Case Study · Roofing

Overview

We ran Google Ads for a Tennessee roofing company and drove stronger lead volume and efficiency within 30 days.

• Generated 23 total leads within 30 days, establishing consistent lead flow.
• Reduced cost per lead to $248, remaining within the roofing industry average of $100–$350 per lead.
• Achieved a 16.31% conversion rate, significantly outperforming the roofing industry average of 3–7%.

Search · Local Focus

Summary

We worked with a Tennessee-based residential roofing company to improve lead quality and drive more efficient growth through Google Ads over a 30-day period.

Our focus was on bringing in higher-quality leads while reducing wasted spend. We regularly reviewed search terms and removed irrelevant searches, including competitor-related queries, to make sure the budget was going toward people actually looking for their services. One of the biggest improvements came from tightening targeting to a ~5-mile radius around the business, which helped generate more local, relevant leads.

We also improved performance by adding professional roofing images into Performance Max campaigns, which increased trust and engagement, and introduced residential-focused sitelinks to better match their core services. In addition, we adjusted call extension hours to ensure leads came in when the team was available to answer.

To ensure we were attracting the right leads, we checked lead quality daily with the client through their CRM, allowing us to quickly make adjustments based on real results.

Overall, these changes led to better-quality leads, less wasted budget, and a more efficient system for scaling results.