A Roofing Company Gets 60 Leads at $6.69 Each — in 90 Days
Overview
A regional roofing company came to us needing a consistent flow of qualified leads. Their previous efforts weren’t producing results at a cost that made sense for the business. We built a 90-day Google Ads campaign from the ground up — tightly targeted, continuously optimized, and built around a conversion-first landing page.
The results speak for themselves: a 55% conversion rate and a cost per lead of just $6.69 — exceptional for a high-ticket home services vertical where each customer can represent thousands of dollars in revenue.
The Challenge
Roofing is one of the most competitive local service categories in paid search. Clicks are expensive, customers are high-intent but transient, and most campaigns waste budget on unqualified traffic. The client needed:
- A scalable lead pipeline at a cost that justified ad spend
- Ads that cut through a crowded SERP and resonated with homeowners in distress or planning mode
- A landing page that converted — not just drove clicks
Our Approach
Keyword Research & Geo-Targeting
We built the campaign around high-intent, long-tail search terms like “roof repair near me” and “emergency roof replacement” — phrases that signal a homeowner is ready to act, not just browsing. Geo-targeting was set precisely to the client’s actual service area, eliminating wasted impressions.
Ad Copy That Converts
Multiple ad variations were tested against each other emphasizing urgency and credibility — “Fast, Reliable Roofing Services” and “Get a Free Estimate Today.” We layered in callout extensions, location extensions, and sitelinks to maximize visibility and give searchers multiple entry points.
Dedicated Landing Page
We built a landing page matched to the ad copy — same message, same offer, minimal friction. Clear CTAs, a simple contact form, and trust signals drove the exceptional conversion rate we achieved.
Weekly Optimization
The campaign wasn’t set-and-forget. We reviewed ad performance weekly, paused underperforming keywords, added new ones as search trends shifted, and adjusted bids based on live conversion data throughout the full 90-day window.
Results
| Metric | Result |
|---|---|
| Click-Through Rate | 11.15% |
| Conversion Rate | 55.05% |
| Cost Per Lead | $6.69 |
| Total Leads (90 Days) | 60 |
An 11.15% CTR is significantly above industry averages for home services search campaigns — a direct signal that our ad copy matched what homeowners were searching for. More than half of everyone who clicked converted into a lead, which is the result of targeting the right keywords and landing them on a page built to close.
At $6.69 per lead in a vertical where even a single job is worth thousands of dollars, the ROI margin here is substantial for any roofing operator.
Conclusion
This campaign is a clean example of what happens when keyword strategy, ad creative, landing page design, and ongoing optimization all work together. The roofing industry is competitive — but the right approach makes it very winnable at a cost that makes business sense.
*Client and location details have been anonymized to protect our white label partners. Advirtis is a silent extension of your agency team.