Every question, answered honestly.

Ranking a roofer in one city requires one set of work. If you serve three cities, you need three Google Business Profiles, three sets of location pages, three citation profiles, and three competitive sets to beat. We price per location because the work genuinely scales per location. We'd rather be honest than bundle an arbitrary 'unlimited' rate.

SEO is the truest test of your market fit and unit economics. Paid ads will generate leads as long as you pay. But if your SEO strategy can win, it means your service, offer, and close process are strong enough to justify scaling. We strongly recommend every new client starts with SEO for at least 90 days before layering on paid channels.

Full domination means we target top-3 organic rankings + top-3 Google Map Pack for every high-value keyword in your market. Technical SEO, on-page, content, citations, reviews, link building. All included. You don't pay extra for 'advanced SEO' or 'premium content' upcharges.

Yes, in one specific scenario: if your market is so competitive that ranking requires significant backlink investment beyond what's included, we'll quote an additional budget for premium link placements (usually $500–$2,000/month extra). We'll never surprise you. We explain this upfront after the market audit.

A one-time $1,000 citation and data aggregator fee covers paid submissions to the major citation platforms and data aggregators (Yext, Neustar Localeze, Factual/Foursquare, Data Axle, etc.) that push your NAP data to hundreds of downstream directories. It's a one-time investment that delivers durable local SEO benefit for years.

We negotiate multi-location pricing case-by-case. For contractors with 5+ locations, we typically offer a discount of 10–20% per location. For fewer locations, pricing is flat per market to reflect the actual work involved.

The ads setup fee covers campaign architecture, landing page build, and tracking setup. Work that's done before the first lead comes in. It's non-refundable, but it's a one-time cost. Web development work has project-based milestones; deposits for work completed are non-refundable but we're flexible on project-stage cancellations.

For Google Ads, we recommend a minimum of $2,000–$3,000/month in ad spend to get meaningful data and volume. For Meta Ads, $1,500–$2,500/month. Below these thresholds, the learning algorithm doesn't have enough data to optimize properly.

Managing a paid campaign properly takes the same weekly work whether you spend $1,000 or $5,000 in ads. Keyword pruning, bid adjustments, landing page testing, reporting, account reviews. At very low budgets, 15% doesn't cover the real hours involved, which means you get rushed, half-attention management. The floor ($750/mo for Google, $600/mo for Meta) ensures we can give you the weekly work that actually produces results. Industry standard is $500–$1,500 per channel; we sit at the reasonable end.

Simple: you pay the monthly floor until 15% of your ad spend exceeds it, then you pay the 15%. For Google Ads at $750 floor, the crossover is $5,000/mo in ad spend. Below that, you pay $750; above that, you pay 15%. This means big spenders don't get a steal and small spenders don't get ignored. We get paid fairly for the work, and you get full-attention management either way.

Yes. And it's the most effective combination. SEO builds long-term compounding traffic while ads generate leads immediately. We still recommend starting SEO-first for 60–90 days so we have a baseline, then layering Google Ads once we understand which search terms actually convert for your business.

There's an initial 90-day build phase for SEO. That's the minimum time to properly build and start seeing meaningful movement. After that, it's month-to-month. We keep you because the results speak for themselves, not because of a contract.

When you claim a state, we don't work with any other company in your industry within that state. Ever. Not for more money, not under a different service, not for a 'sister company'. Your territory is yours.

Yes, structurally. We are not a lead broker, so there is nothing to resell. The leads come from your rankings, your ads, and your Google Business Profile, and they call or message your business directly. On top of that, we only work with one roofing company per state, so we never generate roofing leads for a competitor in your market.

Google Ads typically produces the first leads within days of launch. SEO leads build over 60 to 90 days and keep compounding after that. Most roofing clients run both, so the paid channel carries volume while the organic engine ramps up.

We run the marketing. You get the system: SEO, ads, landing pages, call tracking, and reporting, built under your brand and owned by you. That is the difference between renting leads forever and building an asset that keeps producing.

