From A Brand-New Website To A Phone That Does Not Stop Ringing.

5 Star Roofing is a GAF Master Elite crew serving Grass Valley, Roseville, Sacramento and the wider Northern California foothills. Michael and Jennifer Sperling do excellent work — same-day estimates, a 25-year warranty, and discounts for military, seniors and first responders. In January 2025, almost none of it was showing up online: no real website presence, no tracked calls, no rankings and no paid lead flow.

We signed in January 2025 and built the whole engine from scratch: a new website, full SEO, Local Services Ads, Facebook Ads, social media and hosting. Over the next 15 months we took every channel from zero to a system that keeps the phone ringing and the calendar full.

Across five tracked months, 5 Star logged 986 inbound calls, peaking at 270 in a single month. In March alone, 47 of those calls were qualified leads straight from the Google profile.

Independent third-party tracking tells the same story the reports do — a footprint built entirely from zero.

• Built a brand-new website on a full silo architecture: core services, roof types and location pages across Grass Valley, Roseville, Sacramento, Nevada City and Truckee.
• Optimized the Google Business Profile from scratch with 78+ posts, 56 product images, Q&A and service descriptions — it became the number one call source every single month.
• Ran the full technical sprint: sitemaps indexed, FAQ schema across all pages, a clean reputable link profile and a keyword map built by low-hanging-fruit priority.
• Optimized for AI search with rebuilt robots.txt and live llms.txt crawler files, plus answer-first AEO intros across every silo page and blog, earning citations in Google AI Mode.
• Published 28+ blogs in the first three months and held a monthly cadence after, with refreshed metadata and titles throughout.
• Verified and tuned the profile, expanded the targeted areas including Grass Valley and Penn Valley, and disputed junk leads to protect quality.
• Built the funnel end to end: cold and warm segmentation, custom conversion tracking and continuous creative testing.
• Reallocated budget to winning ad sets and paused fatigued creative to keep cost per lead down.

Facebook ran as a second lead engine alongside the phones. Over the campaign it produced 462 website leads at $55.22 each, dropping as low as $46.76 per lead in March — all on continuous creative testing and a funnel built from scratch.

986 tracked calls, a search position climbing from 20.5 to 10.8, 178 ranking keywords, a 95-lead month from Local Services Ads, 462 Facebook leads at $55 each and a 450-plus backlink footprint — all built from zero. This is the full-funnel system we build for our roofing clients.