The brief: building from the ground up
Altitude Roofing came to Brand Butter as a new business with no brand, no website, and no digital footprint — a true ground-zero launch. The objective was to establish Altitude as a credible, professional roofing company in the Fredericton market, competing immediately against established players with years of online presence.
Brand Butter delivered a complete brand identity, the company's first-ever website, and a targeted paid social campaign — all within the company's first operating year.
01. Brand identity
Altitude Roofing entered the market with zero brand recognition. The identity needed to communicate trust, professionalism, and local expertise from day one — before a single shingle was installed.
We developed a complete visual identity: logo mark, colour palette, typography system, and brand guidelines — giving Altitude a consistent, credible presence across every customer touchpoint. The result is a brand that looks and feels like an established company, despite launching from scratch.
02. Website launch
Altitude Roofing had never had a website. Brand Butter designed and built their first-ever site from scratch — not as a digital brochure, but as a traffic-converting, lead-generating platform built to compete in local search from day one.
The site was architected around local SEO, with pages and content structured around the specific searches Fredericton homeowners perform when they need roofing services, repairs, or estimates. Service pages, a blog content hub, clear estimate CTAs, mobile-first design, and a full analytics foundation were all built in at launch.
The blog content strategy began ranking in organic search within months of going live, pulling in qualified Fredericton homeowners — not just clicks, but readers spending real time on the site. Average engagement time from organic search was 67 seconds, the highest of any acquisition channel.
03. Where visitors came from
In the first year of operation (June 2025 – May 2026), Altitude Roofing's website generated 3,829 total sessions:
- 1,304 Direct — word of mouth and brand recognition building
- 1,230 Organic search — Google + Bing driving qualified visitors
- 534 Paid social — Meta campaigns converting interest into traffic
Notably, AI discovery is already happening: ChatGPT, Perplexity, and Microsoft Copilot all appeared as referral sources — Altitude is showing up in AI-assisted search results within its first year of existence.
04. Meta advertising
With a total ad spend of just $3,802 CAD over a 9-month campaign window (June 26 – October 31, 2025), Meta advertising delivered:
- 472,000+ impressions across all campaigns
- 310 direct Messenger conversations (at $10.90 per conversation)
- 479 landing page views from Advantage+ at just $0.55 per view
- 3,206 total link clicks
The campaign breakdown included an Advantage+ Campaign ($262 CAD, 85K impressions, 479 landing page views), a Messenger Lead Campaign ($3,381 CAD, 364K impressions, 310 conversations), and targeted post boosts for metal roofing and general awareness.
First-year results at a glance
- 2,754 total website users, year one
- 67s average engagement from organic search
- 26% of all traffic from organic search
- 719 organic search visitors
- 472K+ total Meta ad impressions
- $3,802 total Meta ad spend (CAD)
- 310 Messenger lead conversations
- $0.55 cost per landing page view (Advantage+)
- 9 months active ad campaign window