How Progressive Roofing Turned Unqualified Leads into a 13× ROI Growth Engine.

Client Overview

Founded in 1978, Progressive Roofing has grown from a family-run operation into one of the largest roofing contractors in the U.S., with:

• 1,700+ employees nationwide
• $438M+ annual revenue
• Thousands of projects annually across commercial, industrial, institutional, and government sectors

Now a TopBuild company, Progressive continues to deliver complex roofing and waterproofing projects coast-to-coast while maintaining its family-driven culture and focus on quality, safety, and service.

Client Challenge

Despite its scale and reputation, Progressive faced growing pains in the digital era:

• High ad spend but low-quality leads
• No unified marketing system across regions
• Limited visibility into which campaigns actually drove revenue
• Website and landing pages weren’t optimized for conversion

The company needed a centralized, measurable marketing system to increase ROI, attract more qualified commercial leads, and reduce wasted spend all while aligning its marketing with its national growth goals.

Solution: G-Site’s Sales-First System

1. Website Rebuild - Designed to Sell, Not Just Look Good

G-Site transformed Progressive’s web presence into a conversion-focused platform, optimized for commercial decision-makers:

• Clear service segmentation (commercial, institutional, government)
• Case studies, certifications, and trust signals placed above the fold
• Geo-targeted landing pages for each major region

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

• Google Ads campaigns built around “commercial roof repair,” “industrial re-roofing,” and “roof maintenance contracts.”
• AI-driven targeting by industry verticals (education, healthcare, logistics, etc.)
• Dynamic call and form tracking connected to Progressive’s CRM

3. SEO - Rank Higher. Reach Customers.

• Technical SEO overhaul with schema markup, fast-loading pages, and AI content creation for 25+ metro markets
• 200+ keyword-targeted service pages built for long-term organic lead flow
• Results: 300% growth in high-intent keyword rankings and dominant visibility across target states

4. AI A/B Testing - Auto-Optimize for Conversions

• Weekly AI-led experiments testing CTAs, hero headlines, and quote forms
• Smart lead filtering logic pre-qualified visitors by project type and budget
• Conversion rate increased by 47% within the first 90 days

5. 24/7 AI Chat & Booking

• G-Site’s AI chatbot handled lead qualification after hours, scheduling site inspections automatically
• Reduced response time by 70% and captured 19% of new bookings outside business hours

Results

13× ROI on total marketing investment.
47% conversion rate increase from all online leads
32% lower cost per qualified lead
300% more SEO visibility in priority markets
19% of new jobs booked via AI Chat
Full attribution tracking tied leads directly to revenue

“Before G-SITE, we were flying blind. Now, every lead is tracked, every ad is measured, and our ROI is clear. It’s a true growth engine.”
Kristi Riemer, Marketing Director, Progressive Roofing

Conclusion

By integrating G-Site’s Sales-First System, Progressive Roofing turned its nationwide reputation into a digital growth powerhouse.
The results speak for themselves less wasted ad spend, more qualified commercial leads, faster response times, and 13× return on marketing investment.

Today, Progressive’s website isn’t just a brochure it’s a sales machine running 24/7, powered by AI, SEO, and a system built to convert.