Case study · 60-day engagement
A roofing owner in Austin had been waiting nine days for his old agency to "scope a storm response campaign." We had ad groups live in 36 hours and a hail-zone landing page in 48. Every storm-damage roofer in town was fighting for the same insurance jobs that month.
The challenge
Travis County took a serious hailstorm on a Tuesday morning in April. By Wednesday lunch every roofer in Austin was fighting to get in front of homeowners filing claims. The window for storm work in Texas closes fast: insurance adjusters get backed up, contracts go to whoever showed up first, and by week three the local market is saturated.
The owner had called his existing agency Tuesday at 2 PM. By Friday they had emailed him a "scope of work proposal" for a $4,500 storm response build. He hired us Saturday morning instead.
What he was working with at that moment:
The plan
We pulled the National Weather Service hail map for the storm path and built three geo-targeted ad groups around the hardest-hit zip codes. Headlines were specific: "Hail Damage Inspection · Free · Travis County · Same Day." Bids were aggressive on the first day because we wanted impression share before competitors caught up.
Single-purpose page, four sections: hail map showing where the storm hit, what to do in the first 72 hours, what insurance covers, and a click-to-call CTA pinned to the bottom of mobile. Built in WordPress on top of his existing site. Not pretty. Loaded in 1.4 seconds.
Updated the phone number on the GBP, added "storm damage repair" to services, posted before/after photos from previous storm work, applied for LSA with same-day insurance + license verification.
The owner was missing calls because the office line went to voicemail after 6 PM. We routed the click-to-call from the landing page through CallRail with after-hours forwarding to his cell. Lead volume tripled the day we did this.
After two weeks of data we cut the broad terms that were not converting (tarp rentals, DIY repair videos) and pushed budget toward the geo + intent combos that were booking inspections.
AI tools we used
We do not pretend the work happens by hand. Three of our internal tools are the reason this engagement moved as fast as it did. Each of them replaces what used to be days of human time.
Auto-pulls NWS storm reports and turns them into ready-to-paste Google Ads location targets. Saved us a half day on day one.
Detects whether the office line is answered, then forwards to the on-call cell with caller intent context (paid keyword + landing page).
Generates a focused landing page from one keyword cluster + one offer. We use it whenever speed matters more than design polish.
The execution
| Week | What we shipped | What moved |
|---|---|---|
| Hour 0-12 | Geo-targeted Google Ads live across 14 zip codes | First impression at hour 4 |
| Hour 12-48 | Hail-zone landing page shipped, click-to-call wired | First booked inspection at hour 38 |
| Day 3 | GBP cleanup + LSA emergency application | Phone number fix recovered 7 leads/day |
| Day 5 | CallRail with after-hours routing live | Missed calls dropped from 31% to 4% |
| Day 12 | LSA approved, joins paid mix | LSA delivers 18 leads in week one |
| Day 21 | Negative keyword pass + budget shift to converting groups | CPL drops from $87 to $51 |
| Day 60 | Storm wrap, retainer continues for general residential | 47 jobs booked, $184k revenue |
The numbers
The 47 jobs broke down by source:
The previous agency would have charged $4,500 for the storm campaign build. We built it in two days for the price of a normal monthly retainer. By the time their proposal came through, this owner had already booked 11 inspections.
Other roofers were still arguing with their agencies the week after the storm. We had ads up the next afternoon and a landing page by Wednesday night. Whatever you call that, do that.
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