Why We Built Roofing Launch and What It Means for Roofing Companies

Over the last couple of years, I have audited dozens of roofing companies on camera — tearing apart their Google Business Profiles, their Maps presence, their websites, and the agencies they hired. The pattern is always the same: a roofing contractor paying $3,000 to $5,000 a month for SEO, getting ranking reports full of keywords nobody searches, and wondering why the phone stopped ringing.

At the same time, I have been training young adults through the BlitzMetrics AI Apprentice program and our Local Service Spotlight ecosystem — building vertical marketing agencies led by specialists who actually understand specific industries. Luke Crowson built HVACgrowth.co for HVAC contractors. And now, Ethan Van De Hey is leading Roofing Launch — a roofing-only marketing agency powered by the same BlitzMetrics methodology we use for Fortune 500 brands.

Who Is Ethan Van De Hey?

Ethan is not some random kid with a laptop calling himself a “digital marketing expert.” He is the Marketing Manager at Infinity Exteriors — one of Wisconsin’s largest roofing, siding, and windows companies — and he grew them $20 million in a single year. He holds an MBA from the UW MBA Consortium, hosts the Encourage Mindset podcast with over 100 episodes, and has been publishing thought leadership on BlitzMetrics about billboard advertising, radio campaigns on ESPN Milwaukee, and home show marketing strategy for roofing companies.

I have been mentoring Ethan since 2022, when he was still a college student at UW-Eau Claire. I watched him struggle at a law firm that didn’t let him do real marketing. I watched him earn his MBA while working full-time. And I watched him land the role at Infinity Exteriors and immediately start producing results. He joins our weekly Office Hours calls, he contributes articles, and he is the kind of person who films a LinkedIn video the same day you suggest it — and actually posts it.

I have called him “the Mr. Beast of roofing” because of his content-driven approach to brand building. He understands that trust is built through real stories, real community engagement, and real proof — not through fake SEO reports and vanity metrics.

Why Roofing Needed Its Own Agency

Every time I audit a roofing company, I find the same problems. The agency they hired is a generalist — they also do dentists, lawyers, and chiropractors. They have never been to a home show. They do not understand storm damage lead cycles, seasonal patterns, or why a roofer in Dallas has a completely different local search environment than a roofer in Milwaukee.

When I audited Capital City Roofing’s Google Business Profile, it was clear that the companies winning in Maps are the ones who treat their GBP like a real marketing channel — not an afterthought. The ones losing are paying agencies to “do SEO” while their Google Business Profile has no posts, wrong categories, missing photos, and zero engagement signals.

Roofing Launch exists to fix that. It is the roofing vertical of Local Service Spotlight, built on the exact same Maps Visibility System we deploy at HVACgrowth.co and across our other vertical brands. The difference is that every strategy, every tactic, and every playbook is tuned specifically for roofing contractors.

What Roofing Launch Actually Does

The core offering is the Maps Visibility System — an ongoing Google Maps optimization and location service page improvement system for established roofing businesses. It starts with a free 7-day trial: we run initial visibility work and measure real improvement. If there is no measurable improvement, no charge. If there is, the system continues at $1,500/month for ongoing optimization.

This is not a one-time setup or a vague “SEO package.” It is continuous monitoring, geo-grid ranking reports tied to actual call data, GBP optimization around the three engagement signals that actually drive Maps rankings (website clicks, driving directions, and phone calls), and location service page improvements built on E-E-A-T with real proof from your business.

The Team

Ethan serves as CEO of Roofing Launch. He brings the roofing industry expertise — the operator perspective, the understanding of how homeowners actually find and choose a roofer, and the credibility that comes from running marketing at one of Wisconsin’s largest exterior companies. You can read more about his journey in my article From College Student to Home Services Marketing Star.

I serve as co-founder and CTO, bringing the BlitzMetrics methodology, the Dollar-a-Day framework, the Nine Triangles system, and the same data-driven approach we have used for Nike, Red Bull, the Golden State Warriors, Ashley Furniture, and hundreds of local service businesses. Our About Us page has the full story.

Roofing Audits and E-E-A-T: The Proof Behind What We Do

We do not just talk about roofing marketing — we show it. I have personally audited roofing companies on camera, connected with dozens of roofers across the country, and published the findings publicly so other contractors can learn from them. This is what real E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) looks like — not keyword-stuffed blog posts, but actual proof of working with real businesses in the roofing industry.

Here are some of the roofing audits and analyses we have published:

• Why Capital City Roofing’s Google Business Profile Is Winning and Their Website Isn’t (Yet) — A deep dive into what Brad Strawbridge is doing right on Maps and what needs to improve on the website side.
• How Brad Strawbridge Scaled Capital City Roofing to $10M With AI — How one roofer combined AI tools with servant leadership to build a fast-growing roofing company.
• The #1 Lesson Every Roofing Contractor Can Learn from Negative Reviews — Why studying your negative reviews is one of the best things a roofing company can do.
• The $15,000 Roofing SEO Scam: AI Wix Sites That Don’t Rank — A warning about a common scam targeting roofing contractors with overpriced AI-generated websites.
• Why Home Shows Are Your Roofing Company’s Secret Weapon — How face-to-face events build lasting brand familiarity for roofers.
• Turning Awareness into Opportunity: How Roofing Companies Can Win with Smarter Marketing — Why 60 percent of potential customers have never heard of your local roofing company and what to do about it.
• Why Financing Options Are the Ultimate Growth Tool for Roofing Companies — How offering payment plans can unlock a larger customer base.

These are not theoretical case studies — they come from real relationships, real audits, and real conversations with roofing company owners who trust us enough to let us tear apart their marketing on camera. That is the level of transparency and experience we bring to every Roofing Launch engagement.

If You Are a Roofer Reading This

If you are a roofing company owner and you want to know how you actually look in Google Maps right now — not what your current agency tells you, but what the data actually shows — request a Maps audit from Roofing Launch. It is free, there is no obligation, and if we cannot produce measurable improvement in 7 days, you pay nothing.

And if you have already been burned by an agency that promised the world and delivered ranking reports for keywords nobody searches — you are not alone. That is exactly why we built this.

Want to see how the site was actually built? Read How a Claude Agent Built RoofingLaunch.co in One Session for the full step-by-step process documentation.