Dead River Management

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Roofing marketing · Business growth

From 2 roofs/month to 8 roofs/month. $50,000/month to $200,000/month in 6 months.

Gonzalez & Sons Roofing was stuck at 2 roofs/month ($50K/month revenue) with inconsistent lead flow and no system for following up with estimates. We rebuilt their Google Ads account, created storm-damage landing pages, set up automated follow-up for no-shows, and tracked every estimate from click to signed contract.

6 months later, they’re consistently closing 8 roofs/month ($200K/month revenue), 4x the volume and $150,000 more every month.

  • 2 roofs/month → 8 roofs/month (4x growth)
  • $50K/month → $200K/month (4x revenue growth)
  • Timeline: 6 months
  • Investment: $3,500/month (ads + management)
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The problem

The business at 2 roofs/month: Inconsistent leads, no follow-up system.

When Gonzalez & Sons Roofing came to us, they were doing 2 roofs/month ($50,000/month revenue). Leads were coming in sporadically through word-of-mouth and the occasional Google search, but there was no predictable system for bringing in qualified estimates.

Their challenges:

  • Google Ads account was poorly structured (wasting budget on unqualified clicks)
  • No storm-damage landing pages (missing out on high-intent homeowners after storms)
  • No follow-up system for estimates (homeowners would get a quote and disappear)
  • No tracking from click to signed contract (couldn’t tell which marketing channels were working)
  • No automated review requests (missing out on social proof)

The owner knew they could handle more work, but they didn’t have a system for bringing in qualified estimates consistently.

The solution

What we did: Google Ads rebuild, storm-damage landing pages, and automated follow-up.

We built a complete roofing marketing system focused on three things:

  1. Get more qualified estimate requests from homeowners actively looking for roofing services
  2. Convert more estimate requests into signed contracts
  3. Follow up with estimates that didn’t close immediately
  1. Month 1-2Foundation & Google Ads rebuild
  2. Month 3-4Optimization & scale
  3. Month 5-6Consistency & results

Here’s exactly what we did:

Month 1-2: Foundation & Google Ads rebuild

  • Rebuilt Google Ads account from scratch (better targeting, better ad copy, better landing pages)
  • Created storm-damage landing pages (targeting homeowners after hail, wind, and storm events)
  • Set up call tracking and conversion tracking to measure which ads were driving estimates
  • Created automated review request system (text + email after job completion)
  • Launched Google Ads targeting "roof repair near me," "storm damage roof repair," "roof replacement [city]"
  • Started with $2,500/month ad budget

Month 3-4: Optimization & scale

  • Scaled ad budget to $3,500/month based on positive ROI
  • A/B tested ad copy and landing pages to improve cost per estimate
  • Added automated SMS follow-up for estimates that didn’t close (recovered 20-25% of lost estimates)
  • Set up conversion tracking to measure estimates, appointments, and signed contracts

Month 5-6: Consistency & results

  • Consistently closing 8 roofs/month ($200K/month revenue)
  • 35% close rate (8 contracts signed from 23 qualified estimates)
  • Average job: $25,000
  • $150,000 more revenue every month
  • Hired 2 additional crews to handle increased workload

The result

2 roofs/month to 8 roofs/month: 4x growth in just 6 months.

Gonzalez & Sons Roofing went from 2 roofs/month ($50K/month) to 8 roofs/month ($200K/month) in just 6 months, a 4x increase in volume and revenue.

Key metrics:

  • Monthly roof volume: 2 → 8 (4x growth)
  • Monthly revenue: $50K → $200K (4x growth)
  • Monthly ad spend: $0 → $3,500
  • Return on ad spend: 7-9x (for every $1 spent on ads, they made $7-9 in revenue)
  • Close rate: 35% (8 contracts signed from 23 qualified estimates)
  • Average job: $25,000
  • Revenue increase: $150,000/month

Before vs. after

MetricBeforeAfter
Roofs per Month28
Monthly Revenue$50K$200K
Ad Spend$0$3,500/month
Return on Ad SpendN/A7-9x

What this cost

Total Investment Over 6 Months

$21,000

$3,500/month × 6 months

Revenue Increase

$150,000/month

$200K − $50K

ROI

43x

$150K/month × 6 months = $900K revenue increase ÷ $21K investment

They also hired 2 additional crews to handle the increased workload.

“We used to pray for leads. Now we have more than we can handle. Dead River Management didn’t just help us grow, they helped us build a real business.”

Gonzalez, Owner, Gonzalez & Sons Roofing
Marketing for roofers

How this applies to your business

Could we replicate this for your roofing business?

Gonzalez & Sons Roofing’s result is specific to their market, their services, and their starting point. But the system we built for them works for any roofing business that:

  • Is doing 1-5 roofs/month and wants to scale
  • Has capacity to handle more work (or is willing to hire additional crews)
  • Is willing to invest $3,000-$5,000/month in ads + management
  • Wants predictable, consistent estimate flow (not just word-of-mouth)

This system is NOT a good fit if:

  • You’re doing less than 1 roof/month (not enough volume to scale profitably)
  • You can’t invest $3,000-$5,000/month in ads + management
  • You’re already maxed out on capacity and can’t hire
  • You’re not willing to commit to at least 3-6 months (results take time)

If that sounds like you, book a free strategy call. We’ll audit your current marketing, identify the biggest bottleneck, and show you exactly how we’d replicate this system for your roofing business.

We only take on 3 new roofing clients per quarter. If you’re serious about scaling, don’t wait.

Book Your Free Strategy Call Now