Q1 IS SUPPOSED TO BE DEAD SEASON FOR MIDWEST ROOFERS.
The Idea Farm completely debunked this as a myth.
A structural rebuild of Quad County Roofing's paid program — Google Ads, Meta, website tracking, and CRM attribution — executed in the dead quarter, before the first storm of 2026 arrived.
CLIENT
Quad County Roofing
INDUSTRY
Home Services · Roofing
ENGAGEMENT
Fractional Growth Partner
WINDOW
Q1 2025 → Q1 2026
RESULTS QUAD COUNTY EXPERIENCED
+254%
new CRM contacts in the dead quarter — before peak season demand arrived.
−53%
blended cost per lead across Google and Meta on roughly 2× the budget.
+302%
website sessions with 25 tracked conversions vs. 0 the year before.
4.1×
total leads + calls from paid — 62 vs. 15 a year prior.
Every roofing contractor in the Midwest knows January and February are dead. The ground is frozen. Demand doesn't wake up until March warms and the first real storm rolls through. Most contractors coast through Q1 and save their ad budget for the season they can actually book.
That's exactly the quarter we picked to rebuild Quad County Roofing's entire paid program.
That's exactly the Not because Q1 is easy to show results in, but because Q1 is the honest test. If a redesigned program produces leads in the dead season, you know the numbers aren't seasonality doing the work.quarter we picked to rebuild Quad County Roofing's entire paid program.
How We Work
We combine strategic leadership with hands-on execution by first understanding how your business actually runs. That means learning your numbers, your workflows, your capacity, and your goals, not just your marketing preferences.
We look at how leads are handled, how decisions are made, where time is being stretched, and where resources are being underused. From there, we design systems that fit the way you work today and support where you’re trying to go, so growth feels intentional instead of reactive.
What Guides Us
As businesses became more complex, marketing became harder to manage. More platforms, more vendors, more data, and more pressure created systems that were difficult to lead and even harder to sustain. Our model brings leadership and execution back together through three core functions.
Growth Leadership
Clear priorities, aligned budgets, and realistic growth planning that supports long-term stability.
Creative & Systems Execution
Designing and managing the tools, workflows, and automations that turn strategy into daily operations.
Integrated Partnership
Access to experienced leadership and a capable execution team — without building everything in-house.
Our Team
A group of strategists, operators, and creatives focused on one thing: building systems that work.
Jose Escalera
Chief Executive Officer
Michael J. MacFarlane
Chief Financial Officer
Patrice Garrison
Chief Creative Officer
Karla Kalantar
Director of Operations
Oscar Aguirre
Project Manager
Andreina Aguilar
Head of Paid Media
Felipe Janires
Creative Developer
Kristine Talkatkar
CRM Specialist
Ryley Brown
Account Manager
Bukola Akinfaderin
Ads Manager
Ready to Grow With Clarity and Confidence?
Whether you need leadership, execution, or both,
The Idea Farm is built to scale your business with strategy, storytelling, and measurable systems.