It depends on your sales process, but exclusive inbound leads routinely close at two to four times the rate of shared aggregator leads, simply because the homeowner called you specifically and is not fielding five competing quotes.

An inquiry from a buyer with a real project, a realistic budget, and a timeline, who contacted your company specifically. Our funnels ask qualifying questions up front, so your team spends time on consultations that can actually become contracts.

Yes. Ad copy, landing pages, and form questions are built around your project minimums, so smaller budgets self-select out before they reach your calendar. You define the floor, the system enforces it.

Aggregators sell the same project to multiple builders and own the customer relationship. We build marketing that belongs to you: your rankings, your campaigns, your inquiries. Nothing is shared, and the asset compounds instead of resetting every billing cycle.

Both. Residential and commercial construction have different keywords, buyers, and sales cycles, and the campaigns are built accordingly. The exclusivity rule is the same either way: one construction company per state.

Through our campaigns, typically $80 to $200 per exclusive lead and $150 to $400 per booked inspection, depending on market competitiveness. Organic leads from SEO trend significantly cheaper over time as rankings compound.

Completely. They come from your rankings, your ads, and your Google Business Profile, so there is nothing to share or resell. And we work with only one foundation repair company per state, so your territory is structurally protected.

Yes. Campaigns are built around the realities of the trade: urgent search behavior, free inspection funnels, regional soil and climate drivers, and the trust-building content that converts anxious homeowners into booked inspections.

Paid campaigns produce leads within the first week. SEO builds over 60 to 90 days and keeps compounding. Most clients run both so volume arrives immediately while the long-term engine ramps.

Yes. Emergencies do not keep business hours, so campaigns run around the clock with after-hours call routing. The highest-intent restoration searches often happen overnight, which is exactly when most competitors' ads are paused.

Never. The leads come from your own rankings and campaigns, and we work with one restoration company per state, so there is no competitor in our portfolio to share with even in principle.

That is built in. Pre-approved budget scaling, pre-built storm landing pages, and geographic bid adjustments activate the same day a weather event hits your area, so you capture the surge while it exists.

All three. Water damage, mold remediation, and fire restoration have distinct search behavior and seasonality, so each gets its own campaigns and content rather than one generic restoration bucket.

Most contractor markets see meaningful ranking movement within 3–4 months and real lead volume by month 6. Highly competitive markets (major metros) can take 9–12 months to reach page 1 for the most valuable keywords. We track ranking movement from day one so you can see progress well before leads spike.

Yes. We regularly onboard clients who've been burned by generic agencies. We do a full audit of existing work, keep what's working, and fix what isn't. There's no penalty for switching. Your rankings and content history stay with your domain.

Home services SEO is almost entirely local. You're not competing nationally, you're competing in a specific metro area. This means Google Business Profile, local citations, neighborhood landing pages, and review velocity matter as much as traditional on-page SEO. Generic SEO agencies miss this. We don't.

No. Rankings belong to your domain, not to us. If you stop, your current rankings stay (and may grow or shrink based on competition). All content, links, and technical work stays with your site. We never hold your SEO hostage.

Absolutely. And it's the most effective setup. Google Ads delivers leads while SEO is building. Once SEO matures, you can scale back ad spend as organic traffic covers more of your pipeline. Most of our clients run both from month one.

It varies by industry and market, but our clients typically see $45–$120 per lead for roofing and construction, and $35–$90 for foundation repair and restoration. Brand new campaigns start higher and improve as the algorithm learns. Usually 60–90 days to reach target efficiency.

We recommend at least $2,000–$3,000/month in ad spend for Google Ads. Below that, the algorithm doesn't have enough data to optimize properly and results are inconsistent. We'd rather be honest about minimums than take your money and deliver poor results.

Google Search Ads show for any keyword you bid on. You get full control over copy and targeting. Local Service Ads are Google's pay-per-lead product for verified businesses and show above Search Ads with a 'Google Guaranteed' badge. We manage both. LSA is cost-effective when you qualify; Search Ads give you more control and reach.

