Intro
Proformance Roofing
Generating leads in a competitive market.
Proformance Roofing is a licensed, insured roofing company serving Central Florida, built on quality workmanship, fast turnaround, and a customer-first process. What it needed was a lead generation engine to match, so 321 built one across organic social, paid advertising, SEO, and a full website designed to convert.
Roofing is a high-stakes, high-competition category. Homeowners search for a roofer under pressure, after storm damage or once a problem has gone too far, and that urgency rewards the brands that show up first and earn trust fast. Proformance had the skills. The challenge was being found, and turning the click into a call.
We treated Proformance as a full-funnel challenge. The website was built to turn visitors into leads, with a clean, conversion-focused experience and a custom three-step quote calculator that collected property details, returned an instant price range, and connected the prospect with a representative in the same session, doing the heavy lifting before a rep ever called.
Paid media drove over 70% of site traffic through display campaigns built around urgency, trust, and Florida-specific relevance like storm readiness and hurricane-proofing, cutting cost per lead 15 to 20% month over month. Organic social built familiarity between purchases through process and product education, service-area expansion into markets like Jacksonville, Tampa, and Fort Myers, seasonal preparedness, and comparisons that made the case for a professional over a cut-rate alternative. Local SEO targeted high-intent searches across the counties Proformance serves to compound returns over time.
The numbers tell the story: over 10,000 annual leads at an average cost per lead of $75, ninety percent of them qualified and ready to convert. Paid media drove more than 70% of traffic, cost per lead kept falling as campaigns matured, and across all digital efforts the program produced an estimated $17.5 million in revenue.
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Annual leads
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Estimated revenue from digital marketing efforts
