Fil Chauffant Toiture · Roof heating cable installation · SEO — organic search · 2026
How a roof heating cable installer quadrupled its organic clicks
This trade sells in about three months of the year. Everything else is preparation for the first ice dam.
The results, up top — every number is in the strip below
524
organic clicks
from 133, matched twelve months
+294%
organic clicks
twelve matched months
+21%
impressions
40,134 → 48,537
4×
clicks on a near-flat footprint
better click-through, not more reach
3
month selling season
pages ranked before the first freeze
A single seasonal product almost nobody searches for by name.
Fil Chauffant Toiture installs heating cable on roofs and in gutters to stop ice dams and the water damage they cause in Quebec winters.
The trouble is vocabulary. Homeowners search for the symptom — ice on the roof edge, icicles, water coming through the ceiling — not for the product name. And they search in a narrow winter window, so a site that is not already ranking in November has missed the year.
“People do not wake up wanting heating cable. They wake up to a stain on the ceiling and icicles the size of an arm. My page has to be the answer to the icicles.”
So the content was built on the symptom, and built before the season.
Symptom-first content, published ahead of the winter window.
Coverage was written around ice dams, icicles, gutter freezing and interior water damage — the things a homeowner actually types — with the product as the resolution rather than the entry point.
Timing mattered as much as content: pages needed to be indexed and ranking before the first freeze, because there is no second chance inside a season.
Clicks grew 294% while impressions grew 21%. Unusually, this site is not appearing much more often — it is being chosen far more often when it does, which is what symptom-matched content should do.
Symptom-led content, pre-season timing, technical foundations.
Answering the icicles, not the product name.
Symptom-led content
Wrote for what the homeowner types
Ice dams, icicles, gutter freezing, ceiling stains. The product is the answer, not the search term.
Pre-season timing
Ranked before the first freeze
A three-month selling window offers no second chance. Pages were in place ahead of it rather than during it.
Better click-through, not more reach
Clicks +294% on impressions +21%
The site barely appears more often. It wins far more of the appearances it already had — the intended effect of symptom matching.
Small absolutes, published plainly
524 clicks, stated as such
A narrow seasonal trade produces modest numbers. The absolute is on the page so the percentage cannot stand in for it.
Twelve matched months: +294% organic clicks on a narrow seasonal trade.
Google Search Console
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Screaming Frog
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123Couvreur
95,129 impressions in 9 months from zero
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123Couvreur — Google Ads
103 quote requests
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124 forms + 109 calls
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139 → 260 ad-extension calls
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Bumble — UGC ads & creator partnerships
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450+ assets · 60+ creators
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Dashing Diva — Full-funnel campaign
CAC −24% · 3→7 channels
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Dockers — Influencer & whitelisting
16M+ views · 80+ influencers
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Dr du Matelas — SEO
+118% profile calls
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Electrolibre
498 first-time calls
Retail & e-commerce
EnMouvement
107 → 293 ad calls
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Entretien Squidgee — SEO
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Erco Électrique
−47% spend, +72% calls
Home services & trades
EVRY Jewels — Full-funnel growth
$6M → $100M · 7×+ ROAS
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Farrukh Ahmed CPA — Local SEO launch
position 50 → 17 · +166% desktop map impressions
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Fil Chauffant Toiture — Meta Ads
45 leads · CA$38.53
Home services & trades
Fil Chauffant Toiture — SEO
133 → 524 clicks
Home services & trades
Food Allergy Institute — Paid media and booked consultations
243 → 1,012 consultations/mo · cost per landing page view −30%
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Future Forward — Performance-driven creator campaign
CPA −20% · 5 platforms
Education & training
Geo Stone
275 leads at CA$19.59
Home services & trades
Geo Stone — Google Ads
93 → 198 calls from ads
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Geo Stone — SEO
1,476 → 3,025 clicks
Home services & trades
Gouttières Grand-Montréal — SEO
53 → 327 clicks
Home services & trades
HelloFresh — Dark posting at scale
17 countries · CPA −20% MoM
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Her-Age
6.63× tracked ROAS
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Hopper — Performance creative at scale
300+ assets/mo · CAC −20%
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HUBZ404
90 → 86,773 impressions
Events & venues
HUROM — Full-funnel paid media & influencer strategy
ROAS +300% · CPA −70%
