Jade Roofing & Construction · Roofing · Martinsburg, WV
From missed inquiries to a measurable growth pipeline in eight weeks.
Jade's marketing wasn't reliably turning homeowner interest into measurable opportunities. We connected local search, website performance, lead tracking and JobNimbus so more of that demand could reach the sales team.
- Industry
- Roofing
- Location
- Martinsburg, WV
- Engagement
- Local growth program
- Dates
- August 2026 to present (ongoing)
Published · By Aivium Digital
The challenge: Marketing activity wasn't becoming measurable opportunities.
Jade repairs and replaces roofs and siding for homeowners in West Virginia's Eastern Panhandle and neighboring counties in Maryland and Pennsylvania. It had invested in digital marketing, but its website wasn't reliably connecting homeowner inquiries to the sales team. Lead tracking was inconsistent, mobile performance was weak, and local search visibility didn't reflect the company's capabilities.
The challenge wasn't simply attracting more visitors. It was creating a dependable path from someone searching for roofing services to a real opportunity the team could follow up on.
From missed opportunities to more calls and new sales.
Jade's leadership reports substantially more incoming phone calls and multiple new sales since the engagement began. While those sales haven't yet been independently attributed to individual marketing channels, the measured improvements show how the company's digital acquisition system has changed.
Calls and sales: client-reported. The figures below are measured, each with its source and period.
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+41%
More customer interactions on Google
Google Business Profile interactions (calls, chats, direction requests and website clicks), 78 in August to 110 in September 2026.
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9.6×
More weekly search visibility beyond the homepage
Google Search Console impressions on pages other than the homepage, about 173 a week (Aug 24 to Sep 6) to 1,661 a week (Sep 27 to Oct 17, 2026).
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#1
For “roof repair” at the Martinsburg search location
Local Falcon Google Maps scan, October 18, 2026, at the search point over Jade's office, not the whole market. Area-wide results are in the grid below.
The strategy: Fix the customer journey before generating more demand.
We focused first on making sure inquiries reached the right people, with reliable tracking and fast follow-up. Then we improved the mobile website experience and strengthened the local search foundation so more homeowners could discover Jade's services.
The objective was simple: make Jade easier to find, easier to contact, and better equipped to turn interest into sales opportunities.
What we built
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Get every website inquiry to the sales team
Website inquiries now land on Jade's JobNimbus sales board automatically, instead of waiting in an inbox for someone to retype them.
Each form creates a contact and a job in the Lead column with the homeowner's message, the page they were on and how they found the site. Returning customers attach to their existing record instead of becoming duplicates.
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10
genuine website inquiries in 38 days
JobNimbus records, Sep 10 to Oct 17, 2026
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2 sec
median time from website form to JobNimbus
Lead log and JobNimbus, Sep 16 to Oct 12, 2026
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Respond faster and keep the pipeline clean
Every homeowner hears back immediately, and the sales board holds real prospects, not spam.
An instant acknowledgment, a self-booked inspection on the thank-you page that becomes a task for the owner, and a filter that stopped nearly 200 automated submissions before they reached the CRM.
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Make it easier for homeowners to find and contact Jade
A faster site on phones, clearer service pages and a stronger local search presence.
Videos and images resized for phones and scripts deferred on the existing WordPress site; consistent business details across more than 20 directories; new roof repair, roof replacement and five town and county pages; structured data; and a review link the team sends after each job.
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Know which marketing activities create opportunities
Jade can now see where its web inquiries come from: the first step toward knowing which marketing produces real opportunities.
The previous agency's tracking and phone-number swapping removed; Google Analytics 4 and Tag Manager recording form submissions, phone taps and bookings with their source, which travels with each web inquiry into JobNimbus.
The work and the evidence
Measurement notes & sources
Sources, periods and limitations for every figure
| Measure | Source | Date or period |
|---|---|---|
| Customer interactions on Google | Google Business Profile Performance: calls, chats, direction requests and website clicks | August and September 2026 |
| Search visibility beyond the homepage | Google Search Console: weekly impressions on every page except the homepage | August 24 to September 6 vs September 27 to October 17, 2026 |
| Map rankings | Local Falcon 7 × 7 grid scans, 49 points within 7.5 miles of the office, for roof repair, roofing company and roof replacement | October 18, 2026 |
| Website inquiries | JobNimbus contact and job records, excluding internal tests and filtered spam | September 10 to October 17, 2026 |
| Website-to-CRM time | Website lead log and JobNimbus timestamps, eight real leads | September 16 to October 12, 2026 |
| Mobile performance | Google Lighthouse 12, mobile lab test, simulated throttling | September 24 and October 5, 2026 |
| Phone calls and sales | Reported by Jade's leadership; not measured by Aivium Digital | Since the engagement began |
What the figures do and don't show
- Verified figures come from the systems above. The increase in calls and the new sales are reported by Jade's leadership, not independently verified or attributed to any channel. No revenue or return on investment is claimed.
- Before the work, web inquiries reached JobNimbus only when retyped: in the prior six months, four contacts were tagged as web leads and 69 of 238 had any lead source. There is no reliable earlier inquiry count to compare.
- Tracking, the CRM connection, site speed, new pages and profile work changed in the same weeks. No single result is credited to a single change.
- Eight weeks is short, and late summer into fall is roofing's busy season, so some of the change may be seasonal. Profile interactions dipped in early October after Google filtered several reviews; September is not a guaranteed run rate.
- Search Console access began on August 24, 2026, after the work started, so impressions have no earlier baseline. The windows differ in length (14 and 21 days), so impressions are compared per week. Most new visibility is on results pages two to five, not yet page one.
- The map rankings are one snapshot, from October 18, 2026, with no earlier scan, so they show where Jade ranks now, not how far it moved. The #1 is the point over the office. Across the 49-point grid, Jade was in the top 20 at 48 points for each term and in the top three at 13 (roof repair), 6 (roofing company) and 6 (roof replacement). Searches that include "Martinsburg WV" ranked 4th and 7th at the office.
- Lighthouse scores are mobile lab tests, not data from real visitors, and the two runs differed: one run of the live page before, the median of three runs served from the origin server after. Scores also vary from run to run.
Prepared by Aivium Digital, the agency that did the work, from Jade Roofing & Construction's own systems. No homeowner details are published.
