Google Leads DOWN For Roofers: Here's Why & What To Do

The days of fighting to get on page 1 of Google are truly over. There's been changes in the Google algorithm for how local search will work and how rankings will show up. So if you've been paying an SEO agency to get on page 1 and they're showing you those rankings, this is for you. Also, if you're not on page 1, this is for you because Cody Landels is going to break down his research. He shared all this information with me, so, uh, I was second to know. I started getting into my research. We exchanged Probably 75 text messages yesterday alone going through this, and I'm just so excited to break it down to help people adapt to today's changing times. Cody, thank you for being here, man, and thanks for bringing this up too. Yeah.

Yeah. I'm excited. I mean, it's, uh, we gotta stay on the cutting edge with this stuff because stuff's literally changing by the week.

It seems. It, it does. And for those who are unfamiliar with Cody, Cody Landels, uh, built and sold Reimagine Roofing in just 4 years with a beautiful, unique business model of selling roofs over the phone. And he did this in a retail environment. Self-generating a tremendous amount of leads and running a significant amount, if not all, of their marketing in-house. Cody is a fellow mentor inside RSA and also works with roofers. You can learn more at reimagineyoursales.com to learn what it's like to work with Cody. But Cody's helping our members in RSA, the Roofing Strong Alliance, navigate a lot of these changes, master their marketing, sell roofs over the phone, and run a cutting-edge roofing company. So Cody, Break down. We're gonna touch on 3 things today. Number 1, what's changed? 2, how consumer behavior has changed. And I have some stats pulled up on my screen as well. And then number 3, what roofers do about it. So let's break it down, man. Like, what, what all unfolded here with these Google changes, when they started, and what it actually means?

Yep.

Yeah.

So there's really 2 major big changes. One came out in May, which drastically changed what they— the key term is the website volatility. What that means is when someone searches, Typically, if both me and you are sitting in the same office and we're both searching in incognito mode and we search, you know, best roofer in Phoenix, whoever had the best SEO in the past would be number 1. And it would be like, okay, Bob's Roofing, cool. And it doesn't matter if you searched it or I searched it or Steve 2 doors down searched it. If we're all in the same location, you know, you would see Bob's Roofing number 1.

Mm-hmm.

That is changing and it's changing dramatically, especially with mobile searches. The biggest change that they're seeing The report I looked at came out from Yext, which is like an indexing site, and they did over 8 million searches to put out this report. And they found that the change was on desktop over 48% variation, meaning that, you know, if you had 2 desktops sitting next to each other in the past, it used to be no variation. Now half the time they're getting different results. And with mobile, it jumped in some cases over to 90% variation, meaning that if you had 10 phones in one room, All sitting in the same room, we all search, we'd all get different answers. And it kinda makes sense when you think about what Google's overarching business model is and where they're really pushing towards, which all Google wants to do is when you search good Chinese food, you go get good Chinese food because then you come back and you use it. Well, next time you get a good vet and the next time you get a good mechanic. But if you search good Chinese food and you showed up at an Italian restaurant that just had AI photos of Chinese, You'd be really upset and you might not use Google next time, right? And so that's what they're looking to solve is every update they do, they're trying to really just find good businesses and put them in front of good people. And as businesses become better at kind of gaming the system in the past, keyword stuffing or, you know, H1s, H2s, all this stuff you could do to kind of game the system. Google is constantly reacting. And now that They, you know, they're, they, they made the big push in May to make the majority of their search now being AI driven. And, and I'm sure everybody's noticed that when you go into Google now, almost every search you do starts with an AI snippet.

Yeah.

And, um, so, so that was, that was a big change. And then the other big one, um, in addition to that came out in August, which was their new spam policy, which is now instead of just ignoring, now it's penalizing people for having duplicate content. So a lot of contractors, their website is, you know, um, Phoenix, you know, they'd have like all their service areas, Phoenix Roofing, Mesa Roofing, Scottsdale Roofing.

Right.

Mm-hmm. All it would say is in Phoenix, and then the 9 other paragraphs are exactly the same. Then it goes to Scottsdale, in Scottsdale, and then all, all that's the same. That is now gonna penalize you because it's considered spam.

So if I'm hearing you right, basically the best practices of yesterday are now going to hurt your ability to show up in local search.

