The Goals
- Own the pipeline: Replace shared, resold leads with exclusive inquiries from local homeowners.
- Cut the cost per lead: Beat the price they were paying lead platforms for shared, resold contacts.
- Fill the calendar: Turn website visits into scheduled roof inspections and consultations.
- Prove it with numbers: Track every call and form back to the ad that produced it.
Our Approach
- Service-specific campaigns: Separate campaigns for installation, repair, and inspection searches — each matched to its own ads and landing page, because "roof leaking now" and "new roof cost" are very different customers.
- Full conversion tracking: Calls and forms tracked from first click to booked inspection, so budget always flowed toward what actually produced jobs.
What We Did
We began with the competitive landscape: what local homeowners search when a roof fails, what competitors bid on, and where the wasted money hides. The answer was a localized, high-intent PPC strategy — visible only to homeowners in RoofCrafters' service area with a real roofing problem.
Ads were written around the concerns homeowners actually have — leaks, storm damage, replacement cost — and every service got a dedicated landing page with clear calls to action for booking an inspection or requesting a quote.
Then the testing never stopped: A/B tests on ad copy, page headlines, images, and calls to action, week after week. That's how lead volume grew while cost per lead fell 25% — the two numbers that usually move in opposite directions.