We use call tracking numbers (unique numbers per campaign so we know which ad generated which call) and form submission tracking via Google Ads and GA4. Every lead is attributed to the exact keyword, ad, and campaign. You always know what's working.

Yes. You're in control of your budget. We'll advise on the best approach. Sometimes reducing budget is smarter than pausing (pausing can reset the algorithm's learning phase). But your money, your call. We'll tell you the trade-offs either way.

Yes. But differently than Google. Google captures demand (people searching for a roofer now). Meta creates demand (people who aren't searching yet but are homeowners in your area). It works best for higher-ticket services where a compelling offer justifies the scroll-stop. Roofing after storm season, bathroom remodels, major renovations. Meta performs well for these.

Before/after content is the undisputed king. Real job photos from your own projects outperform stock photography every time. Short-form video (15–30 seconds showing a job transformation) consistently generates the cheapest leads. We help you capture this content or produce it from your existing photos.

We target by geography (your exact service area, down to zip code), homeowner status, household income, age (typically 30–65), and interest signals. We also build custom audiences from your customer list and website visitors, then create lookalike audiences that mirror your best customers.

Google Ads targets people actively searching for your service. High intent, higher cost per click. Meta Ads reach people before they're searching. Lower intent, lower cost, but you need the right creative to convert them. The ideal setup runs both: Meta for awareness and pipeline filling, Google for capturing immediate demand.

We recommend a minimum of $1,500–$2,500/month in ad spend. At lower budgets, the learning algorithm takes too long to optimize and results are inconsistent. That said, Meta can be very cost-effective in smaller markets where Google Ads are expensive.

Homeowners make fast decisions. When two roofers show up to give a quote, the one with the professional logo on their truck, polished business card, and branded uniform looks like they charge more. And can. A strong brand signals competence, stability, and professionalism before a single word is spoken.

A full brand identity project takes 3–5 weeks from kickoff to final delivery. This includes discovery and strategy, 2–3 logo concepts with revisions, full identity system build, and final file delivery in all formats you need.

You get everything: vector files (SVG, AI, EPS) for print and production, raster files (PNG with transparent background) in multiple resolutions for digital use, and PDF brand guidelines. Basically, every format you'll ever need.

Yes. Logo evolution. Not total replacement. Is often the right move for established businesses. We can modernize your existing mark, improve legibility, and create a cohesive system around it without alienating customers who already know your name.

Yes. Vehicle design is included in the branding package. We produce the design files print-ready for your local wrap shop. For clients with larger fleets, we design a consistent system so every truck looks the same.

A DALT Media strategy document covers: market and competitor analysis, channel prioritization (where to spend first and why), a 12-month roadmap with quarterly milestones, budget allocation across all channels, and 90-day sprint plans with owners, deadlines, and KPIs. It's executable, not decorative.

Strategy is the plan; execution is doing it. Some clients want us to build the strategy and hand it to their internal team. Others want us to execute it too. Strategy-only engagements are available. You get the full plan and can run it yourself or use other vendors.

Most contractors running multiple channels without a strategy are doing so in silos. Ads team doesn't talk to the SEO team, content isn't aligned with paid campaigns, budget isn't allocated based on what's actually working. Strategy ties it together and makes every dollar work harder.

Yes. A standalone marketing audit is available before committing to a strategy retainer. We review your current channels, spending, performance data, and competitive position, and deliver a written report with prioritized recommendations.

We do quarterly 90-day sprints. At the end of each sprint, we review what happened vs. The plan, update priorities, and set the next 90 days. The 12-month plan is a living document, not a binder that sits on a shelf.

We build on Next.js with Tailwind CSS. A modern stack that delivers sub-2-second load times, 90+ PageSpeed scores, and clean code that ranks well. We don't use WordPress themes or page builders. Every site is custom-coded for performance.

WordPress page builders (Elementor, Divi) create bloated code that loads slowly and scores poorly on Core Web Vitals. Google's ranking signal. Squarespace looks nice but gives you no control over SEO structure. We build fast, clean, custom sites that outperform templated options in both speed and search rankings.

