Helping a Roofing Company Nail It: 800% Marketing ROI

800%

ROI

14.2%

CTR

≈ 45 USD

CPL

Business Situation

Since 2019, Complete Roofing Solutions (CRS) has been expanding its commercial and residential roofing services in Auckland. Their team of over 25 roofing specialists delivers complete roofing solutions, specializing in installation, re-roofing, and commercial roofing.

Challenge

• Needing help acquiring regionally specific leads and converting those qualified leads to clients in a competitive market niche, CRS contacted Tula Digital Marketing to devise and manage a comprehensive digital advertising campaign. 
• This client was ready to optimize their existing Google Ads account with appropriate remarketing, capitalizing on website visitors considering their services (but who had yet to convert) by requesting a quote. 

The KPIs (conversion behaviors) we focused on for this project were:

• Submitting a quote request form 📝
• Calling via the website or Featured Snippet (no site visit) 📞

Solution

• In November 2020, CRS launched a geo-targeting campaign led by Tula Digital Marketing account manager Ruslan Tula, starting with a monthly investment of $5K. 
• We implemented Google Search Network Ads for primary services and branded products, including a brand search campaign for an audience with some awareness of Complete Roofing Solutions (who had already heard about them).
• To broaden reach, Google Ads targeted competitor brand keywords, using actual names in ad titles to avoid legal issues. Continuous tracking allowed adjustments to keywords.
• Reduced conversion costs prompted a shift to Smart Bidding, a strategic boost in campaign performance.

I’m thrilled we’re booking services two months ahead. I highly recommend entrusting your PPC advertising to the Tula Digital Marketing team.”

John Smith

Owner

Customization

• If visitors were previously interested in one of our client’s services or products, they were served a banner matching their interests.
• Mid-campaign, the client temporarily increased their monthly spending by $3K ($8K). However, the number of qualified leads became overwhelming, so we returned to the original $5K.

Outcomes

  High-performing campaigns 💪💪

Performance Benefits

• Efficiently configured PPC advertising
• Reduced monthly spending on Google Ads for roofing—from $5K to $1K (due to volume of new business).
• Shifted attention from advertising a roofing business to fulfilling orders and growing its team of roofing specialists. 👷🏻👷🏻👷🏻
• Roofing digital marketing is running quietly and cost-effectively in the background. 🔄

• Full inbound pipeline (CRS is now booking two months out). 📈

Updates

As of February 2021, our ongoing collaboration with CRS uses a monthly maintenance budget of $1K to bring in comparable cost per conversion.