SNAP
Industry: Roofing
Location: Bristol, UK
Campaign Type: Lead Generation
Channels: Google Ads
CLIENT INTRODUCTION
John, the owner of a family-run roofing company in Bristol, had built a reputation over 15 years for quality and reliability. The business had grown steadily through referrals and word-of-mouth alone.
54 Days
To Break-Even
26
New Customers in First 90 Days
£4.78
Average CPC
INSIDE THE CAMPAIGN
Day 0 to Day 90
01
Problem
John wanted to expand the team and come off the tools. Inbound leads were steady and sustainable, but scaling to the next level meant reaching more customers — and paid ads offered the fastest route.
Four months before working with us, he hired an agency to run Google Ads. It was disappointing — thousands spent, few leads, unclear reports, no return.
“We weren’t sure Google Ads would work at all after that,” John said.
He was hesitant to reinvest, but still determined to control lead flow and scale the business.
02
Solution
On review, we found two main issues: broad match keywords were wasting budget on irrelevant clicks, and high keyword volume spread spend too thin to gather meaningful data.
We rebuilt the campaign for precision and conversions — cutting the keyword list by 75%, switching to exact match, applying an ongoing negative keyword strategy, and launching a focused landing page built to convert roofing leads with clear messaging and a mobile-first form.
03
Results
Within the first 30 days, we began gathering enough meaningful data to refine targeting. Leads started coming in with clearer intent and more consistent contact details.
By day 54, the client had broken even on ad spend and moved into profit. By day 90, the campaign had generated 26 new customers, a £4.78 average CPC, and a growing list of qualified leads and booked jobs.
04
Strategic Takeaway
This project showed that success with Google Ads doesn’t come from spending more — it comes from spending smarter. By simplifying the keyword strategy, controlling targeting, and sending traffic to a purpose-built landing page, we created a system that produced consistent, profitable leads.
The approach was repeatable, scalable, and built on fundamentals — not gimmicks. It turned Google Ads from a cost into a controlled growth tool.
CONCLUSION
This campaign restored John’s confidence in Google Ads. After a poor first attempt, he was sceptical — but with a focused setup, clear reporting, and real results, the value was clear. He now has a repeatable system for steady growth and a better grasp of how to use ads on his terms.
JOHN (CLIENT) KEY TAKEAWAY
"If I had advice for others, it'd be give it time, work with someone who actually explains what they're doing, and stick with the process"
BEN (BANANA) KEY TAKEAWAY
"Most accounts don't need a rebuild - they need a reset in thinking. This was about getting back to basics and keeping things simple"
"Most accounts don't need a rebuild - they need a reset in thinking. This was about getting back to basics and keeping things simple"