You’re better than the other guys. Nobody knows it yet.
Discovery Marketing gets home-service businesses found by the customers searching right now, then gives them a clear reason to call you instead of the next name on the list.
Your website is built and hosted free. We earn a percentage of ad spend only if you choose to advertise.
JuanOwner, Techo Rey Roofing · ChicagoA composite character. His story shows exactly how we work.
Juan grew up on his dad’s roofs.
His dad came to Chicago for work, spoke Spanish and English, and spent years carrying bundles up ladders across the city’s bungalows and two-flats. Juan spent his summers on those job sites.
His high-school friends had parents who were bankers and lawyers. Juan was the kid who could tell you why a chimney leaks. He joined a crew, ran it, saved everything he could, and opened his own company: Techo Rey Roofing.
He knows the labor side inside out. The business side is a different game.
Chicago, the early 2000s. Juan hands bundles up to his dad.
The sign’s on the door. The phone isn’t ringing.
Juan’s work is as good as anyone’s in the city. Outside his referrals, almost nobody knows it.
Word of mouth has a ceiling.
Referrals are growing, slowly. They stop at the edge of the people who already know him.
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Review platform Upgrade to respond to reviews.
Every week, another app.
A CRM, a scheduling tool, three AI tools, a “free” website builder. Keeping up feels like a second job he never applied for.
1.2M viewsPOV: the roofer when it finally stops raining
The other guy went viral.
A competitor’s roof-dance video passed a million views. Juan’s last post got 14 likes, mostly from family.
Who’s the best roofer in Chicago?
Here are three well-reviewed options:
4.8 stars
4.7 stars
4.9 stars
Techo Rey Roofing: not mentioned
He searched his own name. Then he asked AI.
Google turned up an old Facebook page. “Who’s the best roofer in Chicago?” came back with three names. None of them were his.
Busy, but not building.
He finishes every job, but revenue and costs run neck and neck. Some months he wonders if he’d be better off working for someone else, and he has a family counting on him.
He knows there’s a problem. He doesn’t know what to do about it. So he keeps working.
Most customers never look past three.
A homeowner with water on the ceiling doesn’t research twenty roofers. They look at a few, call one or two, and book. Getting discovered means getting above that line. What people find when they get there decides whether they call.
roof leak repair near meChicago, IL
14.9 stars · 312 reviews
24.8 stars · 207 reviews
34.7 stars · 540 reviews
72% of consumers look at three or fewer businesses before deciding.BrightLocal, Consumer Search Behavior, 2026
44.6 stars · 98 reviews
54.8 stars · 64 reviews
7Techo Rey Roofing5.0 stars · 23 reviews
Illustration. Competitor names are hidden on purpose.
45% of consumers used AI tools like ChatGPT for local recommendations, up from 6% a year earlier. BrightLocal Local Consumer Review Survey, 2026
2 in 3 homeowners plan to get three roofing quotes before choosing a contractor. Roofing Contractor Homeowner Survey, 2024
52% of searchers looked at a business and decided not to contact it. BrightLocal, Consumer Search Behavior, 2026
Ads can put you at the top of the page on day one. The map results and AI answers are earned with reviews, useful content, and a website that explains you clearly. We work on both, and we’ll never promise you a map ranking. Nobody can buy one.
Then Juan found Andy.
An Instagram video offered a free website, with everything managed. Juan figured it was too good to be true. He booked the call anyway.
Andy BedellFounder, Discovery Marketing
Andy started in direct marketing at the University of Chicago Booth School of Business, selling $10,000 executive-education programs to senior executives. He worked alongside Nobel laureates and bestselling authors, snuck into lectures, and helped professors pack up after class so he could ask what he should read next.
He was the analytics-and-finance guy until he figured out how Google Ads actually worked. Soon he was running the LinkedIn budget and a direct-mail program that sent millions of dollars of promotions to executives.
