3 months
4×
Booked jobs per month
20
Before
80
After
−70%Cost per lead
4×Leads per month
Google Ads · Performance Max · Tracking & Analytics Updated
Cutting a Roofing Company’s Cost per Lead by 79% in One Month
A roofing and construction company was paying $176 per conversion for a handful of leads. In one month we cleaned up targeting, rebuilt campaigns by roofing service and brought the cost per conversion down to $36.67.
Results
Nov – Dec 2025
Source: Google Ads account data
- Cost per conversion
- $36.67
- −79% vs. $176
- Lead form submissions
- 38
- 2× vs. 19
- Phone calls
- 21
- 3.5× vs. 6
- Client
- Roofing & construction company
- Industry
- Roofing & Construction
- Market
- USA
- Channels
- Google Ads Search, Performance Max
- Timeframe
- Nov – Dec 2025
Tools & platforms
- Google Ads Search
- Performance Max
- Negative keyword lists
- Call & form conversion tracking
Overview
More roofing leads without more waste
The client wanted more roof repair and replacement leads, but the account was spending on low-intent searches and producing very few enquiries.
We took control of the keywords, removed wasted spend and rebuilt Search and Performance Max around the roofing services the business actually wanted to sell.
What we worked on
- Google Ads SearchCampaigns by roofing service.
- Performance MaxOptimised for service-based intent.
- Search term cleanupNegative keywords to cut low-intent traffic.
- Conversion trackingCalls and forms reviewed and verified.
The challenge
High costs and low lead volume
In November 2025 the account produced 19 form leads and 6 phone calls at $176 per conversion.
-
01
Limited keyword control
Keywords were not refined around roofing services.
-
02
Low-intent search terms
Budget was going to searches that would never book a roof job.
-
03
Generic ads
Ad copy did not speak to repair or replacement needs.
-
04
Very high cost per lead
At $176 per conversion, growth was not profitable.
The solution
Focused on roofing intent
We rebuilt the account so every click had a real chance of becoming a roofing job.
-
01
Campaigns by roofing service
Repair, replacement and roofing services separated for control.
-
02
Search term cleanup
Negative keywords added to block low-intent traffic.
-
03
Repair & replacement ad copy
Ads matched to what homeowners were searching for.
-
04
Performance Max tuned for intent
Signals and assets aimed at service-based searches.
Results
One month later
Lead volume grew while the cost of each conversion fell sharply.
Before
Expensive, low-volume leads
Few enquiries and budget lost to low-intent searches.
After
More leads at a fraction of the cost
Consistent conversions from roof replacement, roof repair and roofing services searches.
Form leads
1938
2×
Phone calls
621
3.5×
Cost per conversion
$176$36.67
−79%
November 2025 vs. December 2025. Google Ads account data.
Execution
What we did, step by step
-
Step 1
Search term & keyword audit
Found the low-intent searches eating the budget.
-
Step 2
Restructure by roofing service
Repair, replacement and roofing services separated for tighter control.
-
Step 3
Negatives & new ad copy
Negative keywords added and ads rewritten for repair and replacement searches.
-
Step 4
Performance Max & tracking
Performance Max tuned for service intent, calls and forms tracking checked.
FAQ
Questions about this project
How quickly did the cost per conversion drop?
In one month. It went from $176 in November 2025 to $36.67 in December 2025.
Did lead volume go up as well?
Yes. Form submissions doubled from 19 to 38 and phone calls rose from 6 to 21.
Which keywords converted best?
Searches like roof replacement, roof repair and roofing services, confirmed in the search terms report.
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