About the client
The client is a commercial roofing contractor serving property managers and facility owners across a three-state region. They needed a reliable flow of qualified project inquiries — inspection requests, repair estimates, and full replacement consultations.
Before the rebuild, their campaigns ran generic queries with no search term filtering. Branded terms were cannibalizing spend, the display network was leaking budget, and inbound calls were never tracked — so nobody knew which campaigns produced real jobs.
The Challenge
Hemorrhaging budget on branded search cannibalization, display network leakage, and unqualified spam calls. No call tracking. No negative keywords. CPA was 3x industry benchmark.
Our Solution
Full search term audit and negative keyword armor. Deployed CallRail for qualified call tracking. Rebuilt campaigns with high-intent keyword isolation and bid-to-qualified-lead automation.
The Outcome
Within 90 days, qualified leads nearly tripled while cost per lead dropped 42%. Branded cannibalization eliminated, and every dollar of spend was traceable to a scored, recorded phone call.
Key results
- Qualified Leads
- +184%
- Calls & form submissions
- Cost Per Lead
- -42%
- Slashing ad waste
- Clean Data
- 100%
- Call tracking verified
- Tracked Spend
- $119K
- Every dollar accounted for
Figures and screenshots come from the client’s own Google Ads account for the period shown. Results depend on the business, budget and market, so they aren’t a guarantee of future performance.