He planned on an MBA. Then a friend’s company, KeySmart, needed someone to run marketing, and Andy went from a big institution with plenty of support to being the only marketer on a rocket ship. He never got the MBA. He got a faster education.
Career stats
Where
What happened
UChicago BoothExecutive Education · 4 years
Managed budgets above $20 million a year across Google, LinkedIn and direct mail.
KeySmartJoined 2015, after the Kickstarter
Took daily sales from about $5,000 to $25,000 within a week, then helped the company reach a peak near $35 million a year.
Facebook videoSince 2015
One of the earliest specialists in Facebook video ads.
Podcasts
Guest on Shopify Masters, eCommerce Fuel and the Unofficial Shopify Podcast.
Adelaide, Australia2018
Helped sell out one of the city’s largest new luxury condo developments.
Career
$200 million+ in managed ad spend, A/B tested by teams of videographers, editors, copywriters and developers.
Why it’s called Discovery Marketing
At KeySmart, Andy watched what happens when you show people something they didn’t know existed, and explain it so clearly that buying it is obviously good for them. The customer wins. The business wins. That’s discovery.
For years the math didn’t work for local businesses. A one-city ad radius couldn’t pay for the creative it takes to win. AI changed that math, so we changed who we work for. We’d rather help the best roofer nobody’s heard of than the biggest brand everybody has.
One short call. A working website two hours later.
Andy listened. Two hours later Juan had a link to a complete website: every service explained, straight answers to the questions customers are nervous to ask, and a booking flow that takes someone from “what’s this going to cost?” to a scheduled inspection with a deposit paid, before anyone climbs a ladder.
Before A Facebook page and a ten-year-old site with a phone number on it.
2:00:00to your demo
techorey.example
Chicago roofs, done honestly.Free inspection, usually same dayBook an inspection
Leak repairRoof replacementFlat roofsGutters
How much does a leak repair cost?
Do I need a whole new roof?
Will you work with my insurance?
Pick a time
Today 2:00Today 4:30Tomorrow 8:00
Deposit received. See you at 4:30.
Fictional business. Your demo typically arrives about two hours after your interview.
Before we write a word, we watch the tape.
Every claim on Juan’s new site came from somewhere real:
His customer records. Who hires him, where, for what, and what they spend.
Every public review. Sorted by what people praise, and what they worried about first.
Customer interviews, when we can get them. The words people use when nobody’s selling.
Juan himself. A ten-minute interview about why he’s better. Nobody knows it like the owner.
He came out for what I thought was a $1,000 leak. It was a $50 fix, and he told me so.
Honest
Called at nine. They were on my roof by two.
Fast
Not the cheapest quote. Best work on the block, and worth it.
Craft
Showed me photos of everything before touching anything.
Honest
Tarped the roof the same afternoon the storm hit.
Fast
The flashing and cleanup were perfect. The neighbors asked for his number.
Craft
Told me I didn’t need a new roof yet. Who does that?
Honest
Started the minute they arrived. No waiting around.
Fast
He came out for what I thought was a $1,000 leak. It was a $50 fix, and he told me so.
Honest
Called at nine. They were on my roof by two.
Fast
Not the cheapest quote. Best work on the block, and worth it.
Craft
Showed me photos of everything before touching anything.
Honest
Tarped the roof the same afternoon the storm hit.
Fast
The flashing and cleanup were perfect. The neighbors asked for his number.
Craft
Told me I didn’t need a new roof yet. Who does that?
Honest
Started the minute they arrived. No waiting around.
Fast
Composite reviews from Juan’s story.
Three things kept coming up.
Honest
A customer braced for a $1,000 leak. Juan found a small issue, fixed it the same day, and charged $50. People are afraid of getting ripped off by trades they don’t understand. Juan’s the guy who tells you the truth.
Fast
Call in the morning and, when the schedule allows, Juan or his crew is there that afternoon and starts right away. On an emergency, that’s the whole game.
Craft
He’s rarely the cheapest bid. Craftsmanship, attention to detail and a fair price add up to the best value, and customers are happy they chose him.