100%. You get all the code, hosting is in your name or on your accounts, your domain stays yours. We don't lock you into proprietary platforms. If you decide to work with someone else in 3 years, you take the site with you.

At minimum: homepage, services overview, individual service pages (one per service type), service area pages (one per city/region you serve), about, and contact. For SEO, the more specific your service pages and city pages, the better you rank. We typically build 10–30 pages at launch.

Bug fixes, content tweaks, form adjustments, any technical issues that come up after launch. All covered for 30 days. After that, we offer maintenance packages or hand over instructions for common updates so you can manage it yourself.

Yes. We can redesign an existing site, migrate content, and improve performance and SEO. Full rebuilds typically outperform redesigns in terms of speed and structure, but if you have significant SEO equity in your current URL structure, we work with it.

Most roofing markets see meaningful GBP movement (Map Pack positions) within 2–3 months and significant organic lead volume by month 6. Highly competitive metros like Dallas, Atlanta, and Denver can take 9–12 months to reach top-3 for the most valuable keywords. We track progress from week one so you see movement well before leads spike.

Storm roofers need seasonal surge readiness. Pre-built hail and wind damage pages, insurance claim content, and GBP prepared for sudden spikes. Retail roofers need evergreen content on materials, costs, and brand comparisons. We build SEO strategies tailored to which segment drives most of your revenue.

Yes. In fact, local specialists often outrank franchises in Map Pack because Google rewards strong local signals (reviews, local citations, GBP activity) that franchises struggle to replicate at the individual location level. Your local authenticity is an advantage we amplify.

Yes. All content is written in-house by writers who specialize in contractor content. We don't use AI-generated fluff or offshore content mills. You review every piece before it publishes.

No problem. SEO doesn't require a new site. We work with your existing WordPress, Wix, Squarespace, or custom site. If the site has major technical issues (slow load, no schema, bad mobile UX), we'll recommend fixes or a rebuild, but it's never mandatory.

In major metros, well-run roofing campaigns deliver $45–$120 per lead for standard replacement inquiries and $80–$180 for emergency and storm leads. Cost per booked job typically runs $200–$600 depending on your close rate. Brand new campaigns start higher and drop 40–60% in the first 90 days as the algorithm learns.

Both, if you qualify for LSA. LSA has better cost-per-lead economics because you only pay for actual leads, not clicks. But it has volume ceilings. Search Ads give you more control, more reach, and the ability to scale. Most successful roofers run both, with LSA as the primary and Search as the volume lever.

We recommend $3,000–$5,000/month in ad spend for roofing Google Ads to have enough data for the algorithm to optimize. Below $2,500/month, results tend to be inconsistent. Storm markets with heavy competition may need $8,000–$15,000/month to compete meaningfully.

Yes. We prefer to take over your existing account so we don't lose your historical data (which helps the algorithm). We'll audit your current campaigns, rebuild what's broken, and keep what's working. All work is done in your account. You maintain full ownership.

Leads typically start coming in within 24–72 hours of launch. Quality improves over the first 30 days as we add negative keywords and optimize bids. By day 60–90, the campaign should be hitting target cost per lead.

Yes. But differently than Google. Meta doesn't capture immediate demand (homeowners searching for a roofer now). It creates demand by reaching homeowners before they're searching. For most roofers, Meta is best used as a pipeline-fill and brand awareness channel alongside Google Ads, not a replacement for it.

Well-run roofing Meta campaigns typically deliver leads at $30–$80. Significantly cheaper than Google. The trade-off is lower intent: Meta leads need more follow-up and qualifying than inbound Google calls. The companies winning on Meta have fast, consistent sales follow-up.

Minimum $1,500–$2,500/month in ad spend for Meta roofing campaigns. Below this, Meta's algorithm struggles to optimize and results are inconsistent. Most roofers do best in the $3,000–$6,000/month range.

We produce everything: copy, static image ads, and short-form video edits. For roofing, we typically need source material from your actual jobs. Photos and raw video. We can coach your team on what to capture on job sites, or send a photographer for one day to build a 90-day creative library.

