Who is this for: California Roofing owners, GMs and marketing managers who want booked inspections (not just clicks) across their best neighborhoods.

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Outcomes you can expect

• Booked-Job Rate up (appointments/leads)

• Revenue/Lead up (even if CPL doesn’t drop)

• Junk leads down via negatives, zip pruning, and form logic

• Map Pack & LSA visibility up with review velocity
   

KPIs that matter (track these weekly)

• Booked-Job Rate (appointments / leads)

• Revenue per Lead

• % of “ready-to-buy” calls

• Review velocity (new reviews in last 30 days)

• LSA share of voice (eligible vs served)
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Local SEO for Map Pack Wins
 

Google Business Profile (GBP) checklist

• Primary category: Roofing Contractor; add service types (roof repair, leak detection, tile, asphalt, flat).

• Add service areas you actually serve (don’t overreach).

• Review velocity goal: ~10/month/location with photos; ask clients to mention service + city (“roof leak repair Fresno”).

• Weekly photo cadence: teams, trucks, before/after; answer GBP Q&A.

• Add Products/Services to GBP with clear descriptions.
   

On-site local pages

• One service × city page (e.g., “Roof Repair in Fresno”).

• Above-the-fold: outcome headline, proof badges, tap-to-call, short form (name/phone/city/issue).

• Add LocalBusiness, Service, and FAQ schema.

• Internal links: service pages ↔ case studies ↔ blog guides.
   

PPC That Filters Price-Shoppers

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Account structure

• Start with Exact/Phrase on: roof repair + city, roof leak + city, roof inspection + city.

• Add symptom keywords: “ceiling stain”, “leak in attic”, “missing shingles”.
   

Negatives you need

• Price shoppers: cheap, free, discount, coupon, groupon, low cost.

• DIY/info: how to, DIY, guide pdf, youtube.

• Jobs/education: jobs, hiring, salary, apprenticeship, training, classes.

• Parts/retailers: parts, supplies, ferguson, home depot, lowe’s, ace, amazon.

• Out-of-area cities (populate your exclusion list).
   

Ad extensions

• Call, location, structured snippets (Services), promotion (financing/inspection).

• Callout examples: Same-day leak response • Licensed & insured • Review-backed.
   

Landing pages

• 1 service × 1 city per page; financing and after-hours notes; proof badges; short form.

• Mobile: sticky call button; load fast (compress hero image, lazy-load below).
   

Bidding

• +20–40% bid adjustments for micro-zips that book.

• After 40 leads, trim low-book zips 20–30%.
   

LSA Management for Roofers

• Ensure license/insurance, categories, hours (turn on after-hours if applicable).

• Reviews with keywords (“emergency roof repair Clovis”).

• Dispute spam; request credits.

• Daypart for rain/wind events; route to on-call closer.​

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 Micro-Zip Strategy

• Use past jobs + census (older homes + higher HHI) to pick 8–15 core zips.

• Publish neighborhood case studies (photo + problem + timeline + testimonial).

• Re-evaluate monthly; rotate 2–3 test zips.
   

Speed-to-Lead & Call Scoring

• SLA: ≤60s first call; ≤5m SMS backup; 5 touches in 24h; 12 in 7 days.

• Score every call: ready-to-buy / quote only / out of area / spam.

• Feed scores back into negatives and service areas.
   

45-Day Sprint Timeline

• Week 1: intent & zip map, tracking.

• Week 2: landing & GBP tune-up.

• Weeks 3–4: PPC/LSA relaunch, negatives, extensions.

• Weeks 5–6: review burst; bid rules by zip; call-score loop.