That’s the foundation.
Those three pillars became Juan’s headline, his mission statement, and the brief for every ad after. Build marketing on guesses and it cracks, the same way a house does.
Now run the plays.
A website that argues for Juan on every page. Then ads that put it in front of the exact people who need it, the moment they need it.
Every page makes the same three arguments.
A leak and a new roof are different customers with different fears. Each service page shows how honest, fast and craft help that specific customer, so they call with their doubts already answered.
HonestIf it’s a $50 fix, you hear that first. No surprise roof sales.
FastSame-day inspections when the schedule allows, and a tarp up before the next rain.
CraftA permanent repair that matches what’s already on your roof.
HonestHe’ll tell you if you don’t need one yet, and which materials are worth it for your house and budget.
FastA clear schedule, a crew that shows up when promised, and a roof finished in days.
CraftThe parts you never see done right: underlayment, ventilation, flashing and cleanup.
HonestA condition report with photos, so you can budget repair against replacement.
FastLeak response scheduled around tenants, customers and operating hours.
CraftMembrane details done to manufacturer spec, with written findings every visit.
Customers can book Juan without leaving their AI app.
More people now start with an AI assistant instead of a search box. Juan’s site is built so assistants like ChatGPT and Meta’s Muse can read his services and open times, then finish the booking for the customer. The customer never has to hunt for a phone number, and Juan gets every detail he needs before the truck rolls.
AI assistantExample conversation
I have a leak in my kitchen ceiling right now. What’s going on?
From the photo, water is likely getting in near the roof or flashing above your kitchen. Put a bucket under it and move anything valuable. You’ll want a roofer to take a look.
Techo Rey Roofing has a free roof inspection open today at 2:00 PM, about 12 minutes from you. Want me to book it?Techo Rey RoofingFree roof inspection · Today, 2:00 PM5.0 stars · Chicago
Yes, book it.
Done. You’re booked for 2:00 PM. Juan’s crew will text when they’re on the way.
Try on a new roof before you buy one.
On Juan’s site, homeowners upload a photo of their house, switch materials and colors, and see what each option costs on the spot. Try it:
Architectural shingles · Charcoal · Relative cost $Illustrative demo. Juan’s real site shows his own materials and price ranges.
The search is the signal.
Someone typing “emergency roof leak” at 11 p.m. is ready to hire. Google Ads let Juan appear at the top of those searches, only inside his service area, with an ad that repeats what they typed and a page about exactly that problem. Pick a search:
Emergency
Replacement
Commercial
1 · They search
emergency roof leak repair
Sponsored · techorey.exampleRoof Leaking Right Now? | Crew Out Today in Chicago
Free leak inspection. We’ll tell you if it’s a small fix. Clear pricing before any work.
2 · They land on the matching page
Techo Rey RoofingWater coming in? Let’s stop it today.Get a crew out today
3 · They book
Inspection bookedLead sent to Juan’s phone
Ad position depends on bids, ad quality and competition in your area. We manage it every day.
First on a new field.
ChatGPT started showing ads in 2026, and Andy got access early, before most advertisers could. People describe home problems to ChatGPT in full sentences, like “water stain spreading on my ceiling after the storm.” Juan’s clearly labeled sponsored answer could be right there while few other roofers were advertising at all.
ChatGPT keeps ads separate from its answers and labels them as sponsored.
ChatGPTIllustration
There’s a water stain spreading on my ceiling after the storm. Is that the roof?
It could be. Stains that grow after rain usually point to a roof or flashing leak. Here’s what to check first…
SponsoredTecho Rey Roofing · ChicagoFree leak inspections, often same day. Honest answers before any work.
Most people don’t book on the first visit.
They feel rushed. They want to check around. So after someone clicks Juan’s ad, we keep him in front of them with short, useful videos on Instagram and Facebook until they’re ready. Three or four good reminders build the trust a pushy sales call never will.
Four reminders. One booking.
