The Company
Apex Roofing Co. is a full-service residential roofing company in Atlanta, GA. With 4 crews and 15 years of experience, they specialize in storm damage repair, full replacements, and insurance claim assistance. They'd built a solid reputation through referrals, but were struggling to capture the surge of demand that comes after major weather events.
The Challenge
After a severe hailstorm hit northern Atlanta, Apex knew there were thousands of homeowners needing roof inspections. But so did every other roofer in the metro. The window to capture these leads is 7–14 days before homeowners either choose a competitor or forget about the damage.
Key Pain Points:
- • Storm surge created 10× normal call volume — team couldn't keep up
- • No system for triaging urgent vs. non-urgent requests
- • Competitors running aggressive door-knocking campaigns
- • Insurance claim jobs are high-value but require fast follow-up
The SpendReady Solution
We deployed a storm-response system within 24 hours of the hailstorm:
Hyper-Targeted Storm Ads
Launched geo-fenced Google and Facebook campaigns targeting ZIP codes hit hardest by the hail. Ad copy spoke directly to storm damage and free inspections. Ads went live 18 hours after the storm.
AI Booking Agent (Sam)
Sam handled the flood of inbound calls and texts, asking about damage type, property age, and insurance status. She booked inspection slots and flagged high-priority insurance jobs for immediate follow-up.
Smart Qualification
Every lead was scored on damage severity, insurance status, and roof age. Crews were dispatched to the highest-value jobs first, maximizing revenue per truck roll.
Insurance Claim Nurture
Homeowners who needed insurance help got an automated sequence with step-by-step guidance, building trust and keeping Apex top-of-mind through the 30–60 day claim process.
The Results
In 90 days following the storm, Apex Roofing captured more market share than any previous season:
Total Revenue
$68K/quarter
$214K
Leads Generated
~30/month
143 in 90 days
Close Rate
45%
78%
Ad Spend
N/A
$19K
ROAS
Unknown
11.2×
Avg Job Value
$2,800
$4,200
"The storm hit on a Thursday. By Saturday morning, SpendReady had our ads live and their AI was booking inspections. We did more business in 3 months than the entire previous year. The insurance job pipeline alone was worth 6 figures."
Kevin & Lisa Brooks
Owners, Apex Roofing Co.
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