Field reports / All Philly
Independent residential roofing company
487 Google reviews, four-and-a-half stars, zero paid presence.
What we found
This roofing company has 487 Google reviews at a 4.9-star average — one of the strongest review profiles of any independent contractor in the city. Site is functional WordPress with a 2026 copyright, schema markup, a working mobile experience. Real reviews, real revenue ($3M–$7M estimated), real organic ranking on "Philadelphia roofing." What they’re not doing: paid acquisition. The big regional players are all running Google Ads on the exact terms this company already ranks for organically. They aren’t bidding at all.
What it’s costing them
Quality Score in Google Ads is heavily weighted by review profile, click-through rate on existing organic results, and landing-page quality. This company would walk into Google Ads with a Quality Score that crushes every competitor — meaning lower CPCs, higher impression share, better ad position. The regional incumbents are paying ~$45 CPC on "roof replacement Philadelphia." This operator would likely pay $20–$25 for the same click, with a higher conversion rate. At a typical roofing average ticket of $12K and a 15% close rate, every additional $5K of monthly ad spend at the right Quality Score returns $15K–$25K in booked work.
What we’d do
Tier 03 Rebuild + Paid is overkill — the site is decent. Better fit: Tier 04 Full Retainer at $3,500/mo with a CRO + content focus on the existing site, plus 90 days of paid acquisition starting at $3K/mo of ad spend. The pitch writes itself: "You’re already winning organic. Now own paid. The 487 reviews you’ve already earned do the heavy lifting on Quality Score; we just put them in front of more people."