Great roofs. Now a name people know.

Ardent Roof Systems has been installing and repairing roofs across Edmonton and Calgary for years. In 2024 they brought BLXCK in to run their marketing: a refreshed brand, a new website, ads, video, events and, since May 2026, a radio jingle people can’t get out of their heads.

Hear the jingleWatch the brand story
The previous Ardent Roof Systems homepageThe new Ardent Roof Systems homepage built by BLXCKBeforeAfterDrag to compare
2024Refreshed logo, brand guide and new website.2026On the radio in two cities.
Website5×More monthly website visitors than in the site's first six monthsabout 260 a monthabout 1,400 a month
Giveaway2.3×More website visitors in the Free Roof Giveaway month than the year before1,544 visitors3,574 visitors
Meta Ads2.3×More clicks from Facebook and Instagram ads on the same budget2,0504,638
Calgary58%More Calgary visitors as the brand grew in its second city2,488 visits3,923 visits
01Then vs now

Same roofs. A much bigger audience.

WebsiteWebsite visitors each month in peak season, year over year64%more1,0361,699May to September 2026 against the same months of 2025. Still 35% more with the giveaway month left out.
WebsiteVisitors who typed the address in59%more2,0483,259Direct visits: no search and no ad link, just the name remembered. May to September. Still 35% more with the giveaway month left out.
GiveawayWebsite visitors in the Free Roof Giveaway month2.3×more1,5443,574All website visitors in August, the giveaway month both years. In 2026 the giveaway was promoted on radio and social, and the busiest week brought 2,041 visits in seven days.
Meta AdsClicks to the website each month2.3×more410928Facebook and Instagram, May to September, on the same budget as the year before. Each click now costs 55% less.
Meta AdsPeople who saw the ads65%more249K410KReach on Facebook and Instagram, May to September, for about the same spend.
Google AdsWhat each enquiry costs26%lessThe Google Ads budget was cut in half in late 2025. Each call, form or email it brings in now costs 26% less. January to September 2026 against the same months of 2025.
02What we did

Four moves.

01

Refreshed the brand

A sharper shield logo and brand guide, business cards for the crew, a brand story video, and a new website with a page for every service in Edmonton and Calgary.

02

Kept the ads always on

Google campaigns for each city and Facebook and Instagram ads, running every month since launch and tuned toward calls and forms, not clicks.

03

Wrote the jingle

Crazy About Roofs: a custom radio jingle, written and produced in-house, on air in Edmonton and Calgary since May 2026 in 15- and 30-second cuts, with special spots for the golf tournaments and the roof giveaway.

04

Made events the brand owns

Charity golf tournaments in both cities and a Free Roof Giveaway with public voting, each with its own campaign, video and landing pages.

03Results

Month by month.

June 2024, the first full month of the new site, to September 2026. Every month is shown; nothing is left off.

People visiting the website, each month

About 260 a month in the first six months. About 1,400 a month in 2026. The biggest month yet was August 2026, during the Free Roof Giveaway: 3,574 people.

01k2k3kJun 24Sep 24Dec 24Mar 25Jun 25Sep 25Dec 25Mar 26Jun 26Sep 261321,5443,574

Visitors who typed the address in, each month

People who typed the address in, with no search or ad link. The two spikes are the Free Roof Giveaway, in August 2025 and August 2026.

05001k1.5k2kJun 24Sep 24Dec 24Mar 25Jun 25Sep 25Dec 25Mar 26Jun 26Sep 261,0941,974
04Radio

Crazy About Roofs.

A custom jingle, written and produced by BLXCK, on air in Edmonton and Calgary since May 2026.

Hear the jingle
2Cities on airEdmonton and Calgary
4Cuts of the jingle15- and 30-second spots, plus versions for the golf tournaments and the Free Roof Giveaway
May 2026On air sinceWritten and produced in-house by BLXCK
05Meta Ads

Always on.

3MTimes Ardent's ads were shownFacebook and Instagram, October 2024 to October 2026
13,500+Clicks through to the websiteOctober 2024 to October 2026, on a small always-on budget
55%Less paid for each clickMay to September 2026 against the same months of 2025, on the same budget
06More work

Other brands we've grown.

View portfolio
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REX Equipment by BLXCK Marketing
Farm EquipmentREX EquipmentHeavy equipment, meet a site that actually converts.
Optometrists' Clinic by BLXCK Marketing
MedicalOptometrists' Clinic84% more patient calls on 60% less ad spend.
Services usedBrandingWeb DevelopmentAdvertisingJingles & Radio AdsVideographyGraphic DesignSocial Media ManagementAnalyticsStrategy
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