100%. Yes. They've made that absolutely clear. If you are putting things on your website to manipulate search data, then they will penalize you. And with the, you know, the rise of AI, AI can understand and interpret a lot better. So if you're trying to game the system, it's gonna be able to figure that out a lot more than in the past when it was just like, you know, keyword stuffing and like just the sentences didn't make sense, things like that. Now it can really, really look deeper into the site and that's why having things that can't be faked are more important than ever. YouTube videos, YouTube customer testimonials, you know, reviews with photos because guess what? Google did also mention that they are now going to, they're lowering the value of a regular Google review with this update because of so many people faking it. And we've all been there where the, somebody goes to your page and leaves you like 10 1-star reviews and it's like, call me to get 'em off.

Right.

So people are now review stuffing as well, just like they used to keyword stuff. You know, it's a constant cat and mouse game of, oh, Google likes this, here's how I'm gonna cheat. And then Google says, well, I'm better at catching you cheating. And then the site gets blacklisted. And so it's more important now than ever that we're not taking risks in the gray area. I think in the past there was some gray area marketing that you might feel comfortable with. I would be terrified of it now because of how deep AI can go in looking at your website, looking at your You know, your business practices, et cetera.

Yeah. And when you mentioned the word cheat, I actually think it's the word game. People are trying to game the system.

Yeah. Yeah. That's a better word.

Right? Like, I know the rules. I'm going to try to game the system by stuffing the keywords of like, for your roof replacement needs, whether it's hail damage, storm damage, wind damage, clay roofs, tile roofs, concrete, like whatever language homeowners would use. We are your trusted number one roofer in Phoenix area, also serving the metro area, including Scottsdale, Mesa, blah, blah. Like that, that's what I mean by gaming the system. It's like, how can I stuff all these keywords?

Or the other thing that they would do, which is now getting penalized too, is they would say, you know, Scottsdale was formed in 1950. Scottsdale has 1,000 residents. Scottsdale, like you just give all the stats about Scottsdale. Google now does that. That is also considered spam unless you're like a real estate agent or something. But As a roofer, that information is not relevant to that service area page anymore. So you will now get punished for it. So instead, you need to take a step further and say homes were built in the 1970s, which means they're probably on their second re-roof. And so that means you might want to consider how, you know, you may have to replace some of your decking because it's now 50 years old. Sure. Now that makes that blurb relevant to somebody looking to buy a roof in Scottsdale. And that's what Google finds valuable is relevant information.

I, this has been, I saw another study recently and I'm paraphrasing the stats, but in a nutshell, if my memory is right, LLMs like ChatGPT, Claude, Gemini, Perplexity, Grok have been citing Reddit a lot, which caused people to game the system of Reddit. And there was this bot explosion of people mentioning products or services. Well, Reddit citations have dropped significantly. And at the time I read this study, it went from like 3.85% down to half a percent. Through the testing I did through search terms I've used in the past to search terms now, I'm finding like one Reddit citation and it's being replaced, as you mentioned, with video content, citing YouTube videos. So we're seeing that AI and Google both want to provide quality of information or quality information. without citing what is now known in the internet world as AI slop, because AI was citing articles written by AI. It's like, let me cite the expert, which just so happens to be me. But if we look at this, sliding into the second part of this conversation is how consumer trends are shifting. And I have these stats pulled up. There's a few different studies that have been done, and I'm going to give the range of statistics. What they're calling a zero-click rate search, meaning someone jumps on Google and they search something. And again, you see the snippet or Gemini, and that's giving people the information. And as a result, they don't click anything. 60 to 68% of searches.

Yep.

Far more than half, which means, you know, 32 to 40% of searches even get a click. That's it. 32 to 40% of people. So consumer trends are changing. Now, I'd love to, and again, people are not only on Google, the competition is stiffer, the results are changing. In fact, I'm gonna show you, you just mentioned best roofer in Phoenix. Cody, while I'm sharing my screen, would you mind if you're able to share your screen and search the exact words best roofer in Phoenix, Arizona, and then we can just compare? I think it would be It would be really interesting for us to to just show this in real time. So I'm going to add mine to stage, and at the top, and by the way, I'm searching from Colorado, and I see the these are paid local service ads, right? So there's that one company and another company with reviews. Then I have my sponsored results. I've got Angie and Thumbtack. And then I've got my AI overview, which is showing this one roofing company and then Yelp. Then I've got my local business, and then I've got another sponsored, and I'm not even in organic yet. And finally, I have my first organic result, which is Yelp. In my second one, which is Phoenix Roofing and Repair, and then I'm back to paid. So objectively, look at this: paid, paid, AI overview, local listing based on whatever it thinks, paid, one organic, two organic, paid on page one of Google. Now I've got another one, two, and then I'm in. You know, it's crazy. So that's what mine looks like. So I'm going to stop sharing my screen and let's see if you can share yours.

