Case study · Roofing Companies · Canada
Roofing Case Study Canada: +144% Leads
How a roofing company with 4 crews in Montreal grew inspection requests 144% and cut cost per lead 46% in 6 months with Email Marketing, Lead Generation and Meta Ads.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Roofing Companies · Canada
Roofing
A roofing company with 4 crews based in Montreal, serving the wider Montreal area and focused on asphalt shingle roof replacement and metal roofing. Before working with us, 69% of enquiries came through HomeStars 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
+144%
Cost per lead
-46%
Marketing-sourced revenue
+209%
Return on marketing spend
19.5x
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.
- Peak season (most work happens from april to november; hail season in alberta peaks in summer) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Email Marketing, Lead Generation Program and Meta Ads (Facebook & Instagram), the three channels with the best cost per contract for roofing businesses in Montreal. 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 60% to 98%.
- Segmented 4,600 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 asphalt shingle roof replacement and related work, A/B testing subject lines and send times.
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 asphalt shingle roof replacement and metal roofing across 11 service areas in the wider Montreal 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 HomeStars with a fixed monthly program and weekly reports on cost per lead and booked jobs.
Service 3
Meta Ads (Facebook & Instagram)
- Installed the Meta Pixel and Conversions API server-side, lifting event match quality from 5.1 to 8.6 out of 10.
- Launched Instant Form lead ads with 5 qualifying questions (area, job type, timeframe) to filter out low-intent leads.
- Tested 24 creatives: before and after photos, short job videos and owner-to-camera clips; the top 6 now carry the budget.
- Built audiences from website visitors, video viewers and a 3% lookalike of past customers, excluding existing clients.
- Synced lead ad submissions to the CRM in real time so every lead was called within minutes.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Inspection requests per month | 25 | 61 | +144% |
| Cost per lead | C$239 | C$129 | -46% |
| Cost per contract | C$1,117 | C$477 | -57% |
| Lead-to-job rate | 21% | 27% | +6 pts |
| Website conversion rate | 3.1% | 4.6% | +46% |
| Marketing-sourced revenue / month | C$64k | C$197k | +209% |
| Share of leads from paid directories | 69% | 14% | -55 pts |
| Email open rate | 15% | 45% | +30 pts |
| Exclusive leads delivered / month | 0 | 25 | new |
| Meta Ads leads / month | 0 | 17 | new channel |
Lead growth
Inspection requests per month
Marketing-sourced revenue went from C$64k to C$197k a month, measured from booked roofing contracts in the CRM.
Optimisations That Moved The Numbers
- 01
Email flows now bring in C$56k of repeat and referral work a month from customers who were already on the books.
- 02
Segmented campaigns reach a 45% open rate and 4.3% click rate, compared with 15% for the old one-size newsletter.
- 03
Qualifying leads before delivery cut time wasted on out-of-area and low-budget enquiries by 47%.
- 04
Adding qualifying questions to the lead form cut junk leads by 47% while keeping cost per lead 20% below the account average.
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, Lead Generation and Meta Ads.
Weeks 3 to 6
Build and launch
Email Marketing, Lead Generation and Meta Ads live for asphalt shingle roof replacement and metal roofing.
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 Ottawa 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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