Home Services · Bellevue · 2025
Cascade Roofing: +312% organic leads in 9 months.
An established Bellevue roofing contractor was getting most of its leads from referrals and paid ads. We rebuilt its service-area SEO and citation footprint. Nine months later, organic was the dominant channel and the CAC dropped 41%.
The challenge
Strong reputation, invisible online.
Cascade Roofing had been operating in Bellevue for 18 years with a stellar reputation. The phone rang because of referrals and the occasional Yelp click. But ranked search traffic was almost zero — the home page was thin, service pages were copy-pasted across cities, and the Google Business Profile hadn't been touched in three years.
Meanwhile, two newer competitors with worse reviews were outranking them for high-intent queries like "metal roof replacement Bellevue" and "emergency roof repair near me." Cascade was paying $38 per click in Google Ads to win traffic they should have been getting for free.
Our approach
Service-area SEO done with depth, not templates.
We mapped 12 cities × 7 services — 84 high-intent landing pages — and wrote each one as a real, photo-supported page with local copy, real project examples, neighborhood callouts, and unique FAQs. No spun content, no template that Googlebot would obviously discount.
In parallel we cleaned and built citations across the 80+ directories Google's local algorithm trusts in WA, rewrote the Google Business Profile description and services, ran a structured review-velocity campaign with the team, and added Service + LocalBusiness schema to every page.
Technical work happened in the background: Core Web Vitals on every page got to "Good," internal linking was restructured around a topic-cluster model, and we added 9 supporting blog posts that earned 14 backlinks from trade publications.
Results
9 months later: organic is the dominant channel.
By month three, 31 of the 84 city × service pages were on page one for their primary query. By month nine, all 84 were. Organic lead volume grew 312%, and because the leads came from people searching for the exact service, close rates were higher than the paid-ads cohort.
Cost per acquisition across all channels dropped 41% as paid ad spend got reallocated toward retargeting and away from cold acquisition. The Google Business Profile alone now generates more direct calls per month than the old paid program did.
Cascade has since expanded the engagement to include a paid social pilot and a Shopify storefront for their roof inspection product. The SEO work compounds every month with zero additional spend.
Run a service business in the Pacific Northwest?
If your service area covers more than one city, we can almost certainly do the same kind of compounding SEO work for you. Book a call and we will scope it.
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