Yeah, I'm going to— I'll share mine. The only thing that might skew my results a little bit is I know Google like knows that I used to own a roofing company in Phoenix, so sometimes it doesn't show me the— let's see. So, oh, here we go.

That's all right.

So yeah, so like I don't get the PPC, I think because of that, but I still sponsored. AI, and then it's into, into the—

Yeah. So pause right there. So we go up for a second. So the overlap of the top 2 roofing companies, or go down to the organic.

Oh, there we go.

Um, so those 2 are similar and then yours are different. You, you have Yelp lower. Reddit was way— hold on, let me, I've got mine pulled up. The Reddit post didn't even show up on mine.

I mean, you know what's also interesting is if I do incognito, this changes even more.

Yeah, it's wild. So I just wanted to share this or to walk through this for everybody to say, like, you know, the results are different no matter where you are because I don't have any— yeah, we had like one company overlap and they were in different positions. So now let's talk about the move.

Can I see the Incognito real quick? That's interesting with Incognito because they don't do— like, the ads are a little bit different on it too.

So it's— Yeah, sure. Pop it up.

Yeah, it gives a completely different— let's see, where's my incognito one?

Is it showing it right now? It is now.

Perfect. All right. So like an incognito view, it doesn't do any ads. And then it comes right into Yelp and it actually has Reimagine right there.

That's Cody's old company, by the way, Reimagine Roofing.

Then you got some JAF, some Angie's, BBB, and then you're into like I know this one was up on the previous one.

Yeah.

They got some Yahoo stuff and like, yeah, pretty wild.

So there's really only like one real roofing company that's showing up here for local, for local search. So, you know, this is, you know, for those that have been experiencing the reduction, they're like, oh, my Google traffic is down. SEO isn't working like it used to. It's, it's because the game changed. So now what I'd love to do with our remaining time, Cody, is just talk like—

Quick note on that.

Yeah, sure.

If I could, just because I saw it. Actually, one of the biggest hit places was the Map Pack. On that review I looked at, they showed literally 2 days apart of this one business they had ranked like number 1 in, you know, 27 pins or whatever. And literally overnight they had went from, I think it was like 27 or 29 number 1 spots down to 7.

Yeah.

Overnight. Nothing else changed. They didn't do anything up like, and so yeah, it's A lot of, like, especially in our business, Map Pack is, I think, almost bigger than, you know, just the regular organic search. And so, yeah, everything is changing extremely, extremely quickly. And, you know, and that comes to the next part I think you're probably gonna go to is where measuring is gonna be what's gonna be important. Yeah.

How we adapt and what's fascinating, there's a lot going on in this industry That we've been talking about inside RSA for a while. I've been making these predictions on what's going on with the market, how many roofing companies are folding right now, uh, the shifts in digital marketing efforts, uh, the costs going up, how consumers are searching. All this, uh, I shared in my roofing market report way back when. But anyway, it's important for us to just give this disclaimer. Neither Cody or I have a crystal ball. We are reacting to what we see with our very best advice of what we would do if we were in the trenches. And I just wanna share that with you that like, this isn't a guarantee, you know, you do this and suddenly everything's gonna be perfect for you. 'Cause it's not that way. But when we see these trends and with both of us navigating a lot of changes in the digital space over the years, you know, everything down from how Google is searching, this was even before Gemini or snippets existed. To the Andromeda updates on the algorithm with Meta, to the introduction of LLMs. So generally speaking, there's a new kind of what I'll call a new set of rules or best practices that will require our level of sophistication as a roofing company and a, or a marketer. Ideally, that's the same person, by the way. The marketer is the roofing company. And I'll talk through those, but I just, I wanna beat one dead horse for just a second longer. I've been saying this: if roofers don't become digital marketers, their days are numbered. And I've been saying this; this is not new. We've been teaching people in RSA become what I call the GC or the general contractor of your marketing. And if you're outsourcing all this and have no ideas, SEO is probably one of the most expensive marketing vessels. People are spending like $7,500 a month on SEO. Well, suddenly the rug just got pulled out from under you, and basically everything you just spent $100,000-$200,000 on is just gone. You know, like, here we go. So Cody, let's walk through some of the best practices. And I wanna start with the comment you made right before we started filming about what a website really should be in your opinion.