Speed is everything. Meta leads that are contacted within 5 minutes convert 8× better than leads contacted after an hour. We set up instant lead notifications via email, SMS, and CRM integration. And we'll help you build a follow-up workflow if you don't have one.

Because construction has longer research cycles, SEO results take 6–12 months to translate into consultations booked. Ranking movement starts earlier (month 2–3), but high-ticket buyers research for weeks before contacting anyone. The upside is that once ranking, each lead is far more valuable than a lower-ticket home service.

Absolutely. Commercial buyers (property developers, business owners, facility managers) research online just like homeowners. The difference is that ranking terms are more niche ('commercial general contractor [state]', 'office build-out contractor', 'tenant improvement contractor'). Lower volume but extremely high per-lead value.

Critical. Construction buyers consistently cite Google reviews as a top decision factor for high-ticket projects. A company with 50+ detailed, recent reviews outranks and outconverts a competitor with 10. We build systems to consistently generate reviews from completed projects.

Yes. If you want to expand into a new project type or geography, SEO is one of the cleanest ways to do it. Build new content hubs targeting the new segment, and let Google send you the new buyer mix you want. Many of our clients use SEO specifically to reshape their project portfolio over time.

Depending on project type and market, qualified construction leads (those meeting your minimum budget and timeline criteria) typically cost $80–$300 via Google Ads. For $100K+ projects with typical close rates, that still delivers 10–30× ROAS. Expect 60–90 days to optimize into this range.

$4,000–$6,000/month in ad spend is the realistic minimum for construction, higher than most home services due to higher CPCs and longer buying cycles. Smaller budgets produce inconsistent results because the algorithm doesn't get enough conversion data to optimize.

Yes, but differently. Commercial construction keywords have lower volume but much higher per-lead value. We often combine Google Search Ads with LinkedIn Ads for commercial targeting. Google captures active searches, LinkedIn reaches decision-makers in account-based plays.

Multi-layered: negative keywords (DIY, budget, cheap), ad copy referencing typical project sizes, landing pages that showcase high-end portfolio work, qualifying form questions, and consultation-first funnels instead of instant quotes. Done right, 70%+ of leads are qualified.

Yes, when set up properly. We routinely generate $50–$150K+ project consultations from Meta at lead costs between $75–$250. The volume is lower than lead-gen-heavy industries, but the per-consultation value is exponentially higher.

Both. Meta runs them as one ad set and optimizes delivery based on performance. Instagram tends to deliver higher engagement on design-heavy visual content; Facebook delivers more volume. Let the algorithm allocate between the two rather than manually picking.

$2,500–$5,000/month in ad spend for established construction companies. High-end custom builders in premium markets (Austin, Nashville, Southern California) often run $6,000–$10,000/month. Below $2,000/month results are inconsistent.

Construction Meta leads need fast, consultative follow-up. Not hard selling. We help build lead nurture sequences (email + SMS) that educate prospects and book them into consultations over 2–4 weeks, matching the actual buying cycle.

Moderately to very competitive, depending on market. Major markets have 3–5 established players dominating both organic and Map Pack. National franchises (Groundworks, Olshan) add pressure. Breaking into top 3 typically takes 6–9 months with focused execution; 9–12 months in the most competitive markets.

Yes. National franchises often have weaker GBP signals at the individual location level. Fewer reviews, less local link authority, and less authentic local content. Independent local foundation companies who execute SEO properly routinely outrank franchise locations in Map Pack.

Cost calculators, warning-sign guides, and method comparison pages consistently outperform other content types. 'Foundation crack repair cost [state]' and 'signs of foundation damage' are massive traffic drivers when ranked on page 1.

Critical. Foundation buyers are making fear-driven decisions and rely heavily on reviews to vet companies. We've seen GBP ranking flip based on review velocity alone. We build review generation systems that make it easy for completed customers to leave detailed reviews.

In most markets, foundation repair leads cost $80–$200 via Google Ads. Cost per booked inspection runs $150–$400. With average job values of $8,000–$20,000, even the higher end is highly profitable when close rates are healthy.

