How West Michigan Roofing Turned One Completed Project Into 13 New Leads
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One completed roofing project can create opportunities throughout an entire neighborhood. West Michigan Roofing & Construction put that strategy into action, combining real project photography, targeted homeowner audiences, direct mail, and digital advertising to reach nearby homeowners with relevant, local marketing.
Rather than relying on generic roofing advertisements, West Michigan Roofing built a campaign around a recently completed roof and siding replacement in Kalamazoo. By featuring recognizable neighborhood work and targeting nearby homeowners, the company created a more personal way to generate awareness, interest, and roofing leads.
Every completed project is proof of a contractor's craftsmanship, credibility, and presence in a local community.
West Michigan Roofing had a compelling example: a recently completed roof and siding replacement on Texas Drive in Kalamazoo.
The opportunity was to take that single project and use it to introduce the company to surrounding homeowners through multiple coordinated marketing channels.
A real neighborhood project becomes the foundation of the campaign.
Using Predictive Sales AI's Audience Manager and coordinated campaign execution, West Michigan Roofing connected a real completed project with nearby homeowners across direct mail and digital advertising.
Use Audience Manager to identify nearby homeowners and create a targeted audience around the completed project.
Turn before-and-after project photography into relevant neighborhood marketing creative.
Coordinate postcards, Meta advertising, and Google campaigns around the same local project story.
Connect homeowners with relevant project content, promotional offers, and opportunities to request an estimate.
The campaign began by creating a custom audience around a recently completed roofing project using PSAI Audience Manager.
The initial audience focused on the 200 contacts closest to the completed project, allowing West Michigan Roofing to build its outreach around a specific neighborhood rather than a broad, generic market.
This audience became the foundation for personalized email outreach and the direct mail strategy.
A focused neighborhood audience built around a real completed roofing project.
West Michigan Roofing used real before-and-after project photography to make its direct mail campaign immediately recognizable to homeowners living nearby.
The front of the postcard featured before-and-after photography from the completed Texas Drive project. The neighborhood-specific message encouraged recipients to recognize the work completed near them.
The reverse reinforced a $1,000 roof or siding replacement offer and included a QR code directing homeowners to the West Michigan Roofing website.
The postcards began arriving in mailboxes around October 16, connecting a recognizable neighborhood project with a clear promotional offer.
The campaign extended beyond mailboxes into Meta advertising, reaching the original email audience alongside a custom homeowner audience built with property data from Audience Manager.
Creative featured before-and-after imagery, neighborhood-specific messaging, and promotional offers.
Instead of another generic roofing advertisement, homeowners encountered real work completed in their own community.
Meta results: 5 leads from $711 in ad spend, with a reported cost per lead of $143.
West Michigan Roofing also leveraged first-party audience signals, including past customers and website visitors, together with custom audiences to help Google identify relevant prospects.
The Performance Max campaign featured completed local projects and neighborhood-specific landing pages to create a more relevant experience.
PMax results: 8 leads from $781 in ad spend, with a reported $98 cost per lead.
$98 reported cost per lead
By connecting completed project content with targeted audiences and paid media, West Michigan Roofing generated measurable leads across its Google and Meta campaigns.
Total Leads Generated
Total Paid Media Spend
Blended Cost per Lead
Campaign performance reported as of October 19, 2026. Results reflect paid media leads; postcard response and downstream sales outcomes are not included in these totals.
West Michigan Roofing demonstrates how one completed project can become the foundation of a coordinated neighborhood marketing strategy.
Real project photography creates credibility. Audience Manager helps identify nearby homeowners. Postcards build local recognition. Digital advertising reinforces the message. And project-focused landing pages help turn that attention into inquiries.
The result is a repeatable approach that helps contractors get more marketing value from work they have already completed.
See how Predictive Sales AI connects completed projects, homeowner audiences, direct mail, and digital advertising to help roofing contractors generate more opportunities in the neighborhoods they already serve.
"I want to build the relationship with one person, one company that makes it feel like they're actually sitting inside my office in our day-to-day operations."
Nate Wisniewski
Lutgen Companies
"I already had a relationship with PSAI through WeatherHub. That just seemed natural to continue and bring on more of their services."
Ryan Spencer
Owner of Sharp Construction
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Chase
Exterior Source
"It’s not just a website, it’s a complete service that constantly manages the changing landscape."
Alan Blanch
Liberty Roofing
"I really have enjoyed working with you guys, and I'm happy to be in a position where I could maybe help you guys grow your business because you've done so much to help me grow mine."
Jeff Moeslein
President of Legacy Remodeling
"Since partnering with Spectrum in 2022, we've increased our lead volume by 70% from 2022 to 2023. Last year alone, we saw an additional 30% increase and doubled our net revenue, thanks to Spectrum's tools and services."
Lowell Hinte
Owner of ContractingPRO
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Nick Hutcherson
Owner | Hutcherson Construction
