SNAP
Industry: Roofing
Location: Gloucestershire, UK
Campaign Type: Lead Generation
Channels: Google Ads
CLIENT INTRODUCTION
Andy, owner of a local roofing company came to us after working with another provider to secure high-intent leads in a very small service. He was frustrated with poor results and a lack of strategy.
69
New Leads in First 90 Days
45%
Reduction in CPL
10%
Increase in CTR
INSIDE THE CAMPAIGN
Day 0 to Day 90
01
Problem
On review, the account was poorly structured. Campaigns lacked clear themes, making optimisation difficult. All leads were pushed to fill out a form—there were no call options.
In roofing, calls often convert better than forms, and not offering this route was costing the business valuable leads.
“We weren’t to know that was important. That’s what we trusted them with. I wonder how many phone calls we could have had if it was an option,” Andy said.
02
Solution
We rebuilt the campaign for clarity and performance. Ad groups were themed and linked to fast-loading landing pages with clear CTAs.
We focused on high-intent keywords—roof repairs, installations, emergencies—to cut wasted spend and attract better-fit leads.
Call ads were introduced, allowing customers to call the business directly from the ad. We also adjusted ad schedules so calls came in during business hours only.
03
Results
Within 90 days, we generated 69 high-intent leads from homeowners needing roofing services.
By restructuring the campaign and adding call ads, we cut cost per lead by 45%, improving Andy’s return on ad spend.
Improvements to the account structure and landing page relevance led to a 10% increase in CTR.
04
Strategic Takeaway
Clear structure and the right lead channels make a measurable difference. In trades like roofing, enabling direct calls—especially during working hours—is often the difference between a lead and a missed opportunity.
CONCLUSION
This campaign gave Andy the clarity and control he’d been missing. With a better-structured setup, stronger targeting, and call ads in place, he finally had a system that delivered the right kind of leads—without the wasted spend. What started as a frustration became a reliable source of high-quality enquiries.
ANDY (CLIENT) KEY TAKEAWAY
"I just wanted the phone to ring with the right kind of work—and now it does. It’s made a real difference knowing the ads are finally working for us.”
BEN (BANANA) KEY TAKEAWAY
”It’s not enough to show ads and hope for the best. You need to think about user behaviour or you’ll lose leads. Not offering a call option was criminal.”
"Most accounts don't need a rebuild - they need a reset in thinking. This was about getting back to basics and keeping things simple"