Free inspection converts better for foundation repair because it implies professional expertise (an inspection is a service) vs. 'free quote' which feels transactional. 'Free inspection' also creates a commitment-level micro-conversion that leads to better close rates.

Minimum $3,500–$5,000/month in ad spend for foundation campaigns, higher in competitive metros. High-competition markets (Houston, Dallas, Denver, Chicago) may require $7,000–$12,000/month to maintain impression share.

Speed-to-lead matters enormously in foundation repair. We set up instant SMS notifications to your sales team (or an answering service for after-hours), CRM integration for tracking, and automated email sequences for backup. Goal: every lead contacted within 5 minutes.

Yes, but expect a longer conversion cycle than Google. Meta typically delivers leads at $40–$120, but those leads need 2–4 weeks of nurturing before booking inspections. Companies with strong follow-up systems book at rates that make Meta highly profitable.

Different roles. Google captures urgent buyers who are actively searching. Meta creates awareness and nurtures slower-moving prospects. Best results come from running both: Google for immediate demand, Meta for pipeline and brand recognition.

Minimum $2,000/month for Meta foundation campaigns. $3,500–$5,000/month is the typical range for established companies. Meta requires patience. The first 60–90 days build warm audiences that then convert over months.

Real warning-sign photos from job sites, before/after repair photos, short video walkthroughs of cracks and problems, and ideally owner-on-camera explainer content. We produce the editing and copy; you provide raw source material or we arrange a photo/video day.

Map Pack and GBP movement typically happens in 60–90 days. Organic results for emergency queries usually take 4–6 months to reach top 3. Once ranked, the emergency volume is consistent and high-intent. Most restoration SEO clients see 30–60% of total revenue from organic search within 12 months.

Yes. Each category is a distinct search universe with different keywords, buyer concerns, and competitors. Separate service pages (or even subdomain sections for larger companies) consistently outrank single-page approaches.

Very, due to national franchises (ServPro, Servicemaster, Stanley Steemer) plus local specialists and insurance-adjacent competitors. However, local authenticity, GBP signals, and deep content consistently beat franchise locations at the individual metro level.

Restoration Map Pack is often dominated by 2–3 national franchise locations and 2–3 strong local specialists. Breaking in requires strong review velocity (aim for 100+), consistent GBP activity, and local link authority. We build all three systematically.

Restoration CPCs are among the highest in all of Google Ads. $50–$150+ per click in competitive markets. Cost per qualified lead typically runs $150–$400, but with average jobs of $3,000–$10,000+, the economics work strongly when lead handling is fast.

$5,000–$8,000/month in ad spend is the realistic floor for restoration Google Ads, due to high CPCs. Smaller budgets exhaust daily before peak emergency hours and miss the most valuable searches. Storm-response markets may need $10,000–$20,000/month during active events.

For emergency categories, 60 seconds or less. After 5 minutes, your close rate drops by more than half. Most of our restoration clients use after-hours answering services or direct-to-mobile call routing so leads are answered 24/7.

Yes, if you qualify. LSA for water damage and restoration is highly effective because Google matches verified companies to urgent searches and homeowners trust the Google Guaranteed badge. We handle application, verification, and weekly lead disputes to reclaim cost on unqualified leads.

Yes. In a different role. Google captures the panicked emergency call. Meta builds the brand recognition that makes homeowners call YOU first when the emergency happens. The two work together: Meta for ongoing awareness, Google for immediate demand capture.

Within 2–4 hours if campaigns are pre-built. We maintain storm response templates per client (creative, copy, targeting parameters) so activation is just flipping the switch and allocating budget. Speed matters. The leads go to whoever is visible first.

$2,000–$3,500/month for baseline always-on awareness. Storm response budgets can temporarily spike to $10,000+ during major events and pay back in that week. Mold and non-urgent categories can run separately on smaller ongoing budgets.

For always-on awareness: educational content, crew in action, and community involvement. For storm response: urgent 'we're responding' messaging with real team photos. For mold: before/after transformations and insurance navigation content. All outperform stock photography dramatically.