Case study · Roofing Companies · Australia
Roofing Case Study Australia: +204% Leads
How a roofing company with 5 crews in Adelaide grew inspection requests 204% and cut cost per lead 62% in 6 months with Email Marketing, Google Ads and Lead Generation.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Roofing Companies · Australia
Roofing
A roofing company with 5 crews based in Adelaide, serving the wider Adelaide area and focused on re-roofing, plus roof restoration and painting. Before working with us, 74% of enquiries came through hipages and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive inspection requests, a lower cost per contract and a pipeline the owner controls.
Results After 6 Months
Leads per month
+204%
Cost per lead
-62%
Marketing-sourced revenue
+298%
Return on marketing spend
21.5x
The challenge
Where the business was stuck
- Roof replacements are high-value but infrequent purchases, so buyers are cautious and compare several quotes.
- Storm and weather events create sudden demand spikes that most roofers aren't set up to capture.
- Roofing has a trust problem. Buyers worry about cowboys, so credibility signals matter more than in most trades.
- Campaigns were not planned around peak season, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Email Marketing, Google Ads and Lead Generation Program, the three channels with the best cost per contract for roofing businesses in Adelaide. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Email Marketing
- Set up SPF, DKIM and DMARC on the sending domain and warmed it up, taking inbox placement from 75% to 95%.
- Segmented 7,300 past customers and quote recipients by job type, area and last service date.
- Built 5 automated flows: welcome, quote nurture, post-job review request, annual service reminder and win-back.
- Sent a monthly campaign with seasonal offers for re-roofing and related work, A/B testing subject lines and send times.
Service 2
Google Ads
- Restructured the account into 14 single-theme ad groups by job type, with exact and phrase match only and a 382-term negative keyword list.
- Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimised for revenue, not form fills.
- Moved from manual CPC to Maximize Conversion Value with a target ROAS once 30+ conversions a month were flowing.
- Added ad scheduling and location bid adjustments so budget follows the hours and areas that produce booked work.
Service 3
Lead Generation Program
- Added the business to our exclusive lead generation program: one roofer per service area, so leads are never shared or resold.
- Launched dedicated lead capture pages and campaigns for re-roofing and roof restoration and painting across 10 service areas in the wider Adelaide region.
- Qualified every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
- Replaced paid lead credits on hipages with a fixed monthly program and weekly reports on cost per lead and booked jobs.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Inspection requests per month | 25 | 76 | +204% |
| Cost per lead | A$374 | A$142 | -62% |
| Cost per contract | A$1,857 | A$537 | -71% |
| Lead-to-job rate | 20% | 26% | +6 pts |
| Website conversion rate | 2.7% | 3.6% | +37% |
| Marketing-sourced revenue / month | A$74k | A$294k | +298% |
| Share of leads from paid directories | 74% | 17% | -57 pts |
| Email open rate | 22% | 45% | +23 pts |
| Search impression share | 19% | 44% | +25 pts |
| Exclusive leads delivered / month | 0 | 30 | new |
Lead growth
Inspection requests per month
Marketing-sourced revenue went from A$74k to A$294k a month, measured from booked roofing contracts in the CRM.
Optimisations That Moved The Numbers
- 01
Email flows now bring in A$39k of repeat and referral work a month from customers who were already on the books.
- 02
Segmented campaigns reach a 45% open rate and 5.9% click rate, compared with 22% for the old one-size newsletter.
- 03
The 382-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 48%.
- 04
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 48%.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering Email Marketing, Google Ads and Lead Generation.
Weeks 3 to 6
Build and launch
Email Marketing, Google Ads and Lead Generation live for re-roofing, plus roof restoration and painting.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Brisbane and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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