SPC Roofers

Background

SPC Roofers is a service-oriented roofing company known for its commitment to quality workmanship and customer satisfaction. Despite their strong reputation in the roofing industry, they encountered a critical challenge within their digital advertising efforts—predominantly receiving low-quality spam leads and job-seeker inquiries from their paid ad campaigns.

Objective

The primary objective was to enhance the lead quality from paid search ads, ensuring that the majority of leads were from genuine potential customers looking for roofing services, thereby improving the overall efficiency of their advertising spend and boosting revenue.

Challenges

• Overabundance of spam leads and irrelevant inquiries
• Underoptimized Google Ads campaigns leading to wasteful ad spend
• Lack of targeted approach within the existing ad strategy

Strategies Implemented

1. Ad Network Reconfiguration
   • Discontinued use of Search Partners and the Display Network to focus exclusively on Google Search.
2. Search Term Refinement
   • Analyzed and optimized the Search terms report to remove non-performing queries.
   • Developed a comprehensive negative keyword list to prevent ads from showing for unrelated searches.
   • Identified and capitalized on new keyword opportunities.
3. Conversion Tracking Enhancement
   • Implemented Enhanced Conversion Tracking to collect more granular user data for improved audience targeting.
4. CRM and Google Ads Integration
   • Integrated offline CRM data with Google Ads to provide richer data for Google's ad-serving algorithms on SERPs.

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Results

• Lead Volume: Achieved an unprecedented 1,279% increase in lead volume, reflecting a significant boost in both quantity and quality of leads.
• Revenue Growth: Recorded nearly a 20% increase in revenue as a direct consequence of the refined ad targeting and elevated conversion rates.

Conclusion

Through a strategic overhaul of SPC Roofers' paid search tactics, including network reconfiguration, search term refinement, advanced tracking, and data integration, we delivered a substantial improvement in lead quality and business revenue. This case study exemplifies the effectiveness of meticulous campaign optimization in achieving measurable success in digital advertising initiatives.

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