The short answer
They work less well than pages about the products you install. On M&M Roofing's site, which we run, 22 city pages took 5% of Google search clicks from 15 Sep to 12 Oct 2026. Nine reviews of named products, such as Barcelona 900 concrete tile and Polystick MTS Plus underlayment, took 38%. The next pages planned for the site are more product reviews.
- 38%
- of the site's Google search clicks went to 9 product reviews, 15 Sep to 12 Oct 2026
- 5%
- went to 22 city pages, same window
- +110%
- review impressions, 15 Sep to 12 Oct vs the 28 days before
- -34%
- city page impressions, same compare
- 7 of 10
- most-cited pages in Bing Copilot answers are product reviews, read 16 Oct 2026
- 5 of 10
- pages with the most Google AI impressions are product reviews, last 3 months, read 16 Oct 2026
Google Search Console, M&M Roofing's property, pulled 15 Oct 2026; Google's Generative AI report and Bing's AI Performance report, read 16 Oct 2026. The absolute numbers are small, so read the direction, not the decimals.
What we compared on M&M Roofing's site
M&M Roofing & Construction replaces and repairs roofs across Broward County, and we rebuilt and run its website (the walkthrough). In July 2026 we built 22 city pages, one per Broward city, each answering a search like "roofing contractor in Coral Springs". From 27 August to mid September the site added nine reviews of products M&M installs:
- Three concrete roof tiles: Barcelona 900, Saxony 900 and Villa 900
- Four underlayments: Polystick MTS Plus, Polystick IR-Xe, Polystick XFR and #30 felt
- A foam tile adhesive, APOC Polyset AH-160
- A 1.5-inch mechanically seamed metal roof panel
| What we checked | City page | Product review |
|---|---|---|
| Example | Coral Springs | Barcelona 900 tile review |
| Searches that found it | roofing company parkland, pembroke pines roofing, roof financing coral springs | westlake barcelona 900, polyglass polystick mts plus, barcelona 900 gold dust blend |
| Where those searches put it | Google's second page or lower, on average | Google's first page, on average |
| Date on the page | None | A published date, and the product approval's expiry date |
| What it cites | The city's permit pages | Miami-Dade product approvals, Florida's product approval system and the manufacturer |
| What only a roofer could write | The permit and HOA steps for that city | How the product goes on, the colors sold in Florida, and when M&M would pick something else |
How each page type did, 15 Sep to 12 Oct 2026
| Page type | Pages | Share of impressions | Share of clicks | Click-through rate |
|---|---|---|---|---|
| Product reviews | 9 | 26% | 38% | 1.4% |
| City pages | 22 | 10% | 5% | 0.5% |
| City guides on the blog | 5 | 0.7% | 1.6% | Too few clicks to read |
| Home page | 1 | 28% | 29% | 1.0% |
| All other pages | The rest | 35% | 26% | 0.7% |
The gap holds over a longer window. From 15 July to 12 October 2026, the city pages turned 0.15% of their impressions into clicks. The reviews were live for only the last 47 days of that window and still took 24% of the site's search clicks.
Five blog guides written in July for city searches, such as a guide to hiring a roofing contractor in Fort Lauderdale, did worse than the city pages: under 1% of the site's impressions between them in the last 28 days.
Which M&M pages do AI answers cite?
The same split shows up in AI answers. Google's Search Console now reports how often a page appeared in AI Overviews and AI Mode, and Bing reports which pages Copilot cites. On 16 October 2026 we read both lists for M&M's site.
| Report | Product reviews in the top 10 | City pages in the top 10 |
|---|---|---|
| Bing AI Performance, pages cited by Copilot | 7 of 10 | Nearly absent |
| Google Generative AI report, AI Overviews and AI Mode, last 3 months | 5 of 10 | Nearly absent |
An answer engine that has to name a source for a tile model's colors or an underlayment's approval has few pages to choose from, and M&M's review is one of them. City searches go the other way: when we tested "best roofer in Fort Lauderdale" in August 2026, Bing's AI answer cited six listicles and not one roofer.
Why the product reviews out-earned the city pages
The searches that found each page show the difference. People who found the reviews typed a manufacturer and a model: "westlake barcelona 900", "boral barcelona 900", "polyglass polystick mts plus", "polystick mts plus price". One typed "25-0121.12", the Miami-Dade product approval number printed on the MTS Plus review. A search for a model number has a short list of credible answers: the manufacturer, the approval record, the suppliers and the few roofers who have written about the product.
The city pages competed for "roofing company parkland" and "pembroke pines roofing", the same searches every roofer serving those cities wants, where Google puts paid ads and its map listings above the ordinary results. On those searches the city pages sat on Google's second page or lower.
The reviews also carry what Google's own guidance asks for: content that shows "first-hand expertise and a depth of knowledge" (Google Search Central, updated 5 Oct 2026). A review says which attachment method M&M uses for a tile, which colors are sold in Florida and when the crew would choose something else. A city page mostly says the company works in that city, which every competitor's city page also says.
What to put on your own roofing website
- A review of each product you install and would put your name on: the model, its Florida product approval or Miami-Dade NOA number with the expiry date, the colors you can get, how you attach it, photos from your own jobs, and when you would choose something else.
- A city page only where you have real jobs and permits to show in that city. We stopped adding area and trade-city pages to our own site in October 2026 for the same reason.
- A published date on every page, and a new date when the product, the approval or the price changes.
- A way to ask for an estimate on every review, because the person comparing two tile models is planning a roof.
What these numbers do not prove
This is one roofing site over a few months, and the counts are small. The reviews went live while other work on the site continued, so not every gain belongs to them. This note counts searches and clicks, not estimates or signed roofs. Our roofing client reports 50+ form leads and 8+ roofs closed across his sites as of August 2026, and those totals are not split by page.
Questions roofers ask about this
Should I delete the city pages on my roofing website?
Not if Google already shows them. Deleting or moving a page Google has learned costs you what it had: on another roofing site we run, moving 19 city pages to new addresses cost them 74% of their impressions, as the note on changing page URLs shows. Add new city pages only where you have work to show, and spend the rest of the time on product pages.
Which products should a roofer review first?
The ones you install most and that homeowners name on the phone. On M&M's site, the Barcelona 900 and Saxony 900 tile reviews and the Polystick MTS Plus underlayment review took the most clicks.
How fast did the reviews show up in Google?
Most were showing in Google results within two days of going live. Their impressions rose 110% from 18 Aug to 14 Sep to the next 28 days, partly because more of them were live by then.
Sources
- M&M Roofing, Barcelona 900 concrete roof tile review. Published 28 Aug 2026.
- M&M Roofing, Polystick MTS Plus underlayment review. Published 16 Sep 2026.
- M&M Roofing, Coral Springs city page. Built July 2026.
- Google Search Central, Creating helpful, reliable, people-first content. Updated 5 Oct 2026.
- M&M Roofing walkthrough. What we built for M&M.