A roofing company in Charlotte was heavily dependent on referrals and word-of-mouth. Their previous ad campaigns generated clicks but very few qualified leads, and cost per lead was too high. The company needed a scalable system to consistently generate local roofing leads at a profitable cost.
Conducted a Google Ads audit to cut irrelevant keywords and wasted spend.
Built new ad groups focused on high-intent searches: “roof repair Charlotte,” “roof replacement cost,” “emergency roof leak repair.”
Implemented geo-targeting around Charlotte and nearby neighborhoods to capture local demand.
Created ad copy variations highlighting emergency services, financing options, and free inspections.
Added call extensions & form extensions to maximize conversions directly from ads.
Monitored search terms weekly, adding negative keywords to reduce junk clicks and irrelevant traffic.
By restructuring Google Ads campaigns around high-intent keywords and optimizing ad copy with strong CTAs, the roofing company achieved predictable lead flow while significantly lowering acquisition costs.