Yeah, I, I think historically we think of a website as a lead generation tool, right? Where we're thinking SEO, we're thinking, you know, getting to the top of the rankings, we're thinking map pack, and we're thinking we want more leads from our, our website. And that's historically has been a good, good decision in my mind because You could capture so much. And I don't think that all that becomes unimportant starting today, but I do think it's starting to shift. And now what I think of a website is as a conversion tool, meaning that as we get the homeowner onto the site, we have to make sure that it converts them into a customer or at least into an appointment. And so we need to optimize for the customer journey, the user experience, in addition to having the good layers that AI snippets can read and And like, we still have good SEO, we still have stuff that's going to help with the map pack, but really we need to think about it differently because I go to so many websites and I land on it and it's like just a massive block of text that goes on for, you know, 9 pages. And I, and I just, I meet with the owner and I'm like, hey, let's look at this. Like, does this look fun? Is this like, if you came to this, how would you feel? And they're like, TL;DR, too long, didn't read. I'm like, you just got, you just come to the site and just hit with a block of text and like, Some people even have 2 columns. It's like block of text here and a block of text here sitting next to each other, and they both just go on for 7 pages. And it's like nobody, especially in this day and age, wants to come and read 10 paragraphs about roofing, especially. So what we need to do is we need to be able to give really good trust signals really, really quick. I think the, I don't know if it was 1 second or under a second, but there was, you know, the landmark study that showed that basically the human brain makes a judgment on a website under 1 second when it lands on it.

Yeah.

So that very first thing, controlling above the fold and like, what is that first feel that they get from the company? And then that then encourages them to then come down further. And is your information easily digestible? So they can see, hey, you know, 3 pillars. I offer financing. I have, you know, 500 reviews and I can do installs in under 10 days. Like quality, speed, money. Quickly they can see, okay, they're fast, they're good, and I can afford them. Okay, let's keep going down. You know, And, and, and you, you're taking them through this experience of learning about it, but it not feeling overwhelming. Um, and then you compound that with, with videos that are, you know, within the website. And so people can watch instead of read if they prefer. And then that helps them build that digital trust that not only gets more form fills, but then also gets a better show percentage. Um, you know, because now they see the value of the company.

Yeah. For those who are unfamiliar, the term Above the fold. What this means is if someone's on their computer or on their mobile device or on their tablet, and you'll likely find that the majority of your website traffic will come from a mobile device, that is what shows up before someone decides to scroll or swipe or scroll down. That is a bit of a moving target in a way, because if you have a, let's say someone who's visually impaired, they might have their font size really big, so it'll be zoomed in. The settings on their device are different. I have my iPad right here, which is massive. I have the Pro thing. This is like a laptop. And then the next person might be on a mini tablet.

Yeah.

So the idea is, how do you give homeowners exactly what they want as fast as possible without them needing to scroll? And if you can answer the question of what's in it for me very quickly, which, as Cody mentioned, trust signals, I'm going to add to that a strong headline that speaks to them, not you. Because if your headline, which I'm going to guess I just called out half the listeners, I'm in jest, by the way, that you're the number one roofer in your area along with 7,000 other number one roofers. And it says number one roofer in so-and-so area. And that's the headline written by a very creative, incredible agency that was probably hired to write it. All right. I'll filter my opinions now. Instead, you know, I've done other videos on this. Look through your reviews and grab the most common emotional words and phrases that your homeowners have given you. That's your headline. And it should speak to what I call the law of desire, which is what people want. And 3 supporting bullets is another good rule of thumb, which you mentioned, you know, affordability, speed, quality, or which you can emphasize quality in a few ways, but reviews are one of those. So if I chose one, I could say like, Same-day appointments available, or instant online quote if you're doing that, or get a quote over the phone, or virtual appointments. Like, that's like the service level. The second thing would be affordability, right? Um, affordable, uh, payment options available to fit nearly any budget. And then the third one might be my reviews. Like, Cody, you had— we did another interview, you had over 600 reviews, 4.9-star rating. I would say, you know, rated 4.9 stars with over 600 reviews. And instantly I'm like, they're fast, they're credible, they're affordable. What more could I want? I'm going to fill out the form to get the estimate. So, Cody, talk through the next piece, which is, this is going to get a little more advanced, but I think it's really important for people to hear. Call tracking numbers. Talk a little bit about that.

Could I add a little bit more color to those 3 things?

Yeah, please.

