From Regional Contractor to Roofing Powerhouse.

Client Overview

Crabapple Roofing is a full-service commercial roofing contractor headquartered in Atlanta, Georgia, with additional offices in Charlotte, North Carolina. Since 2010, they’ve grown into a regional leader across the Southeast covering Georgia, Alabama, South Carolina, North Carolina, and Tennessee.

The company employs over 70 trained professionals and generates approximately $64 million in annual revenue, ranking #44 on the 2025 Top 100 Roofing Contractors in the U.S. list. Their services span new roof installation, large-scale replacements, leak detection, and preventive maintenance for industrial and commercial properties.

The Challenge

Despite their scale, Crabapple’s marketing wasn’t keeping pace with growth.

• The company relied heavily on word-of-mouth and outdated digital strategies.
• Their website generated traffic but few leads.
• Local ads lacked attribution they couldn’t see which channels drove revenue.
• Competitors were dominating Google for commercial roofing searches.

Crabapple needed a sales-first marketing engine that generated qualified leads, booked more commercial projects, and delivered measurable ROI not just “visibility.”

The Solution: G-Site’s Sales-First System

G-Site installed a fully integrated marketing system built for sales, not just clicks.

1. Websites that Build Trust & Drive Sales

• Rebuilt Crabapple’s website as a conversion-optimized lead machine.
• Added job-type pages (repairs, replacements, maintenance) with real photos, trust badges, and on-page forms.
• Showcased results, safety credentials, and certifications from Carlisle, GAF, and Firestone to increase authority.

2. Local Ads – Get Seen First on Google. Get More Calls.

• Targeted Google Ads campaigns for “Commercial Roof Replacement Near Me” and high-intent B2B keywords.
• Implemented call-tracking and ROI attribution to every ad.
• Result: More booked inspections per dollar spent.

3. SEO – Rank Higher. Reach Customers.

• Optimized for service + city combinations (e.g., “Atlanta commercial roofing,” “Charlotte roof contractor”).
• Created content clusters around roof replacement, maintenance contracts, and leak repair.
• Within 90 days, Crabapple ranked Top 3 in multiple cities.

4. AI, A/B Testing – We Auto-Optimize to Boost Sales.

• G-Site’s AI ran constant testing on CTAs, contact forms, and ad copy.
• Identified high-performing variants that lifted conversion rates by 41%.

5. AI Chat & Booking – 24/7 AI That Books & Converts.

• Installed an intelligent AI chat that qualifies leads and books estimates automatically.
• Captured off-hours traffic that previously bounced converting nights and weekends into leads.

Results

• 8× Return on Total Investment in less than six months.
• +39% increase in monthly jobs booked through the website.
• Cost per lead down 47%, with better-quality commercial inquiries.
• 24/7 booking automation captured 22% more after-hours leads.
• SEO rankings improved across all five states, doubling organic visibility.

“The growth feels incredible. We’re busier than ever and we can trace every booked job back to G-SITE.”
Liz Santamaria, CMO, Crabapple Roofing

Conclusion

By aligning marketing, tracking, and booking under one Sales-First System, Crabapple Roofing transformed from a regional contractor into a Southeast powerhouse.

They now operate with predictable job flow, measurable ROI, and nationwide credibility proving that when marketing is built for performance, growth isn’t a guess; it’s guaranteed.