Case study · Roofing Companies · USA
Roofing Case Study USA: +158% Leads
How a roofing company with 6 crews in Tampa grew inspection requests 158% and cut cost per lead 58% in 6 months with Google Ads, Lead Generation and Email Marketing.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Roofing Companies · USA
Roofing
A roofing company with 6 crews based in Tampa, serving the wider Tampa area and focused on full roof replacement, plus storm and hail damage restoration. Before working with us, 77% of inquiries came through Angi 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
+158%
Cost per lead
-58%
Marketing-sourced revenue
+209%
Return on marketing spend
20.3x
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 Google Ads, Lead Generation Program and Email Marketing, the three channels with the best cost per contract for roofing businesses in Tampa. 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
Google Ads
- Restructured the account into 17 single-theme ad groups by job type, with exact and phrase match only and a 660-term negative keyword list.
- Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimized for revenue, not form fills.
- Moved from manual CPC to Maximize Conversion Value with a target ROAS once 30+ conversions a month were flowing.
- Set up and managed Google Local Services Ads next to search campaigns, disputing invalid leads weekly.
Service 2
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 full roof replacement and storm and hail damage restoration across 10 service areas in the wider Tampa 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 Angi with a fixed monthly program and weekly reports on cost per lead and booked jobs.
Service 3
Email Marketing
- Set up SPF, DKIM and DMARC on the sending domain and warmed it up, taking inbox placement from 61% to 98%.
- Segmented 4,200 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 full roof replacement and related work, A/B testing subject lines and send times.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Inspection requests per month | 33 | 85 | +158% |
| Cost per lead | $201 | $84 | -58% |
| Cost per contract | $998 | $346 | -65% |
| Lead-to-job rate | 20% | 24% | +4 pts |
| Website conversion rate | 2.1% | 2.9% | +36% |
| Marketing-sourced revenue / month | $60k | $185k | +209% |
| Share of leads from paid directories | 77% | 21% | -56 pts |
| Search impression share | 29% | 69% | +40 pts |
| Exclusive leads delivered / month | 0 | 36 | new |
| Email open rate | 16% | 44% | +28 pts |
Lead growth
Inspection requests per month
Marketing-sourced revenue went from $60k to $185k a month, measured from booked roofing contracts in the CRM.
Optimisations That Moved The Numbers
- 01
The 660-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 56%.
- 02
Offline conversion import let bidding favour full roof replacement searches, raising average lead value by 29%.
- 03
Qualifying leads before delivery cut time wasted on out-of-area and low-budget inquiries by 56%.
- 04
Email flows now bring in $27k of repeat and referral work a month from customers who were already on the books.
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 Google Ads, Lead Generation and Email Marketing.
Weeks 3 to 6
Build and launch
Google Ads, Lead Generation and Email Marketing live for full roof replacement, plus storm and hail damage restoration.
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 Atlanta 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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