How I Scaled a Roofing Startup to $2.2 Million in 18 Months — Lessons Learned as a Marketing Agency Founder
Embarking on a journey to scale a new roofing business from ground zero to over two million dollars in revenue within a year and a half offers a wealth of insights. As the founder of a full-funnel marketing agency, I had the privilege of orchestrating this rapid growth firsthand, and the experience has profoundly shaped my understanding of agency work, pricing, and value creation. Here’s a detailed account of how I achieved this milestone, what I learned along the way, and the critical questions now facing my business.
The Beginning: Building a Turnkey Marketing Engine
When my roofing client, a duo eager to start their own company, approached me, they had no brand, no website, and a bare-bones operation. Their goal was clear: generate leads and close roofing jobs. My role was to create an end-to-end marketing system that would continuously feed their sales pipeline.
My responsibilities included:
– Developing branding, website, and landing pages, alongside tracking infrastructure (calls, forms, automations)
– Designing and managing paid advertising campaigns on Google and Meta platforms
– Setting up and training staff on CRM systems, automations, and analytics
– Optimizing local SEO, reputation management, and social media presence
– Creating branded content — logos, flyers, and job site videos
– Handling initial inbound calls to ensure no leads were lost early on
This comprehensive approach transformed their operations into a self-sustaining lead generation hub.
The Results: Metrics and Outcomes
Over 18 months, the results were remarkable:
- Total Revenue: Approximately $2.2 million
- Profit: Around $600,000
- Number of Estimates: Nearly 600 across various channels
- Average Job Value: ~$14,000–15,000
Marketing investment:
– Initial combined spend (ad spend + my fees):
– 2024: ~$39,185
– 2025: ~$97,871
Return on Investment:
– In 2024, every dollar spent generated approximately $21 in revenue and over $6 in profit.
– In 2025, ROI decreased to about $14 in revenue per dollar, but still remained highly profitable.
Efficiency metrics:
– Close rate: ~22%
– Customer Acquisition Cost (CAC) was approximately 4%