MondayGoogle
Searches “roof replacement cost.” Clicks Juan’s ad and reads the pricing page. Doesn’t call yet.
TuesdayInstagram
A 30-second video: Juan explains how he prices a roof, and why he won’t haggle.
ThursdayFacebook
A customer story: the $1,000 leak that turned out to be a $50 fix.
SaturdayInstagram
Juan’s crew finishing a roof two streets over, cleanup included.
Next MondayJuan’s site
Books an inspection.
In a controlled experiment for an online retailer, retargeting ads lifted site visits by 17% and purchases by 11%.Johnson, Lewis & Nubbemeyer, Journal of Marketing Research, 2017
Then the scoreboard started moving.
Ad spend / month$2,000
Jobs booked / month$50,000
Illustrative figures from Juan’s composite story. Not a typical or guaranteed result. Your numbers depend on your market, prices and close rate.
Lead forms kept coming in, and inspections kept turning into jobs. When Juan saw what $2,000 a month was bringing back, he made marketing a priority, and asked us to go bigger.
Then we made Juan the roofer everybody knows.
The team went into full creative mode: Instagram, TikTok, influencer videos and polished brand films. Funny ones that travel. Straight talk about what a repair should cost. Stories where a customer tears up because Juan came through. “Techo Rey” means “roof king,” and Chicago started calling him exactly that.
FunnyWhen your brother-in-law says he can fix the roofStraight talkWhat a $50 repair looks like, and why we didn’t sell you a roofHeartHer kitchen is dry for the first time in three winters
Concept frames from Juan’s composite story.
From one truck to a fleet.
Year 1 One truck. Juan on every roof.
Leads start landing on his phone every week. He’s still the one on the ladder.
Year 2 Three trucks, two crews.
Juan hands the nail gun to his crew leads and spends his days on estimates and customers.
Year 3 A warehouse full of material.
Buying in bulk, an office manager, a sales team. The white hard hat stays; the vest retires.
Year 5 A fleet, and a name the city knows.
Juan runs the company in a blazer and a white hard hat. His son rides along to job sites, the way Juan did with his dad.
An immigrant roofer’s kid, running one of the best-known roofing companies in the city, and showing his own son what that path looks like.
Juan’s one regret: he wishes he’d called sooner.
Got an idea? We test it before we bet on it.
Juan wanted to put real prices on his site: what an inspection costs, what most repairs run. Andy liked it. Homeowners say they’d rather call a roofer who shows prices. But the site was already performing, and switching blind could cost Juan leads. So they split the traffic: half of visitors saw the current page, half saw Juan’s.
78% of homeowners are more likely to call a roofing contractor that shows pricing on its website.Roofing Contractor Homeowner Survey, 2025
A Current page
Visitors
1,000
Leads
100
Per 100
10.0
+20%
B Juan’s idea: prices up front
Visitors
1,000
Leads
120
Per 100
12.0
Winner: B. 12 leads per 100 visitors instead of 10. That’s 20% more leads from the same ad budget.
Illustrative test from Juan’s story. We call a winner when the difference holds up statistically, not when one page is ahead for a day.
Winter’s slow. The plan isn’t.
Chicago roofing slows down when the snow comes. We plan for it with you. Budgets shift with demand so you’re not paying for clicks you can’t serve, and the ads switch to work that fits the season.
Illustrative demand shape. We plan around your real numbers.
Winter plays we’d actually run for a roofer
Best fitEmergency leak repair. Storms and freeze-thaw don’t take the winter off, and your crew already has the skills.
Best fitIce dam removal with steam. Steamers list around $9,000–$10,000 and are gentler on shingles than chipping. Then sell the fix for the heat leak causing the dams.
Good fitAttic ventilation and insulation. Ice dams mostly come from heat escaping into the attic. The national roofing contractors’ association advises against heat cable on roofs, so we’d sell the real fix instead.
