Google Ads Case Study of NoLands Roofing
How 88 Leads at $96 a Pop Turned into $300k
Goals
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Generate at least 50 leads using Google Ads
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Lower the current Cost per Lead from $200 to below $100
Approach
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Generate at least 50 leads using Google Ads
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Lower the current Cost per Lead from $200 to below $100
Results
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Cost per Click went down from $35 to $20
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We generated 88 leads – $96 per lead
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Conversion rate was between 16% and 30% (depending on the city)
What We Did
A local roofer from Florida has already been cheated by shady marketing agencies TWICE. They promised they will own Google for them, but the reality was that they weren’t able to generate cost-effective leads. The overall quality of the leads was poor. Conversion from leads to clients was below 10%, which is unacceptable (it’s industry average but unacceptable for us).
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The first thing we did is we analyzed the whole account. Most of the keyword targeting was wrong. The targeting was set too wide, so the client had been getting a ton of non-relevant clicks and low-quality leads.
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The next step was implementing the REBUILDIFY Google Ads system. We rewrote all the ads to match what people are searching for. As we have been in the roofing industry for 5 years now, we already know what works best.
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The last step is where the magic happens: the LANDING PAGE.
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Most agencies are lazy and they just set up a Google Ads account in 30 mins, they write some bullshit ads with no research, and they use their client’s homepage as a landing page. And that’s one of their biggest mistakes.
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Each Google Ads campaign should have a dedicated landing page.
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This particular client, apart from roofing, offers siding, gutters, and remodeling services. Like on most homepages, all of these services are displayed there. And when you use this homepage to advertise only one of those services, it ends up confusing the potential customer.
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The rule of thumb is:
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IF YOU ARE ADVERTISING YOUR ROOFING SERVICES, DRIVE PEOPLE TO A PAGE THAT ONLY TALKS ABOUT YOUR ROOFING SERVICE.
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Of course, we shut that down and created a new landing page that we tailored to this client’s brand (i.e. logo, pictures, reviews, etc.).
Results
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The results speak for themselves.
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The overall lead cost was sliced in half – from $200 to below $100. Our target was 50 leads, and we ended up generating almost 90 leads. The quality of the leads was also high as the client’s closing rate was 35% (mixed retail and insurance leads).
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Pretty cool, right? 🙂
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Everything is possible when you use the Rebuildify system. 🙂