Blue Bird Roofing, channel by channel

Summary

Where the account started

Blue Bird was Kornerstone Roofing until May 2026. When I came in, the only Search campaign was for metal roofs, and Local Services was doing most of the work.

Search had no way to count a phone call from the landing pages. The Saratoga County campaign went live in December 2025 and recorded no leads at all until late July 2026. Whether that meant no leads or no counting, the account could not say, and an account that cannot say is the first thing to fix.

Albany County had no campaign of its own, and the Search ads still sent people to an older page.

The landing pages

Every Search click lands on a page built for the ad, not on the homepage. This is one of them, on a phone, with the five parts that do the work.

Blue Bird Roofing, a page I built

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1. Proof firstWarranty and a free estimate in the first inch.
2. The rating, in viewStars and review count above the headline.
3. Their county in the headlineThe place they searched, not the company name.
4. The form above the foldName and phone without scrolling.
5. A phone that follows themSticky, tappable, tracked.

What the Google leads sold

From Sept 12 to Oct 12, 2026, Blue Bird sold $285k in jobs to people who came in through Google: 16 jobs. $165k came from Local Services leads and $120k from Search.

A job counts as sold once Blue Bird invoices the deposit or the customer signs the estimate. Most of these are deposit-paid and still in progress, so this is work sold, not money collected yet.

Google Ads can count a call. It cannot tell you whether the call became a roof. So I took Blue Bird's job records and matched each sold job to a lead by phone number, against the Local Services lead list and the Search calls, or by the lead source Blue Bird's office recorded.

What I won't print is a cost per lead for the two channels together. Local Services bills per lead and Search bills per click, and an average of the two describes neither.

Local Services: the volume

Local Services charged for 85 leads in August 2026. That is how many leads the channel found at Blue Bird's rank in one month.

In August the budget sat well above what Local Services actually spent. It bills per lead and stops when the leads in the area run out, so the budget is a cap, not a dial. Those are the first leads I want for any roofer, and there is a limit to them. How Local Services and Search differ.

The owner sets that budget. He lowered it on Aug 28, 2026, which is why I quote August and not September.

Metal roofing Search: one good month

The metal campaign brought 8 calls and forms in September 2026, against 1 in August. It spent $1,063.57 in September and $1,056.24 in August, so the money did not change.

Both months are counted the same way: calls from the landing page and form fills. September also had 2 calls straight from the ad, a path August did not have, so I left them out.

It is one month, and I can't tell you why it happened. In September I added negative keywords, set bids by age and audience, linked the ads to the Business Profile and, late in the month, moved the campaign to Maximize Conversions. Any of those could be the reason, or none of them. At this volume one month can move this much on its own, so October has to hold before I call it a result.

The map pack

I also do Blue Bird's Business Profile and SEO. On Aug 26, 2026, a rank grid for "roofing companies near me", with points a mile apart around their office in Round Lake, had Blue Bird first at 22 of 81 points and in the top three at 47 of 81.

That is one scan on one evening, not a before and after. I don't have a grid from before the work started, so it shows where they stand, not how far they moved.

On a live search from Country Knolls that evening, Blue Bird showed in the map pack, in the paid results and in the organic results, on the same page. How I approach SEO for contractors.