Client Case Study
How JM Roofing &
Construction Generated
$1,046,220 in Revenue
From word-of-mouth and door knocking to a fully booked calendar — here’s how a San Antonio roofing company transformed their business with specialized digital marketing.
Part 1 — The Challenge
The Pain Points Before Working With Us
JM Roofing & Construction, owned by Rocio and Martin Lopez, was running its roofing business the way most contractors do — relying on word of mouth, door-knocking, and referrals from past clients, friends, and family.
The problem? That approach creates feast-or-famine cycles. Some months were slammed; others were dangerously slow. There was no system, no pipeline, and no predictability. Their sales team was spending the majority of their time on cold outreach instead of closing warm, ready-to-buy leads.
They were struggling with both the quantity and quality of leads. Without consistent inbound traffic, it was nearly impossible to keep the crew busy year-round and plan production efficiently.
Inconsistent Lead Volume
"There was no consistency in the quantity of leads. Some months were busy and other months were not busy. It was hard to keep the pipeline full."
Relying on Referrals Only
"We heavily relied on our past clients, friends, and family to refer us." — A strategy with no scalability and no control.
Poor Lead Quality
Struggling with both tire-kickers and low-margin work — no reliable way to attract homeowners ready to invest in quality roofing services.
No Marketing System
They had tried other marketing agencies before. None delivered a structured, transparent plan with real accountability and monthly reviews.
“This Website Design company is a keeper. Trust me, you want to connect with them and the entire team. Luis, the manager, is exceptional at listening to your mission and aligning it with your website’s desires and dreams.
They know how to design and get you moving in the right direction.”
Rocio & Martin Lopez
JM Roofing & Construction
Part 2 — The Decision
Why They Chose Creative Roofing Marketing
JM Roofing first crossed paths with Creative Roofing Marketing at the San Antonio Roofing Expo, where they received a free copy of the book From Clicks to Roofing Clients by Luis Chavez. They were skeptical at first — they had already worked with other agencies that promised similar results.
What changed their mind? The approach was completely different. Creative Roofing Marketing didn’t just send reports — they scheduled monthly strategy meetings where they would walk through everything: what was done, why it was done, how many calls and how much traffic were generated, what it takes to beat the competition, and exactly what the next 90 days look like.
The tipping point was simple: they needed consistent work to keep their team busy. They couldn’t afford to keep waiting for the phone to ring on its own.
What Made the Difference
Detailed Marketing Plan — A custom roadmap tailored to their market and competition, not a generic template.
Monthly Strategy Meetings — Full transparency on results, next steps, and competitive benchmarking every 30 days.
90-Day Forward Planning — Always knowing what's coming next, not just reacting to what already happened.
Active Collaboration — About 2 hours per month of client involvement. This is not "set it and forget it" marketing.
Roofing Specialization — Not a generalist agency. A team that exclusively understands roofing businesses and their buyers.
Part 3 — The Results
The Numbers Don’t Lie
Over a 12-month period (April 2025 to April 2026), JM Roofing & Construction invested $32,756.29 in marketing across Google Local Service Ads and SEO. What came back was extraordinary.
Revenue Attribution Breakdown — April 2025 to April 2026
| Channel | Calls | Estimates | Won Clients | Revenue |
|---|---|---|---|---|
| Google Local Service Ads Google Guaranteed | 153 calls | 107 estimates (70%) | 38 clients (35%) | $473,290 |
| Google Business Profile Google Maps / GMB | 104 calls | 73 estimates (70%) | 25 clients (35%) | $311,375 |
| Organic Website Traffic SEO · 1,700 visitors at 5% conversion | 85 calls | 60 estimates (70%) | 21 clients (35%) | $261,555 |
| Total | 342 touches | 240 estimates | 84 clients | $1,046,220 |
Important: This $1,046,220 figure only reflects revenue directly attributed to Google and AI search results. It does not include the additional revenue generated from referrals and repeat business from those 84 new clients — a number that continues to compound over time. Additionally, the most profitable projects have been commercial roofing jobs, paying anywhere from $50,000 to $250,000 each.
Website Traffic Insights
Targeted Local Traffic That Converts
The Google Analytics data (March 2025 – March 2026) shows 3,842 total active users across 73 countries. But here’s the key distinction: we only count USA traffic, which represents 1,423 users (37%) — real local homeowners in the service area looking for roofing solutions.
US visitors showed a 39.98% engagement rate and an average engagement time of 30 seconds — well above average for the home services industry. These aren’t bots or random clicks; these are qualified local buyers.
Why SEO compounds over time: Unlike Google Local Service Ads, which stop generating calls the moment you stop paying — SEO continues to build authority and deliver leads long-term. As JM Roofing’s SEO improves, it also strengthens their entire online profile, making it easier to convert prospects across every other channel.
Part 4 — The Partnership
What Working Together Actually Looks Like
Communication & Transparency
"We have monthly meetings with Creative Roofing Marketing and they are quick to respond if we ever need them for anything." — The team stays in constant contact, not just when things are going well.
What Surprised Them Most
"I was surprised to learn how much work goes into digital marketing. I used to think that we only had to get reviews. I now understand there is a lot more — you have to consistently work at it to stay on top."
Impact on the Business as an Owner
"The additional revenue has allowed us to grow our business and made it easier to hire more people and take more vacations, because we have the leadership team in place." — Real growth, not just leads.
Consistent Production Schedule
"Now that we have more consistent lead flow, we have been able to keep our workers busy all year round. We no longer have months that are slow — we are consistently busy and our calendar is full."
Lead Quality From Google vs. Social Media
"People that call from Google or find us through AI searches are more prepared to buy when compared to other lead sources like social media." — Higher intent, faster close rates.
Most Significant Win
"Our most profitable roofing projects have been commercial roofing jobs — they can pay anywhere between $50,000 to $250,000." — SEO and a strong online presence opened doors to high-ticket commercial work.
“If you don’t invest in your marketing, then your competition will — and they will continue to grow their business while you sit there thinking about whether or not it might work.”
— Rocio & Martin Lopez · Owners, JM Roofing & Construction
Free Resource
From Clicks to Roofing Clients
The book that started JM Roofing’s transformation. Written by Luis Chavez, this is the complete guide to dominating your local roofing market through SEO, Google Ads, web design, social media, and AI search — the same system used in this case study.
Ready to Build Your Own
Success Story?
JM Roofing went from feast-or-famine word-of-mouth to $1,046,220 in tracked revenue in 12 months. Your business could be next. Let’s build a custom marketing plan for your roofing company.