Case study · Roofing Companies · Ireland
Roofing Case Study Ireland: +158% Leads
How a roofing company with 5 crews in Cork grew inspection requests 158% and cut cost per lead 54% in 6 months with Lead Generation, Email Marketing and Google Ads.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Roofing Companies · Ireland
Roofing
A roofing company with 5 crews based in Cork, serving the wider Cork area and focused on roof replacements and storm damage repairs. Before working with us, 73% of enquiries came through trade directories 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
-54%
Marketing-sourced revenue
+223%
Return on marketing spend
16.9x
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 (repairs spike after autumn and winter storms; replacements 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, Email Marketing and Google Ads, the three channels with the best cost per contract for roofing businesses in Cork. 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
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 roof replacements and storm damage repairs across 9 service areas in the wider Cork 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 trade directories with a fixed monthly program and weekly reports on cost per lead and booked jobs.
Service 2
Email Marketing
- Set up SPF, DKIM and DMARC on the sending domain and warmed it up, taking inbox placement from 75% to 98%.
- Segmented 3,200 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 roof replacements and related work, A/B testing subject lines and send times.
Service 3
Google Ads
- Restructured the account into 19 single-theme ad groups by job type, with exact and phrase match only and a 671-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.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Inspection requests per month | 19 | 49 | +158% |
| Cost per lead | €206 | €95 | -54% |
| Cost per contract | €995 | €367 | -63% |
| Lead-to-job rate | 21% | 26% | +5 pts |
| Website conversion rate | 2.6% | 3.6% | +41% |
| Marketing-sourced revenue / month | €34k | €110k | +223% |
| Share of leads from paid directories | 73% | 20% | -53 pts |
| Exclusive leads delivered / month | 0 | 19 | new |
| Email open rate | 22% | 43% | +21 pts |
| Search impression share | 31% | 63% | +32 pts |
Lead growth
Inspection requests per month
Marketing-sourced revenue went from €34k to €110k 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 34%.
- 02
Exclusive leads close at 26%, compared with 12% for shared platform leads.
- 03
Email flows now bring in €41k of repeat and referral work a month from customers who were already on the books.
- 04
The 671-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 34%.
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, Email Marketing and Google Ads.
Weeks 3 to 6
Build and launch
Lead Generation, Email Marketing and Google Ads live for roof replacements and storm damage repairs.
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 Waterford 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.
Roofing Companies case studies in other countries
Australia
USA
UK
Dubai
Netherlands
Canada
New ZealandMore case studies in Ireland
Let's Discuss Your Growth
Tell us about your business. We'll reply with a plan, realistic lead volumes and costs.