Roofing Company — Higher-Intent Google Ads for Quote Requests
RoofingOrlando, FL
Google Ads · Landing pages · Conversion tracking
Tighter search themes, clearer offer, and a simplified estimate flow cut wasted spend while qualified leads rose.
Summary
We rebuilt the paid search path around storm and replacement intent, aligned ads to a single high-converting estimate funnel, and instrumented lead quality so spend followed revenue.
Problem
- Search campaigns mixed repair, replacement, and storm traffic in one structure.
- The landing path buried proof and asked for too much before the first touch.
- Reporting blended form fills with true booked estimates.
Approach
We split campaigns by intent, rewrote ads to pre-qualify homeowners, and simplified the estimate request into a shorter, trust-first flow.
Solution
Google Ads accounts were rebuilt with tighter keyword themes, RSAs per intent cluster, and sitelinks to proof. We launched a focused landing template with social proof, service area clarity, and one primary CTA.
- Search term audits weekly with negative keyword discipline
- Landing template + speed pass on mobile
- Offline conversion import for booked estimates
Results
Lead volume grew with cleaner intent, CPL fell, and the sales team reported fewer tire-kickers.
More booked estimates from the same ad budget because spend shifted to higher-close searches.
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