Toiture Grand-Montréal · Roofing · Local SEO · 2026
How Toiture Grand-Montréal turned local search visibility into website visits
Six matched months of local search data: profile impressions up 36%, clicks through to the site up 76%. We had originally drafted a much larger number for this client and it did not survive checking.
+76%
clicks to the website
from the business profile, six matched months
The results, up top — every number is in the strip below
+76%
clicks to the website
131 → 230, matched months
+36%
profile impressions
3,630 → 4,939
6 mo
matched comparison window
only months present in both years
2
figures corrected
a +184% claim retracted, calls down 30%
1
surface most trades ignore
the business profile
01 — The challenge
A local listing doing most of the work with none of the attention.
Toiture Grand-Montréal is a roofing contractor serving the greater Montreal area, in a trade where a large share of demand is resolved directly on the map rather than on a website.
This is also the case study where we have the most to correct. An earlier internal draft claimed a 184% impressions increase; on matched months the true figure is 36%. Call clicks are actually down 30%. Both corrections are reflected here, and the profile is presented as a growing channel rather than a transformation.
“Half my customers find me on the map, not on the website. If that listing is not working, nothing else I pay for really matters.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
For a roofing contractor that is accurate. The business profile is usually the highest-intent surface a local trade has, and it is also the one most often left to look after itself.
02 — Our approach
Treat the business profile as a channel, not a formality.
The profile was managed rather than merely completed: accurate categories and service lists, real photographs of completed work, and information kept current so the listing answers a homeowner's questions before they ever click.
Local relevance on the site was aligned to the profile, so the areas the listing claims to serve are backed by real pages, and the two surfaces reinforce each other instead of telling different stories.
Then the metrics were read properly. Local reporting is unusually easy to misread — partial months and metric changes make almost any number available if you pick your window. We fixed the window, matched the months and reported what remained, including the metric that went down.
03 — What we did
Manage the listing, align the site, read the data honestly.
Six matched months, two corrections, one channel that is genuinely growing.
Managed listing
Treated the profile as a channel with an owner
Accurate categories and services, real photographs of completed roofs, and information kept current so the listing answers questions before anyone clicks.
Drop business profile view
Site alignment
The areas the listing claims are backed by real pages
Local relevance on the website was aligned to the service areas in the profile, so the two surfaces reinforce each other rather than contradicting each other.
Drop local content map
Fixed the reporting window
Local data is the easiest to misread
Partial months and metric changes make almost any percentage available if you choose your window. We fixed the window, matched the months, and reported what survived.
Drop impressions and clicks chart
Published the corrections
Retracted our own headline number
A drafted +184% impressions claim was an unmatched-window artifact; the real figure is +36%, and call clicks are down 30%. Both are stated here rather than quietly dropped.
Drop full metrics table
The stack we ran it on
Google Business Profile
Local
Google Search Console
SEO
GA4
Analytics
Ahrefs
SEO
Screaming Frog
SEO
WordPress
CMS
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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