FatRank Drives 212_ Increase in Manchester Roofing Leads for Apex Roofing Solutions
                     FatRank Drives 212% Increase in 
Manchester Roofing Leads for Apex 
Roofing Solutions 
1. Overview 
Client Business Name: Apex Roofing Solutions 
Industry: Roofing & Roof Repairs 
Location Targeted: Manchester, Greater Manchester 
Services Provided by FatRank: Local SEO, Google Ads (PPC), Conversion-Focused 
Landing Pages, Call Tracking & Analytics 
Client’s Main Goal: Dominate local search in Manchester and increase qualified roofing 
enquiries while reducing cost per lead 
Timeframe: 9 Months 
When Apex Roofing Solutions approached FatRank, they were generating inconsistent 
enquiries and relying heavily on word-of-mouth referrals. Their goal was clear: become the 
go-to roofing company in Manchester and secure a predictable, scalable flow of high-quality 
leads. 
FatRank delivered a data-led local SEO and paid advertising strategy that resulted in a 212% 
increase in monthly enquiries, top 3 rankings for 18 high-intent keywords, and a 38% 
reduction in cost per lead within nine months. 
 
2. The Challenge 
Apex Roofing Solutions operated in a highly competitive Manchester roofing market. 
Established competitors dominated Google’s first page for key terms such as: 
• “Roof repairs Manchester” 
• “Emergency roofer Manchester” 
• “Flat roofing Manchester” 
Key challenges included: 
• No first-page rankings for primary local search terms 
• Poorly structured Google Ads account with high wasted spend 
• Website not optimised for conversions 
• No accurate call tracking or lead attribution 
• Seasonal fluctuations in enquiry volume 
Despite investing over £3,000 per month into marketing, the company averaged just 19 
enquiries per month, with an inconsistent close rate and unpredictable revenue. 
They needed a structured, performance-driven strategy built around local SEO in 
Manchester and high-intent paid traffic. 
 
3. The Strategy 
FatRank developed a dual-channel approach combining: 
1. Local SEO Campaign (Manchester-Focused) 
• Creation of location-optimised landing pages targeting roofing services in Manchester 
• Technical SEO improvements to improve crawlability and page speed 
• High-authority backlink acquisition from relevant UK home improvement websites 
• Google Business Profile optimisation 
• Structured data implementation for local search visibility 
2. Google Ads Restructuring 
• Full audit and rebuild of PPC campaigns 
• Separation of emergency, repair, and installation campaigns 
• Introduction of negative keyword filtering to reduce wasted spend 
• Conversion-focused landing pages for each core service 
• Advanced call tracking with keyword-level attribution 
The objective was simple: dominate high-intent search terms and convert visitors into booked 
site surveys. 
 
4. Implementation 
Technical & On-Site SEO 
Within the first 60 days, FatRank: 
• Rebuilt service pages targeting “Roof Repairs Manchester” and related variations 
• Optimised metadata and internal linking structure 
• Improved mobile page load speed from 4.8 seconds to 1.9 seconds 
• Added trust signals including reviews, accreditations, and case studies 
Content & Authority Building 
Over 6 months: 
• 24 geo-relevant backlinks acquired 
• 8 SEO-optimised service pages published 
• Google Business Profile posts published weekly 
• 67 new 5-star Google reviews generated through a review acquisition process 
PPC Performance Optimisation 
• Reduced cost-per-click from £9.40 to £6.10 
• Increased Quality Score across core campaigns from 5/10 to 8/10 
• Introduced call-only ads for emergency roofing terms 
By month 4, the campaign was already outperforming previous yearly averages. 
 
5. The Results 
After 9 months, the impact was measurable and significant. 
Organic Rankings 
• #1 for “Roof repairs Manchester” 
• #2 for “Emergency roofer Manchester” 
• #3 for “Flat roofing Manchester” 
• 18 high-intent keywords ranking in the top 3 
• 41 keywords ranking on page one 
Traffic Growth 
• 168% increase in organic traffic 
• 94% increase in Google Business Profile interactions 
• 72% increase in phone calls from organic search 
Lead Generation Growth 
• Enquiries increased from 19 per month to 59 per month 
• 212% increase in monthly inbound leads 
• Google Ads leads increased from 11 to 27 per month 
• Cost per lead reduced from £146 to £91 (38% reduction) 
Total average monthly leads: 86 qualified enquiries 
 
6. ROI & Business Impact 
The real impact wasn’t just rankings - it was revenue. 
With an average job value of £2,750 and a conservative close rate of 35%, the new lead 
volume translated into: 
• Approx. 30 new jobs per month 
• £82,500 in monthly revenue generated from inbound leads 
• Over £742,500 in projected annual revenue directly attributable to marketing 
Marketing spend remained consistent at £3,500 per month, meaning ROI exceeded 1,870% 
over the 9-month period. 
Additionally: 
• The business hired two new roofing teams 
• Expanded service coverage into Salford and Stockport 
• Reduced dependency on third-party lead platforms 
FatRank didn’t just increase traffic - they transformed Apex Roofing Solutions into a market 
leader in Manchester roofing. 
 
7. Client Testimonial 
“Before working with FatRank, we were stuck relying on referrals and expensive lead sites. 
Within months, we started ranking at the top of Google for roofing services in Manchester, 
and the phone hasn’t stopped ringing since. 
We’re now consistently booking 50–60 enquiries per month, and the quality of leads is far 
better than anything we’ve had before. The ROI has been incredible - we’ve doubled the size 
of our team and are already planning further expansion. 
FatRank genuinely delivers what they promise.” 
- James Cartwright, Director, Apex Roofing Solutions 
 
8. Why This Matters 
Local service businesses in competitive industries often believe they must rely on: 
• Lead generation marketplaces 
• Expensive directories 
• Price-based competition 
This case study proves otherwise. 
With a structured SEO and Google Ads strategy focused on Manchester roofing services, 
businesses can: 
• Control their own lead pipeline 
• Reduce cost per acquisition 
• Build long-term digital assets 
• Scale predictably 
Search intent is powerful. When someone searches for “roof repairs Manchester,” they need 
immediate help. Ranking at the top means capturing that demand at the exact moment of 
purchase intent. 
FatRank builds systems that convert that demand into measurable revenue. 
 
9. Call to Action 
If you’re a service-based business looking to dominate local search, reduce cost per lead, and 
generate predictable monthly enquiries, FatRank can build a strategy tailored to your market. 
Whether you need local SEO, Google Ads management, landing page optimisation, or a 
complete lead generation system, the focus remains the same - measurable ROI. 
Stop relying on inconsistent referrals and overpriced lead platforms. 
Contact FatRank today and discover how a data-driven lead generation strategy can transform 
your business.