Client Snapshot

A roofing company serving customers in the USA, competing in a highly competitive local market where homeowners actively search for roofing repairs, replacements, and related services.

The Challenge

Roofing is one of the more competitive categories in local service advertising, with high costs on many of the searches that can lead to valuable customer calls.

The challenge was to build a campaign that could consistently reach homeowners with strong intent to hire a roofing company, while making sure the advertising budget was focused on genuine service-related searches.

With roofing, a click alone doesn’t mean much. The real objective is getting a potential customer to pick up the phone and discuss their roofing needs.

The campaign therefore needed to focus on high-intent searches, relevant traffic, and phone calls from people actively looking for roofing services.

The Strategy

We built the campaign around high-intent roofing searches and structured the targeting to reach customers actively looking for professional roofing services.

Keyword selection focused on commercial search intent, helping the campaign prioritize searches related to roofing services rather than general research or informational queries.

We continuously reviewed search-term data to identify irrelevant traffic and refined the negative keyword list to reduce wasted spend.

Ad messaging was also aligned with the customer’s search intent, making the service offering clear and giving potential customers a direct path to contact the business.

Because phone calls were the primary goal, call conversions were tracked and used as the main performance signal. Campaign performance was continuously monitored and optimized based on search terms, clicks, calls, and cost efficiency.

The Results

Campaign Period: April 1 – August 31, 2026

Over the five-month campaign period, the campaign generated 350 genuine roofing customer calls from 3.56K clicks, at an average cost of $128.50 per call.

The campaign generated a consistent flow of phone inquiries from customers actively looking for roofing services, with the advertising budget focused on driving real customer conversations rather than simply increasing website traffic.

Why It Worked

The campaign was built around the difference between traffic and customer intent.

For a roofing company, a person searching for a roofing service and ready to make a call is far more valuable than someone simply researching roofing information.

By focusing on high-intent searches, controlling irrelevant traffic, refining ad messaging, and optimizing around actual phone calls, the campaign kept its focus on the action that mattered most to the business.

The result was a campaign designed not just to generate clicks, but to turn relevant searches into real roofing customer calls.

Takeaway for Similar Businesses

For roofing companies, the goal shouldn’t be to generate as much traffic as possible.

It should be to reach people who are actively looking for a roofing service and give them a clear reason to call.

A well-structured campaign, strong search-intent targeting, continuous search-term optimization, and accurate call tracking can help turn paid search traffic into genuine customer conversations.