01
THE SITUATION
A Roofing Campaign Burning Budget Without Producing Leads
Our mission as an agency is straightforward: help small roofing businesses thrive by strengthening their online presence, driving targeted traffic, and delivering measurable results that support long-term growth. We specialize in cost-effective, high-impact digital marketing built specifically for roofing businesses and contractors, expanding reach both locally and nationally.
But when we audited this account in August 2024, the campaign was in trouble. It had produced just 2 conversions for the entire month, at a conversion rate of only 1.14%. Cost per conversion had climbed to an unsustainable $380.80.
The challenge was clear: increase conversions, reduce cost per acquisition, and improve overall campaign efficiency, without increasing the budget. Roofing is a high-consideration, high-ticket service, so the fix had to come from smarter targeting, not more spend.
Low Conversions
Only 2 conversions in August
Unsustainable CPA
$380.80 per conversion
Poor Targeting
Irrelevant search terms
02
WHAT WE DID
Eight Strategic Fixes That Rebuilt the Campaign
Over three months, we executed a coordinated series of optimizations, from targeting and bidding to ad creative and local extensions. Each change compounded on the last.
1
Refined Targeting with Negative Keywords
We eliminated irrelevant search terms so ads only reached the right audience — immediately improving campaign efficiency.
2
Search Term Analysis for Optimization
By identifying high-value keywords, we refined ad targeting to attract more qualified roofing leads.
3
Asset Organization via Performance Max
We used Performance Max campaigns to streamline management and maximize overall results across channels.
4
Smart Bid Adjustments
We fine-tuned bids on specific keywords to optimize ROI and boost conversion rates.
5
A/B Testing for Creative Optimization
We tested multiple ad creatives to refine messaging and improve overall campaign effectiveness.
6
Structured Snippets for Credibility
We highlighted services like "free estimates," "licensed contractors," and "24/7 availability", adding trust signals and improving ad visibility.
7
Responsive Search Ads (RSAs)
RSAs automatically tested different headlines and descriptions, ensuring the best-performing combinations surfaced and ad relevance improved.
8
Local Targeting & Geo-Extensions
We focused on hyper-local targeting with location-based ad extensions to capture local leads, critical for services dependent on geographic proximity.
03
THE RESULTS
250% More Conversions at 58% Lower Cost
Over three months, conversions rose from 2 to 7, cost per conversion fell from $380.80 to $159.98, and conversion rate climbed from 1.14% to 10.94%. Every core metric moved in the right direction.
Conversion Increase
Conversions rose from 2 in August to 7 in both September and October, a 250% improvement.
Cost Efficiency
Cost per conversion was reduced by 57.9%, dropping from $380.80 to $159.98.
Conversion Rate
The conversion rate improved from 1.14% to 10.94%, a massive lift in campaign quality.
The Real Takeaway
These results show what happens when a roofing campaign stops chasing broad traffic and starts targeting the right traffic. Better keywords, tighter bids, stronger creative, and local signals combined to deliver more leads for far less money.
04
THE TIMELINE
From Baseline to Breakthrough
A step-by-step view of how the campaign moved from its initial numbers to a stronger, more efficient lead engine.
FAQ
CHIROPRACTOR PPC
Frequently Asked Questions
Common questions about our chiropractor PPC case study and process.
How much did conversions increase in the roofing PPC campaign?
Conversions increased from 2 in August 2024 to 7 in both September and October 2024, a 250% improvement, through negative keyword refinement, Performance Max campaigns, and RSA testing.
How much did the cost per conversion drop?
Cost per conversion dropped 57.9%, from $380.80 in August 2024 to $159.98 in October 2024, through smart bid adjustments and refined targeting.
Can this PPC strategy work for other roofing or home service businesses?
Yes. The combination of negative keywords, Performance Max, RSA testing, and local targeting works exceptionally well for roofers, HVAC companies, plumbers, landscapers, and other home service providers that depend on local, high-intent leads.
Ready to Scale Your service's PPC Campaigns?
Let us show you what we can do for a Dallas Fort Worth business.
"Selph Marketing has been a major boost to our business. Reasa and her team provide excellent service and produce real results. I'm extremely happy we have them as an extension of our team. Thank you!"
Dustin Hulett
Hulett Insurance