Bachman's Roofing: Building a Digital Growth Engine Over 14+ Years.
The Challenge
Bachman’s Roofing has long been a trusted name in Pennsylvania, but like many home service companies, they faced the challenge of keeping pace in a digital-first world. When we began our partnership, their marketing leaned heavily on traditional tactics and word of mouth. Their website was outdated, digital presence was minimal, and there was no clear system for tracking leads or proving ROI.
The goal was to create a marketing program that not only generated a steady stream of leads but also elevated their brand across every touchpoint—digital and traditional.
The Approach
Over the course of more than 14 years, we became an extension of Bachman’s Roofing’s team, guiding their growth across multiple channels. Our work focused on building a complete marketing engine designed for both short-term lead generation and long-term brand authority.
- Paid Media Expansion: Scaling Google Ads campaigns to dominate search results and capture high-intent leads.
- SEO & Content Authority: Developing a custom, mobile-friendly, SEO-optimized website and building organic visibility for both branded and non-branded searches.
- Creative & Branding: Designing digital and print assets—including billboards, direct mail campaigns, and ad graphics—that carried the brand consistently across all platforms.
- Media Buying: Managing radio campaigns to expand reach offline and strengthen community presence.
- Lead Tracking & Analytics: Using GA4 and CallRail to connect marketing directly to customer inquiries and refine campaigns with real data.
The Results
Paid Media: Conversions That Drove Business
SEO: Beyond Branded Keywords
By 2025, Bachman’s Roofing ranked for over 900 non-branded keywords, with 74 in the top 3 positions and 127 on page one. These terms included competitive service-based queries such as “roofers Pottstown”—phrases that attracted new customers who weren’t yet familiar with the Bachman’s brand.
Non-branded visibility complemented the company’s strong branded search dominance, ensuring that whether someone searched for “Bachman’s Roofing” directly or for a service like “roof replacement Pennsylvania,” Bachman’s was at the top of the results.
Website: A Digital Foundation
We built a custom, mobile-friendly website that was fast, user-friendly, and designed with SEO best practices. This site became the central hub for all campaigns—converting paid ad clicks into leads, ranking for organic keywords, and serving as the landing spot for print and broadcast campaigns.
Creative That Carried the Brand Everywhere
Our design team delivered creative that extended beyond digital. From billboards along major highways to direct mail campaigns and branded graphics for online ads, the brand message was consistent and recognizable. This omnichannel creative approach reinforced Bachman’s Roofing as a household name in their service area.
Media Buying: Extending Reach Beyond Digital
New Customer Engagement
Call Tracking: Proof in the Leads
CallRail data showed the scale of new customer engagement:
- Sept–Dec 2023: 1,600 calls tracked
- 2024: 4,684 calls tracked
- Jan–July 2025: 6,129 calls tracked (already surpassing the prior year in just seven months)
The dramatic rise in call volume aligned with SEO and paid media efforts, proving the campaigns weren’t just generating clicks—they were driving conversations and sales opportunities.
The Legacy
What began as a push to modernize Bachman’s Roofing’s marketing grew into a comprehensive, integrated strategy spanning digital, creative, and traditional media.
- A mobile-friendly, SEO-driven website provided the foundation.
- Paid search campaigns delivered more than 69,000 conversions at efficient costs.
- SEO performance secured top rankings for branded and competitive non-branded terms.
- Creative assets, billboards, mailers, and radio buys kept the brand front and center across every channel.
- Call tracking tied it all together, showing thousands of customer calls every year.
Over more than 14 years, this integrated approach transformed Bachman’s Roofing’s marketing into a true growth engine—building measurable results, expanding brand authority, and ensuring their name remained synonymous with roofing excellence across Pennsylvania.