Good fitSnow removal on flat and commercial roofs. Same skills and fall protection. OSHA says to check the roof’s load limit first, and you should check your insurance too.
Good fitLate-fall gutters and pre-booked spring roofs. Fill April’s calendar in January.
Proceed with cautionSnow plowing, only if the numbers already work. A plow runs about $5,000–$13,000 per truck before you need a work-ready truck, insurance is hard to place, and income swings with the snow: Chicago seasons have ranged from about 26 to 50 inches in recent years. We’d run the numbers with you before you buy anything.
Sources: NRCA, OSHA Hazard Alert 3513, National Weather Service Chicago, SIMA, and manufacturer price lists (Daimer, Hiniker), 2026.
Win on Friday. Run on Saturday.
Your high-school coach made you run the morning after a win, because the next team was already watching film on you. Marketing works the same way. Ads wear out. Competitors copy what works. Platforms change the rules. The work doesn’t stop, and that’s how you stay ahead, on the technology and on the story.
What we watch, every day
Budgets and bids, adjusted daily.
Broken forms, tracking and booking systems. If something goes down, we pause the ads so you’re not paying for clicks that can’t turn into jobs.
Ad fatigue. Fresh creative goes out before the old stuff stops working.
New channels and tools, so you don’t have to chase them.
What your competitors are doing.
It starts with ten minutes.
Here’s the whole drive, from “find my business” to ads that run themselves while you run your jobs.
1 minute
Find your business
Enter your name and ZIP. We look up your Google business listing and you confirm it’s you. No match? Keep going.
Behind the scenes
We gather your footprint
Your photos, your reviews, and what people say about you online.
About 10 minutes
Your AI interview
Talk or type about why you’re better than the competition. It feels like a conversation, not a form, and it’s faster than a call with us.
Behind the scenes
Industry research
Roofers, plumbers and HVAC pros each get their own playbook, because their customers are different.
About 2 hours
Your demo website
Built from your reviews and your interview. It usually lands in your inbox about two hours later.
30 minutes
A call with a real person
Book it from your demo link. We walk through everything, swap AI images for your real photos and video, and you approve every word.
Free
Discovery Platform
Log in to request changes with our AI and approve new drafts, or send our team a ticket.
Kickoff
A $500 Google Ads test
Your service area, the searches that matter most, and ads that match them word for word.
Next
ChatGPT ads and retargeting
A slice of budget on ChatGPT ads, plus Instagram and Facebook videos that keep you top of mind.
Juan thought it was too good to be true, too. We charge a percentage of your ad spend, and that percentage drops as your spend grows. Everything below is included, start to finish, so all you have to do is run your business.
Starting outGrowingScalingFleet
Our percentage steps down as your monthly ad spend grows. We’ll show you the exact rates on your call.
Included in the percentage
Video production
Landing pages
Copywriting
Customer and review research
Google keyword research
Daily budget management
Monitoring, fixes and pausing ads when something breaks
Fresh creative before ads wear out
Ongoing A/B testing
Seasonal planning
Website hosting
Just want the website? That’s fine. We’ll still build it and host it for free. Ads are our strong suggestion, never a requirement.
Nothing goes out that would embarrass you.
Your name is on every ad. So every claim is backed by something real, approved by you, and checked against ad-platform policies and advertising rules before it runs. Reviews and customer stories are used only with permission. If we can’t back it up, we don’t say it.
Is it true, and can we show where it came from?
Did you approve it?
Does it follow Google, Meta and OpenAI ad policies?
Does it follow the advertising and licensing rules for your trade and your state?
Would you be proud to see it on a billboard with your name on it?
Case in point: Juan is a composite character, and this page tells you so.
Roofers are just the start.
Plumbers, HVAC pros, painters, electricians, landscapers, remodelers and handymen. Different trades, different customers, same playbook: find what makes you better, prove it, and put it in front of the people searching for you.
Start your interview.
Pick your trade. Find your business, then talk for about ten minutes about why you’re better. Your demo website typically arrives about two hours later.
