Introduction

The Power of Paid Advertising for Roofing Companies

In today’s digital-first world, service businesses like roofing companies need more than word-of-mouth and flyers to secure new clients. Google Ads has emerged as a powerful platform to target homeowners actively looking for roofing services. This case study demonstrates how a strategic advertising approach delivered 46 high-quality leads and 42 phone calls for a roofing company in Connecticut.

What This Case Study Demonstrates

Over 1.5 years, the campaign helped the client achieve sustained growth in a highly competitive local market. With 15,000+ ad impressions and a CTR of 0.93%, this campaign shows how consistency, targeting, and smart messaging can drive tangible results.

Client Background

About the Roofing Business

The client is a home improvement company based in Norwich, Connecticut, specializing in residential roofing services. Their expertise spans roof repair, replacement, and inspections.

Location: Norwich, Connecticut

Located in a mid-sized city, the company serves both urban homeowners and suburban clients, aiming to become the go-to roofing expert in the region.

Services Offered

• Roof Installation
• Roof Replacement
• Leak Repairs
• Roof Inspections

Business Challenges

Low Lead Volume

Despite excellent services, the company faced a lead generation problem, with very few new inquiries coming through digital channels.

Inconsistent Phone Inquiries

There was no structured system in place to consistently bring in phone calls, making revenue forecasts unpredictable.

Competitive Market Conditions

With multiple contractors in the same region, standing out online required a clear strategy and sharp execution.

Project Objectives

Increase Phone Calls

The main goal was to drive phone calls from potential clients, allowing the sales team to close jobs faster.

Generate Qualified Leads

Rather than general traffic, the campaign focused on attracting homeowners with genuine interest in roofing services.

Drive Consistent Local Visibility

Visibility in Google’s local search results was critical to becoming a recognized name in Norwich.

Strategic Advertising Approach

Target Audience Identification

The campaign specifically targeted men and women aged 35–65+ in the top 41% income bracket, most likely to own property and require roofing services.

Keyword Research & Ad Grouping

Ads were structured around high-intent search queries like:

• “roof repair near me”
• “best roofing company in Norwich”
• “leaking roof fix Connecticut”

Location-Focused Campaign

The team used geo-targeting features in Google Ads to ensure impressions were only shown to users in and around Norwich.

Ad Creative & Landing Page Optimization

Designing the Right Call-to-Action

Top-performing ads used CTAs like:

• “Call Now for a Free Estimate”
• “Trusted Roofing Pros Near You”
• “Schedule Your Roof Inspection Today”

Custom Landing Page Flow

Every ad directed users to a conversion-optimized landing page with:

• Clear contact info
• A “click to call” button
• Service overviews
• Trust signals (testimonials, badges)

Conversion Funnel Highlights

The funnel was simple: Ad Click → Landing Page → Phone Call or Form Submission—with the majority opting for direct phone contact.

Audience Targeting Insights

Age & Income Demographics

The strategy targeted users who were:

• 35–65+ years old
• In the top 41% income segment
• Likely homeowners interested in repairs or upgrades

Behavioral Targeting: Home Improvement Interest

Google’s behavioral targeting tools ensured ads reached users actively browsing home repair topics, making intent much higher.

Geo-Targeting in Norwich

By limiting the radius to Norwich and immediate surroundings, the company ensured no budget wastage on irrelevant clicks.

Campaign Execution Timeline

Campaign Duration: 1.5 Years

The campaign has been live and evolving for over 18 months, making it one of the client’s longest-running and most consistent digital efforts.

Weekly Lead Trends

Lead volume grew steadily, especially during spring and summer, with weekly averages peaking at 10+ inquiries during high-demand periods.

Budget Allocation: $2,000/month

The $2,000/month budget covered:

• Google Ads Spend
• Landing Page Maintenance
• Campaign Management Fees

Performance Results

• Ad Impressions: 15,000+
• Phone Calls: 42
• Leads/Conversions: 46
• Click-Through Rate (CTR): 0.93%

This consistent engagement resulted in real business growth, as many of the phone calls led to job bookings.

Best Performing Ads

Messaging & CTA Analysis

The best ad had a direct and urgent tone:

“Roof Leaking? Call a Trusted Roofing Expert in Norwich Today – Free Quotes Available.”

Why These Ads Resonated

• Local credibility
• Immediate value offer (free quote)
• Urgent messaging for pain points (leaks, damage)

Visual & Headline Success Factors

Although static in design, the ad headlines and extensions included:

• Location modifiers
• Trust elements (“Certified Roofing Pros”)
• Star ratings where applicable

Ad Budget Breakdown

Monthly Spend	Metric	Results
$2,000	Leads Generated	46
	Phone Calls	42
	Impressions	15,000+
	CTR	0.93%
	Avg Cost per Lead	~$43.47

ROI per Lead & Call

Given the lifetime value of roofing clients, even a few conversions more than justified the ad spend—making this a high ROI campaign.

Challenges Faced

Optimizing CTR

Early ads had generic messaging, which suppressed CTR. Over time, CTA-focused ads improved performance.

Managing Ad Fatigue

Rotating creatives every few months helped prevent ad fatigue, keeping engagement fresh.

Balancing Budget with Volume

The team had to constantly evaluate whether to scale spend or optimize within the existing $2,000/month.

Lessons Learned

The Importance of Audience Segmentation

Narrow targeting by age, income, and behavior yielded better leads than broader settings.

Ongoing Campaign Testing

The campaign was successful due to continuous testing—including keyword variations, ad copy tweaks, and bid adjustments.

Seasonal Influence on Roofing Demand

Peak results occurred in spring and summer, suggesting that budget and bid strategy should adapt to seasonality.

Tools & Platforms Used

• Google Ads
• Landing Page Builders (Unbounce/Elementor)
• Google Analytics & Call Tracking Software
• Search Console for SEO Feedback Loop

Future Strategy Recommendations

Scaling Budget

Given the strong performance, the client is considering raising the budget to $3,000/month for greater reach.

Expanding Into Neighboring Cities

Expanding the campaign into New London and Windham Counties can help capture new client bases.

Adding Video Ads for Retargeting

Video-based remarketing can keep the brand top of mind for users who visited the site but didn’t convert.

FAQs

Q1: What was the monthly budget?
A: $2,000/month.

Q2: How many leads were generated?
A: 46 leads and 42 phone calls.

Q3: What platforms were used?
A: Google Ads, call tracking tools, and custom landing pages.

Q4: Who was the target audience?
A: Homeowners aged 35–65+ in the top 41% income bracket.

Q5: What services were promoted?
A: Roof repair, replacement, and inspections.

Q6: Is this strategy replicable?
A: Yes, especially for local service providers like plumbers, HVAC companies, and electricians.

Conclusion

This case study shows how a local roofing company turned a digital strategy into measurable business growth. With consistent optimization, a focused audience strategy, and clear messaging, the client converted Google Ads traffic into real jobs—and built a reliable stream of leads in a competitive market.