Breaking Free from Shared Lead Services with Owned Organic Traffic

Before Jenny AI

Owned Organic Leads / mo

After Jenny AI

Owned Organic Leads / mo

The Challenge

Summit Roofing was spending $4,500 a month buying shared leads from Angi and HomeAdvisor. Every lead they received was simultaneously sent to 3–5 competing contractors, forcing them into an immediate price race. Their close rate on purchased leads was under 15%, and their sales team was spending hours chasing people who had already hired someone cheaper. Their own website was essentially invisible — zero organic traffic, zero direct inquiries.

The Solution

We built an SEO foundation from scratch. First, we did a comprehensive content and technical audit of their existing site. Then we rebuilt their service pages with detailed, location-specific content targeting roof replacement, storm damage, and insurance claims in each city they served. We created an ongoing content calendar targeting common homeowner questions, built a strong citation profile, and focused heavily on Google Business Profile optimization across their service area.

The Results

Organic results in roofing SEO typically take 6–12 months to materialize, and Summit's timeline was no different. By month 6, they saw meaningful improvement in rankings. By month 12, they were generating 38 exclusive organic leads per month — homeowners who found them specifically, with no competitors receiving the same inquiry. Their close rate on organic leads is 42%, compared to 15% on shared leads. They've reduced their paid lead spend by 70%.

It wasn't instant — we were told that upfront. But 12 months in, we get 35–40 calls a month from people who specifically searched for us. No competition, no bidding wars. Our margin on organic leads is night and day.