How integrated digital marketing transformed website visitors into qualified metal roofing leads.*
For over three years, Swita Metal Roofing has worked with Jessie Hartman to grow their online presence first with another agency and, since September 2024, with Profit Path SEO. When you work together that long, you learn what drives real results: not just traffic, but qualified leads from homeowners ready to invest in metal roofing.
In 2025, this family-owned Madison business saw transformative growth: conversions increased 87% year-over-year while maintaining an organic conversion rate of 17.1%, more than three times the typical 2-5% industry average. More importantly, those conversions represent real Wisconsin homeowners requesting estimates, asking questions about financing, and scheduling consultations for metal roofing installations across the state.
The goal
Generate qualified metal roofing leads that could be tracked and followed up on efficiently. Profit Path SEO focused on SEO, paid search (Google Ads), and website conversion optimization, while a partner agency handled geo-targeted display advertising, social media campaigns, and strategic radio bursts. Together, this integrated approach maximized reach across Wisconsin while maintaining exceptional conversion quality.
SEO, Paid Search, and Conversion Optimization
Note: Geo-targeted campaigns and broader social media advertising were managed by another marketing partner. This case study focuses on the results from SEO, Google Ads search, LinkedIn, and website/CRO managed by Profit Path SEO.
SEO (Organic Search)
Profit Path SEO implemented a comprehensive SEO strategy for Swita Metal Roofing targeting keywords across the entire buyer journey with particular focus on decision-stage keywords that drive conversions, not just traffic.
Search Visibility That Converts
- Organic clicks increased 180% year-over-year
- Search impressions nearly tripled (189% growth)
- Average search position improved consistently throughout the year
- Most importantly: Organic search traffic converted at 17.1%, meaning nearly one in five visitors from Google became a tracked lead
Swita Metal Roofing maintained stable positioning 20-40 positions ahead of key competitors throughout 2025. While competitors experienced ranking volatility, Swita’s stable visibility ensured a consistent flow of leads when Wisconsin homeowners searched for metal roofing solutions.
Google Ads: Scalable Lead Generation with Elite Conversion Rates
While SEO built long-term visibility, Google Ads provided immediate scalability. Profit Path SEO launched Performance Max (PMAX) campaigns for Swita Metal Roofing targeting the core market and test markets across Wisconsin.
PMAX Campaign Performance
The primary PMAX campaign delivered strong session volume and conversion rates, proving the model worked at scale. All campaigns maintained exceptionally high new user acquisition rates, ensuring the marketing budget reached fresh prospects rather than repeatedly targeting the same audience.
This combination of high new user rates and strong conversion performance created a scalable model for Swita Metal Roofing's geographic expansion.
Website Optimization: Converting Traffic to Tracked Leads
Profit Path SEO optimized Swita Metal Roofing's website for mobile users who represent the majority of traffic and implemented HubSpot tracking to capture every lead and phone call.
Conversion-Focused Results
Key landing pages achieved engagement rates well above industry standards, with the estimate page performing exceptionally well. Most impressively, organic search traffic converted at 17.1% meaning nearly one in five visitors from Google became a tracked lead. That's 3-5 times the industry average of 2-5%.
Complete Lead Visibility Through HubSpot
HubSpot integration provided Swita Metal Roofing with complete visibility into the lead generation process:
- Tracked leads with full contact information and source attribution
- Phone call conversions with real-time notifications
- Complete lead attribution showing exactly which marketing channels drove results
For a business built on personal consultations, knowing where every lead came from and being able to follow up immediately was transformative. Swita Metal Roofing could now see which keywords, ads, and content pieces generated the highest-quality leads, enabling continuous optimization of the entire conversion funnel.
The 2025 Results: Conversion Growth That Drives Revenue
Search Engine Dominance:
- Organic search traffic nearly tripled, with clicks increasing 180% and impressions up 189%
- Achieved first-page rankings for critical decision-stage keywords, including #4 for "metal roofing financing"
- Maintained stable 20-40 position lead over competitors throughout the year
- Organic conversion rate of 17.1% more than 3x the industry average
On-page SEO for high-intent services
Paid Search Performance:
- PMAX campaigns delivered strong conversion volume while maintaining elite new user acquisition rates
- Test campaigns in secondary markets validated scalability with similar conversion quality
- Proved the paid model works across multiple Wisconsin markets
Website & Conversion Optimization:
- Mobile traffic optimization drove substantial engagement improvements
- Key landing pages achieved engagement rates well above industry benchmarks
- HubSpot integration enabled complete lead tracking
- Website sessions nearly doubled while maintaining high engagement quality
Business Impact:
These results translated into real business growth for Swita Metal Roofing a steady stream of qualified Wisconsin homeowners requesting estimates, scheduling on-site consultations, and choosing Swita for metal roofing installations backed by 50+ year warranties. The company expanded into multiple new Wisconsin markets with confidence, knowing the conversion model works at scale.
What Made It Work: Aligning Marketing With the Buyer Journey
Swita Metal Roofing’s 2025 success came from aligning digital marketing with how homeowners actually buy metal roofing and optimizing for conversions at every stage.
Early Research Stage
SEO content and product pages educated homeowners about metal roofing benefits durability, energy savings, insurance advantages, and weather protection. This built trust and positioned Swita Metal Roofing as the expert before homeowners ever requested an estimate.
Comparison Stage
Top rankings for product-specific keywords (brand-name steel shingles, standing seam systems) helped homeowners understand their options. When they searched for specific products, they found Swita’s expertise and installation services.
Decision Stage
First-page rankings for “metal roofing financing” and “metal roofing quotes” captured buyers ready to move forward. Google Ads ensured Swita’s visibility even for competitive terms, while HubSpot tracking captured every lead immediately.
Conversion Stage
Mobile-optimized pages, clear calls-to-action, and simple forms made it easy to request estimates or call Swita directly. High engagement rates on key landing pages proved that visitors found exactly what they needed.
The integrated approach combining Profit Path SEO’s expertise in organic search, paid advertising, and conversion optimization with partner agency strengths in programmatic display, social media, and radio ensured Swita Metal Roofing had visibility at every touchpoint in the customer journey.
The Bottom Line: Conversions Drive Revenue, Not Just Traffic
Three years into the partnership, Swita Metal Roofing continues to see record-breaking growth. Their 2025 performance 87% conversion growth while maintaining elite 17.1% organic conversion rates demonstrates that strategic, data-driven digital marketing delivers lasting results.
Swita’s decision to follow Profit Path SEO from day one wasn’t just about loyalty it was about trusting a partner who understands that traffic is meaningless without conversions. A partner who knows the metal roofing market, the Wisconsin customer, and what it takes to turn website visitors into qualified leads year after year.
Ready to see similar results for your business?
If you’re ready to build a digital presence that drives real, sustainable growth, let’s talk. Profit Path SEO specializes in helping Wisconsin businesses like yours achieve measurable results through strategic, data-driven digital marketing.