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Icelandic Provisions — Influencer-led branded creative
3M+ impressions · 9%+ CTR
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Impact Santé
ROAS 13.62× → 14.96×
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Impact Santé+ — SEO
+36% clicks · +91% impressions
Education & training
Inspections Nicolas Landry — SEO
+117% impressions
Home services & trades
iTrustCapital — UGC & paid media
CVR +100% · CAC −65%
Fintech & financial services
JDM Drive — SEO
37,831 clicks · from zero
Automotive
JDM Engine Direct
$1.42M tracked revenue at 14.62×
Automotive
Katchoo — Meta Ads
CA$11.15 per lead
Home services & trades
K&R Strategic Partners
$24,740 in tracked value from zero
Professional services
K&R Strategic Partners — SEO
0 → 76,344 organic impressions
Fintech & financial services
LAHA
24 → 475 tracked conversions
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L'Entrepôt de la Réno
5.55× ROAS while tripling spend
Retail & e-commerce
L'Entrepôt de la Réno — Google Ads
CA$356k → CA$1.9M tracked revenue
Retail & e-commerce
L'Entrepôt de la Réno — SEO
111,651 → 280,019 clicks
Retail & e-commerce
L'Exterminateur en Ligne
ROAS 3.27× → 5.51×
Home services & trades
L'Exterminateur en Ligne — Meta launch
9.60× ROAS in the first 3 months
Home services & trades
L'Exterminateur en Ligne — SEO
+20% clicks · +47% impressions
Retail & e-commerce
Linktree — Organic social, series & design
5× reach · 10M views
Consumer apps & platforms
Living Beauty
+225% purchases, matched months
Retail & e-commerce
Living Beauty
402,490 → 1,007,144 impressions
Beauty & personal care
Madhippie — Performance creative
50+ assets/mo · 30%+ thumbstop
Beauty & personal care
Marvel Styles — Disney — Organic social
+40% saves · 9%+ engagement
Apparel & fashion
MDF Mécanique — Google Ads
187 ad calls · CA$37 each
Automotive
MDF Mécanique Laval
240 leads at CA$33 from CA$7,966
Automotive
Medic Québec
152 → 3,855 organic clicks
Health & medical
Mindbloom — Influencer marketing & paid social
CAC −25% · referrals +40%
Health & medical
Miniso — Influencer activations
7M+ views · 200+ activations
Retail & e-commerce
Miro — B2B creator marketing
20M+ impressions · 25 KOLs
B2B & SaaS
Mogu Mogu — Influencer-led high-reach campaigns
#28 → #3 · 445M+ views
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National Consumer Panel — UGC-driven acquisition & paid media
CPI −30% · CPA −20%
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National Debt Relief — UGC, performance creative & influencer strategy
CVR +25% · CAC −30%
Fintech & financial services
NATIVE — UGC, studio content & retouching
1,000+ assets · 50+ creators
Beauty & personal care
Nettoyage Danfour
+39% leads at −26% cost, flat budget
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Nettoyage Danfour — SEO
+228% organic impressions
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New Balance — Casting, post-production & influencer marketing
7 athletes · 750k audience
Apparel & fashion
NielsenIQ — Global UGC at scale
100 creators/mo · $20M+ media
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Nordstrom / Wildfang — Micro influencer & gifting
500+ assets · 10M+ views
Apparel & fashion
Nurse.com — Influencer-led creative strategy
200k+ users · <$0.20 CPC
Health & medical
Nuun — Nestlé — Influencer marketing & UGC
60%+ TOFU capture · +30% engagement
Food & beverage
Oever — Event promotion (Google Ads)
1,678,801 impressions · $3.05 CPM
Events & venues
Peintres Montréal — SEO
+441% sessions
Home services & trades
Peinture Marcil — SEO launch
0 → 2,176 sessions
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Pièces d'auto La Plaine
561 → 1,669 calls, flat spend
Automotive
Plomberial — Meta Ads
30 leads · CA$32.97
Home services & trades
Plomberial — SEO
+887% impressions
Home services & trades
Polarsteps — UGC strategy & content production
136+ assets · 60+ creators
Travel & mobility
Prépa PPL — audience launch
0 → 1,575 sessions/month
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Rail Europe — Creator-led UGC & content strategy
28+ outputs · 2 audience contexts
Travel & mobility
Réparation Toiture Montréal
Sessions 523 → 1,367 matched
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Santoy Calgary Painters — SEO
+46% sessions
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Secourisme RCR Plus — SEO
+100% impressions · clicks steady
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Slynumber — Creator strategy & paid media
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Soffite Fascia Montréal
143,856 impressions from near zero
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Solution Cimex
48 → 387 calls from ads
Home services & trades
Solutions Prox-Secur — SEO
565 → 5,195 clicks
B2B & SaaS
SOS Électricien Montréal — SEO
+17% clicks · +24% reach
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SOS Plombier Montréal
+263% organic sessions
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Stone Decorative — Organic recovery and tracked calls
137 → 1,075 monthly clicks · +85% calls
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Sudipta Fitness
CPL $876.65 → $32.43
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Over 253x 5-star
reviews
"Their transparency, attention to detail, and collaborative approach made them feel like an extension of our own team."
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