Travel & Tours
Tripling ROAS for a German-Language Tour Operator in Mexico
ROAS from 166% to 547% in one month: more booking value from ads with less than half the spend.
- 5.5×
- ROAS
- +51%
- booking value
- −54%
- ad spend
Google Ads
More Form Leads for 20% Less Spend: A Roofing Google Ads Turnaround
A roofing company was getting leads, but paying too much for them. By tightening keywords and cleaning up search terms, the cost per conversion fell from $54.76 to $38.99 while monthly spend went down.
Results
Sep – Dec 2025
Source: Google Ads account data
- Cost per conversion
- $38.99
- −29% vs. $54.76
- Form leads in December
- 54
- +28% vs. monthly avg.
- Monthly ad spend
- $2.85K
- −20% vs. monthly avg.
- Client
- Roofing company
- Industry
- Roofing & Construction
- Market
- USA
- Channels
- Google Ads Search
- Timeframe
- Sep – Dec 2025
Tools & platforms
- Google Ads
- Search terms report
- Negative keyword lists
- Bid strategy optimisation
Overview
Better control over roofing keywords
The roofing company had steady demand, but the account was spending more than it needed to for each lead.
We reviewed keywords and search terms line by line, removed waste, and improved ads and bidding so the budget went to searches most likely to become roofing jobs.
What we worked on
- Google Ads optimisationAccount review and monthly management.
- Keyword refinementFocus on high-intent roofing keywords.
- Search term analysisLow-intent traffic removed.
- Bidding & ad copyImproved to lower cost per conversion.
The challenge
Leads were coming in, but at a high cost
From September to November 2025 the account averaged about $3.57K in monthly spend at $54.76 per conversion.
-
01
Inconsistent results
Performance changed a lot from week to week.
-
02
Wasted spend
Search terms included traffic with little intent to hire a roofer.
-
03
Uneven lead quality
Not every enquiry was a real roofing job.
-
04
Hard to scale
The cost per conversion limited how much budget made sense.
The solution
Tightened the account around roofing jobs
Small, steady changes that moved budget to the searches that convert.
-
01
Restructured by roofing service
Clearer campaigns for each service line.
-
02
High-intent keywords
Roof repair, replacement and roofers near me prioritised.
-
03
Search term cleanup
Ongoing negatives to stop wasted clicks.
-
04
Ad copy & bidding
Sharper ads and bids aimed at lower cost per lead.
Results
Lower cost per lead on a smaller budget
Form leads grew and every conversion cost less, even with a lower monthly budget. Phone calls dipped slightly as more people chose the form.
Before
Paying too much per lead
Wasted spend on low-intent searches pushed costs up.
After
Leaner and more efficient
Search term reports confirmed conversions from core roofing keywords.
Cost per conversion
$54.76$38.99
−29%
Form leads / month
42.354
+28%
Phone calls / month
3731
−16%
Ad spend / month
$3.57K$2.85K
−20%
Before: monthly average, Sep 1 – Nov 30, 2025 (127 forms, 111 calls, $10.7K in total). After: December 2025. Google Ads account data.
Execution
What we did, step by step
-
Step 1
Keyword & search term analysis
Reviewed which searches were spending without converting.
-
Step 2
Restructure by roofing service
Campaigns organised around the services the business wanted to sell.
-
Step 3
Cleanup & negatives
Low-intent traffic blocked with ongoing negative keywords.
-
Step 4
Ad copy & bidding
Sharper ads and bids aimed at a lower cost per conversion.
FAQ
Questions about this project
Why did phone calls go down?
Calls fell from about 37 to 31 per month while form leads rose from about 42 to 54. Total leads per month still went up, and each conversion cost 29% less.
How was the comparison made?
The before figures are monthly averages from September 1 to November 30, 2025 (127 forms, 111 calls, $10.7K spend in total). The after figures are from December 2025.
What was the biggest change?
Removing low-intent search terms. It lowered spend while keeping the searches that turn into roofing jobs.
More results
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Cost per conversion down from $176 to $36.67 while form leads doubled and calls grew 3.5× in one month.
- −79%
- cost / conv.
- 2×
- form leads
- 3.5×
- phone calls
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