GOOGLE ADS: GENERATING HIGH-QUALITY LEADS FOR A ROOFING COMPANY

A local roofing company needed high-intent leads in a very small UK service area. After working with another provider, they were frustrated with poor results and lack of clear strategy. They came to us looking for a structured, effective approach to lead generation.

Leads

0

CPL

- 0 %

CTR

+ 0 %

BACKGROUND

The client approached us unhappy with their previous Google Ads provider. Their campaign was messy and ineffective, and it was clear they were wasting budget on poor targeting and irrelevant clicks.

The main issues included:

Unstructured campaign setup – No clear theme-based ad groups, making optimisation difficult.
No call ads – In industries like roofing, calls convert much better than form submissions, yet none were being used.

The challenge was not just fixing the account, but also maximising lead flow in a very limited geographic area.

CHALLENGES

Small Service Area

No Call Ads

Messy Ad Account

SOLUTION

Strategy Development
Structure
CRO

Rebuilt campaign structure with single-theme ad groups for better relevance and control.
Implemented more refined location targeting to focus budget on the highest-converting areas.
Adjusted bidding strategies to prioritise lead volume while maintaining efficiency.

1. Search Campaign – Targeting the Right Keywords

Focused on high-intent roofing-related search terms (roof repairs, new installations, emergency services).
Eliminated wasted spend on broad, low-intent keywords.
Used highly specific ad copy tailored to different roofing services.

2. Call Ads – Capturing High-Intent Leads

Introduced call-only ads, allowing potential customers to speak directly with the roofing company.
Adjusted ad scheduling to ensure call ads ran only during business hours.
Tracked call conversions to measure effectiveness and optimise performance.

Recommended simplified lead forms and clear call-to-action buttons.
Added trust signals (testimonials, accreditations, guarantees) to increase conversion rates.
Ensured fast-loading, mobile-friendly pages to improve user experience.

RESULTS

139 Leads

We generated 139 high-quality leads, delivering consistent inquiries from homeowners in need of roofing services.

47% Reduction in CPL

By improving campaign structure and adding call ads, we cut the cost per lead nearly in half, ensuring better return on ad spend.

+10% CTR

Our single theme ad groups and refined messaging increased CTR to over 10%, meaning more qualified prospects were clicking through and engaging.