, but lead counts are. We update this page each year with the latest full year figures. Results for 2026 will be published at the end of the year. Spoiler alert, it is shaping up to be another record.
Want growth like this for your company?
We will review your website, search visibility, and lead tracking, then show you where your next customers are coming from and where they are slipping away. Great results earn a first project. Results that keep coming earn a partnership like this one.
Prager Microsystems, Inc. · 3819 Germantown Pike, Suite A, Collegeville, PA 19426
Services in this program · Web Design · Search Engine Optimization · Answer Engine Optimization · Dynamic Local SEO Pages · Email Marketing · Managed Web Hosting · Paid Search · Local Services Ads · Content Strategy · Integrated Marketing System Consulting
