Roofing Company Case Study
Scaling A Roofing Company!
Results
%
Reduced lead cost
Project Overview
The Roofing company is located in a Boise, Idaho-based company with over a decade of experience, known for delivering high-quality roofing, siding, and window installation services. Their mission is to provide homeowners with top-tier craftsmanship and service, backed by a strong local reputation. With a strong website, they were ready to take the next step, enhancing their Google Ads performance to generate more qualified leads and grow their business efficiently.
Goals and Objectives
Problem and Proposed Solution
In early 2024, facing a dip in qualified leads and rising conversion costs, we proactively audited the account to uncover performance opportunities.
After conducting the comprehensive account audit we uncovered valuable opportunities to enhance structure and drive immediate improvements.
This in-depth analysis allowed us to develop a strategic solution that directly addressed the original challenge and set the foundation for stronger performance moving forward.
Goals
Drive more high-quality roofing leads via Google Ads while maintaining a strong Cost Per Lead (CPL) and setting the stage for long-term growth.
Objectives
- Book more roofing leads
- Create more awareness of their service
- Have more long term new clients
The Solution
Optimize Google ads and Google Local Service Ads to focus primarily on roofing leads with windows and doors as secondary.
Build out a fully trackable funnel from click, lead, call and to closed job.
Setup tracking and systems to better identify what leads from Google Ads closed and their value.
Refine the account structure and improve audience targeting.
Expand the use of negative keywords and implement performance-based segmentation.
Results & Implementation
Connected CallRail, Jobber and Form tracking
Blocked branded traffic and unnecessary traffic to help the account optimize for new customer acquisition
Refined keyword and audience targeting strategy through targeted research and optimized negatives to improve audience relevance and campaign efficiency.
Split A/B testing to find the best performing ad copy and creative
Paused campaigns that weren’t performing to reduce wasted adspend
Built out remarketing due to the longer buyer journey
Reviewed Local Service ads updating necessary information
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Improved conversion rate by 1.14%
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Conversions increased 50%
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Cost per conversion reduced by 50%
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Reduced Adspend by 25%