Introduction
A Sacramento-based roofing company wanted to increase its customer base but struggled to generate consistent leads. With a limited budget of $3,000 per month for PPC, they turned to Google Ads to attract high-intent customers. Over six months, they optimized their campaign and saw a 75% increase in conversions while reducing their cost per lead by 40%.
Initial Challenges
Before implementing a structured PPC strategy, the roofing company faced several challenges:
- High cost per click (CPC) averaging $12.50
- Poor conversion rate at 2.5%
- Unqualified leads from broad keyword targeting
- A high bounce rate of 65% on their landing page
Strategy and Execution
To address these issues, the company took the following approach:
1. Keyword Optimization
- Shifted focus from broad match keywords to exact match and phrase match.
- Implemented negative keywords to filter out low-intent searches.
- Focused on high-intent keywords such as “emergency roof repair Sacramento” and “affordable roof replacement.”
2. Landing Page Improvements
- Redesigned the landing page to include clear call-to-actions (CTAs) and trust signals like reviews and guarantees.
- Reduced page load time from 4.5 seconds to 1.8 seconds.
- Simplified the lead capture form to require only essential information.
3. Bid Strategy Adjustments
- Switched from manual CPC to Target CPA bidding.
- Allocated higher bids during peak business hours (7 AM – 9 AM and 5 PM – 8 PM).
- Implemented geo-targeting to focus on high-converting neighborhoods in Sacramento.
4. Ad Copy and Extensions
- Tested multiple ad variations to identify the best-performing headlines and descriptions.
- Used site link extensions to direct users to service-specific pages.
- Included call extensions, leading to a 30% increase in phone inquiries.
Results After Six Months
After optimizing their Google Ads campaign, the roofing company saw remarkable improvements:
- Cost per click (CPC) reduced from $12.50 to $7.80 (-38%)
- Conversion rate increased from 2.5% to 7.2% (+188%)
- Cost per lead decreased from $50 to $30 (-40%)
- Monthly leads grew from 60 to 145 (+142%)
- Sales revenue increased by 85% compared to the previous six months
Key Takeaways
- Proper keyword selection and negative keywords can significantly improve lead quality.
- A well-optimized landing page reduces bounce rates and increases conversions.
- Strategic bid adjustments help allocate budget efficiently.
- Testing different ad variations leads to better performance over time.
Conclusion
By refining their Google Ads strategy, this Sacramento-based roofing company transformed its digital marketing efforts. With continuous testing and optimization, they managed to lower costs while driving more qualified leads. This case study highlights the importance of data-driven decision-making in PPC campaigns for local service-based businesses looking to scale their sales effectively.