And then I'll just hit the call tracking. One on the numbers, I think it's really important to have numbers on your site. So instead of saying like affordable monthly payments, Saying, you know, roof starting at $129 a month or $99 a month or whatever your cheapest roof you've sold to give that number. Because if people go, oh, it's $129 a month, I can afford that. The other thing I would say is, like you mentioned on the— don't just— I found much more success with having the number with like quotes in under X amount of hours or same-day quotes worked as well. But some people like will just say fast installs. If you're gonna have installs in under 10 days, like put the actual, like, 'cause nobody knows what fast means and everybody says fast. So plant your flag with a number. And then the final thing on the, on the reviews or any other trust signal, as much as you can show, not tell. So instead of just having text saying 500 Google reviews, have a little widget that like has the Google live link to it that shows, you know, has a little G symbol and they're like, oh, that's Google reviews.

Right.

That will give so much more trust than just a number on, on a website and also gives a better Breakup of like the, the brain's gonna pick it up quicker. 'Cause if you just have 500 listed there, it's gonna go with all the rest of the text messages. Yeah. Or look at all the rest of the text. Same thing if you've been in business over X number of years, you know, put that on there like as an actual number, not just, you know, been in business, you know, since, since a date. Yeah. Most people don't do the math as much.

Right. Yeah, it's true. You know, one of the, I'm really glad you brought that up in the copywriting world. The, the slogan behind that is specificity sells. It's not like we're second generation, be like, in business since 1967, right? Exactly. Yep. Yep. Yep. Yep. Instead of rated 4.9 stars, you know, over 600 people rated us 4.9 stars. So love that. And then to add to that, human faces connect with people. And so many roofers love to do these, like, they're like, look at the video that plays in the background of my drone image of the roof. And I'm like, homeowners don't care. Put a picture of your team, put a picture of the owner and their family, like connect on a human level. So, uh, emphasis, by the way, to wrap this up, then we'll talk, we'll start talking tracking or wrap up this section. The, the purpose of a website should be to convert traffic, not get traffic. It is a nice to have. It doesn't mean you shouldn't try, but the, the, and I shared this in my, um, report way back when as well, that because leads are down and costs are up, it is more important than ever. to have high conversion at 2 main areas. One, well, 3 main areas. One, to get people to actually fill out a form or raise their hand or call the office. 2 is the ability to convert that inquiry into an appointment. And 3 is the ability to convert that sale. And those are the metrics that you need to be, in my opinion, looking at. So think of it this way. What's going to be an easier lift? If I spent 5 minutes looking at my website and being like, wow, this is garbage. By the way, I'm not implying your website's garbage, but that might be Your experience, like, hey, based on what Adam and Cody shared, I've got some areas I can make even better. And you implement a couple and then your conversion rate could double and it could triple. And I know those numbers sound crazy, but it's not that difficult to actually do that if you're at an average or sub-average starting point. Well, now you're getting more leads without more traffic, or you would have to, on the equivalent of even a 50% lift of conversion on your website, go find a way to get 50% more traffic to your website. Which is going to cost a tremendous amount of money. Start small. Now, Cody, let's, let's talk tracking. What, what, where, where do we begin on, because people, when you ask roofers, where do you get your leads? Sometimes get this like deer in the headlights look. So talk through a little bit about what you would recommend in this situation.

Yeah, I see that the single biggest mistake, um, is everybody uses the same phone number for a lot of, um, very difficult to track, Marketing billboards, yard signs, GMB, Google My Business. You know, and so when someone calls into the main number, you know, the 1-800-ROOFs, we're like, hey, thanks for calling. You know, Bob's Roofing, and we have no, and then we just go and we go, hey, we made some money last month. And it's like, well, I think the yard signs worked. I think the billboard worked, but it's truck wraps, you know, business cards, like all of that all has the same number on it. And so it's just like. We're just hoping that it's working. And usually when you really parse that out, what's actually happening is like one lead source is mailers would be another one. One lead source is returning like an 8x ROI and all the rest of them are like a negative ROI. We blend it all together and it's like decent and we just are kind of like, okay, we're kind of making money and we feel comfortable with that when in this time period as It gets more competitive as leads get lower, as consumer sentiment gets even tighter. We have to know what's making money and put more money at that rather than just saying, oh, all of this, we're doing okay. Let's just spend more money across the board. And, you know, all of those things I listed are very difficult, almost impossible to track without a phone number associated to it. Yeah, attribution. Yeah, exactly. And so setting up, I think the most popular one is CallRail. I'm sure there's more out there. There's tons. Not an endorsement. But, you know, just something you might wanna look into, um, is, you know, you have an individual number for every, every single thing. And so when it calls in, when the homeowner calls in the billboard, you know, one, the person answering it will know that because that's valuable. You know, yard sign is a little bit different conversation than a billboard. Yard sign assumes you've seen me doing some work. A truck wrap, same thing. You know, it's all slightly different conversations. So that's helpful.

