We restructured a multi-location roofing company's Google Ads around search intent, service areas, and granular conversion tracking — cutting cost per conversion below $100 and supporting $1.1M+ in monthly revenue.
$267.00 baseline reduced to $95.86 per conversion.
Scaled nearly 4x from 72 conversions at baseline.
$1,103,533.03 recorded across 81 closed contracts.
The multi-location roofing enterprise came to us with significant challenges in lead quality, acquisition costs, and campaign scalability.
Broad traffic, weak geographic controls, and incomplete conversion tracking made it impossible to tie advertising spend to booked roofing contracts.
Primary campaign bottlenecks included:
The account was spending heavily on low-intent search traffic without generating a consistent, predictable flow of booked roofing estimates.
We rebuilt conversion tracking around high-value business actions (phone calls over 60s, quote form submissions), implemented data-driven attribution, and established standardized campaign naming across all locations.
This provided accurate, real-time feedback loops to optimize bidding algorithms toward qualified property owners.
Separating campaigns by city and service line eliminated keyword cannibalization and allowed surgical budget allocation toward highest-margin service areas.
Campaign segmentation included:
This ensured replacement and repair searches received tailored ad copy and dedicated landing experiences.
Aggressive negative keyword lists and zip-code level bid adjustments removed non-buyer search traffic, drastically reducing wasted ad spend.
Negative keyword filters included:
Performance Max was deployed in a controlled supporting role, utilizing first-party customer lists and high-intent audience signals to recapture qualified homeowners across Google properties.
Budget allocation remained strictly controlled to prevent Performance Max from cannibalizing core Search efficiency.
Google Ads performance scaled from 72 conversions at $267 each to 284.23 conversions at $95.86 each.
Cost per conversion dropped 64.1% while monthly conversion volume grew nearly 4x.
In parallel, company revenue increased from $423,310.65 (38 closed deals) to $1,103,533.03 (81 closed deals) — delivering a 160.7% year-over-year revenue surge supported by high-intent local demand.
Before
After
+294.8% increase
-64.1% reduction
+160.7% year over year
+113.2% year over year
Your agency sells the client. Avelune handles the paid media, CRM, automation, and supporting fulfillment behind your brand.