Case study · Roofing Companies · UK

Roofing Case Study UK: +197% Leads

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Address: IN
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How a roofing company with 4 crews in Manchester grew inspection requests 197% and cut cost per lead 65% in 6 months with Lead Generation, Google Ads and Local SEO.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Roofing Companies · UK

Roofing

A roofing company with 4 crews based in Manchester, serving the wider Manchester area and focused on full re-roofs and flat roofs. Before working with us, 59% of enquiries came through Checkatrade 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

+197%

Cost per lead

-65%

Marketing-sourced revenue

+278%

Return on marketing spend

31.2x

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.
Peak season (storm-driven repair demand peaks in autumn and winter; re-roofs and flat roofs are strongest in spring and summer) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on Lead Generation Program, Google Ads and Local SEO & Google Maps, the three channels with the best cost per contract for roofing businesses in Manchester. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

See our roofing marketing service in the UK

What we did

The technical work behind the numbers, service by service.

Service 1

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 re-roofs and flat roofs across 7 service areas in the wider Manchester 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 Checkatrade with a fixed monthly program and weekly reports on cost per lead and booked jobs.

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Service 2

Google Ads

Restructured the account into 27 single-theme ad groups by job type, with exact and phrase match only and a 679-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 50+ conversions a month were flowing.
Set up and managed Google Local Services Ads next to search campaigns, disputing invalid leads weekly.

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Service 3

Local SEO & Google Maps

Rebuilt the Google Business Profile: primary category corrected, 5 secondary categories added, 12 services with descriptions and a service area matched to the real travel radius.
Published 15 suburb and area pages across the wider Manchester area, each with local job photos, travel times and area-specific FAQs.
Launched a review request flow by SMS after every completed job, lifting review velocity from 1 to 20 new reviews a month.
Tracked rankings on a 9x9 geo-grid around the office to see Maps visibility street by street, not just from one location.

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The numbers

Before and after

Metric	Before	Month 6	Change
Inspection requests per month	33	98	+197%
Cost per lead	£138	£49	-65%
Cost per contract	£645	£180	-72%
Lead-to-job rate	21%	27%	+6 pts
Website conversion rate	2.5%	3.3%	+34%
Marketing-sourced revenue / month	£53k	£202k	+278%
Share of leads from paid directories	59%	17%	-42 pts
Exclusive leads delivered / month	0	36	new
Search impression share	25%	53%	+28 pts
Keywords in the Maps top 3	4	31	+27

Lead growth

Inspection requests per month

Marketing-sourced revenue went from £53k to £202k a month, measured from booked roofing contracts in the CRM.

Optimisations That Moved The Numbers

01
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 22%.
02
Exclusive leads close at 27%, compared with 9% for shared platform leads.
03
The 679-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 22%.
04
Adding 5 secondary Google Business Profile categories lifted discovery searches by 22% in six weeks.

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 Lead Generation, Google Ads and Local SEO.
Weeks 3 to 6
Build and launch
Lead Generation, Google Ads and Local SEO live for full re-roofs and flat roofs.
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 Leeds 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.