Absolutely.

But more importantly, it's the revenue attribution that, you know, should be automated into your CRM. So you can see, okay, we got 12 calls from billboards last month. Okay. Well, that's— well, but did those 12 calls actually turn into sales? Because maybe all billboard people are like these super passive, uh, people that just randomly call and they kind of thought about, but they don't actually buy a roof. Yeah. And then maybe all the yard sign people, they convert 50% because they just saw Susan get her roof done. I'm feeling jealous and I need a new roof. Yeah. We might've got 12 calls on both of them. And sometimes that's where people stop. It's like, oh, the phone's ringing. Well, it's like if we're not—

But where?

Yeah. If it's not, it doesn't, it doesn't actually help us. So, so that's another huge, that huge, you know, thing to think about is taking it all the way through and not just stopping at the top with those numbers and saying, hey, we're having the ring phone, the phone ring. Really make sure we're seeing, are these investments actually turning into profit?

Yeah. Marketing is a math problem solved by a human experiment.

I like that.

That's my, that's been the quote I've been saying. It's a math problem solved by a human experiment. And what we mean by that, or what I mean by that is if you, let's say you're running Meta ads or PPC ads, the data is the math. And you're like, okay, I get this number of clicks, this number of conversions, this number of appointments, this number of sales, this average sale price, this customer acquisition cost. And now I know my numbers. But the way to manipulate those numbers is a human experiment. You're like, wait a minute, what if I change the order of the information I collect? I've been asking for their phone number first. What if I do that last after the property address? Suddenly it goes up because it's human behavior. What if instead of saying free inspection, I changed it to free estimate and suddenly your conversion goes up? And it's amazing what those little differences can make. What if I change the button color on my website? Right? Ooh, people like green. I'm gonna share one with you and I'm, I am, I don't remember the exact number, but it was, it was quite high. This true, true experiment I ran years ago. I saw a marketing study where an author, all he did was put a picture of himself pointing at the button and their conversion rate went up crazy. So I'm on Zoom with our team, John on my team. I'm like, John, screen grab this right now. And he screen grabbed it. We put it on the landing page. And our conversion rate went up 30% of me pointing at the button. That's crazy. And that's it. So this is what I mean by human experiment. So one little pro tip too, when you get your tracking numbers in place, review them as Cody mentioned for attribution. So, you know, all right, I've been spending X dollars per month on this, but it's only leading into 2 calls. Like that might be either a place to fix what's working, identify if it's fixable or cut it. I've been doing this since 2012, uh, using call tracking numbers. And I remember we— but I want to just give everyone a, a word of caution. Um, double-check it before you send out a round of $20,000 mailers. When we printed the wrong phone number that didn't even ring to our office and we spent $20 grand on a round of mailers.

Yeah.

We had someone email in, by the way, a customer to turn into a customer like, hey, I really wanted to do this, but I just want you to know the number on your thing doesn't work. And we called it and I'm like, oh my gosh. So yeah, big mistake. Big mistake.

And I think with that too, it kind of ties into how quick things are changing because for example, like Meta just released Meta One, you know, a week ago, which is gonna be their new ads platform where you can, you pay $50 a month for the ability to then pay $1,000 a month to advertise, you know, but, but they, you know, by paying that $50 a month, now your ads are gonna be in this little banner instead of that banner. And like, who knows if that makes a difference? Literally nobody because nobody's tried it before. So the only way we can know if something's working and the only way we can know as things change this fast is having that super fast feedback loop all tied to that, you know, measuring that incoming, then measuring those leading indicators. And then at the end also measuring, obviously the big important thing is like, are we making money on these, on this spend?

Yeah. Awesome. Cody, thank you for helping me and our, our members and obviously each and every one of you to navigate these changes so we can run a cutting-edge roofing company. If you wanna work with Cody, you can learn more at reimagineyoursales.com or click the link in the description to work with us inside the Roofing Strong Alliance, rsa.pro. Thanks for joining us. We'll see you on the next one. Thanks, Adam.