Roof Guru

The challenge

Roof Guru restores and replaces roofs across Hawke's Bay, with crews working from Napier to Havelock North. The business had a strong reputation and a clear ambition to grow, but its marketing wasn't built to support that. There was no website designed to turn visitors into enquiries, and no system to follow a lead from first contact through to a measure-up and a quote.

Roofing is seasonal, with most work landing between spring and autumn. To grow, Roof Guru needed more homeowners ready to book, in place before the busy months started, and a way to see which marketing was bringing them in.

Our approach

Launch treated Roof Guru's growth as one system. The website, the CRM, the content and the paid media were built to work together, with one measure of success across all of them: booked measure-ups.

A website built to convert. Launch designed and built the Roof Guru website around how homeowners choose a roofer. It shows real work, answers the questions people ask before they call, and makes booking a free quote the obvious next step. Each campaign sends people to a page written for that message, so every idea can be judged on the enquiries it creates.

A CRM that follows every lead. Launch implemented Roof Guru's CRM and continues to support the team on it. Every enquiry is tracked from the first click to the measure-up and the quote. That lets the strategy be judged on booked work rather than clicks or form fills, and shows which ads and searches produce the best jobs.

Content captured on the job. Launch's content team filmed with Roof Guru on real roofs, and brought in a local creator to keep new footage coming between shoot days. The result is a steady supply of genuine Hawke's Bay content, from polished reels to phone-style clips. That range lets Meta show each ad to a different kind of homeowner, as we explain in Meta Creative Diversity: The Customers And Revenue Your Ads May Be Missing.

Growth aimed at the right work. The strategy steers demand toward the work that grows the business most, not just the work that is easiest to sell. Creative, landing pages and search are planned together each quarter around Roof Guru's commercial goals, so the marketing fills the calendar with the jobs the business wants most. Search is focused on the local terms homeowners use when they are ready to book.

Messages that filter. The ads show real roofs, real crews and how the pricing works, including Roof Guru's Fixed Price Promise. That openness puts off people who are only browsing, and draws homeowners ready for someone to get up on the roof.

The results

• Revenue has grown by more than 200% in 18 months.
• Lead volume has doubled.
• The share of leads that qualify has risen by 20%, even as volume grew. Quality usually drops when volume climbs, so this is the result that shows the whole system is working.

What's next

The plan for the busy season focuses on a bigger and steadier quoted pipeline. It adds new landing pages and a sales video with the owner on camera, and a campaign that books next year's work early, so the calendar fills before the new year starts.