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Florida Roofing Case Study | RoofingSEO.Expert

From Costly Clicks to Consistent Leads: How a Florida Roofing Contractor Cut Ad Costs by 40% and Doubled Conversions

Learn how our Roofing PPC and conversion-focused website redesign helped a Florida roofing company turn low-performing ads into a steady stream of affordable, high-quality leads.

Ad Cost Reduction
-40%
Lead Volume
2x
Conversion Rate
+65%

Client Overview

The client is a well-established Florida roofing contractor serving both residential and commercial property owners across Tampa, Orlando, and nearby cities. Known for exceptional workmanship and customer service, the company already had an active advertising presence online.

However, despite investing thousands of dollars monthly in Google Ads, their return on ad spend was disappointingly low. Leads were inconsistent, cost per click was high, and landing pages failed to convert visitors into customers.

The contractor approached RoofingSEO.Expert with a clear objective: improve ad performance, reduce wasted spend, and generate more qualified leads without increasing their budget.

🏠 Residential 🏢 Commercial
🏠

⚠️ The Challenge

💰 High Cost Per Click

Unoptimized ad campaigns targeting broad, low-converting roofing keywords with high CPC due to low-quality scores and lack of negative keywords.

📉 Poor Landing Pages

Poorly designed landing pages that failed to capture visitors' attention or encourage form submissions.

🎯 Weak Tracking Setup

Inadequate tracking made it difficult to identify what was actually driving leads and conversions.

📝 Generic Ad Copy

Ad copy was not tailored to local markets or homeowner intent, resulting in low engagement and conversions.

Services Provided

🎯

Roofing PPC Management

Data-driven campaign optimization, strategic keyword targeting, and smart bidding to maximize ROI.

💻

Website Redesign for Conversion Optimization

User-focused design improvements to transform traffic into qualified leads.

Our Strategy & Solution

1

PPC Audit & Competitor Analysis

We began with a complete audit of the client's existing Google Ads campaigns, landing pages, and analytics setup. This included analyzing keyword bids, quality scores, ad relevance, and competitor ad strategies across the Florida roofing market.

2

Keyword Refinement & Targeting Strategy

We restructured the PPC campaigns around high-intent, local roofing keywords such as "roof repair Tampa," "roof replacement Orlando," and "emergency roof repair Florida." We also implemented negative keywords to eliminate irrelevant clicks.

3

Ad Copywriting & Testing

We crafted persuasive, localized ad copy that connected directly with homeowner needs. Instead of generic messages, our ads emphasized urgency, trust, and value. We ran A/B tests to identify which headlines and calls-to-action generated the most conversions.

4

Website Redesign for Higher Conversions

Our team redesigned the client's site with clear CTAs, fast-loading mobile pages, visually engaging service pages with testimonials, and simplified forms. We aligned landing pages with ad intent for maximum relevance.

5

Smart Bidding & Budget Optimization

We transitioned the account to Smart Bidding strategies like "Maximize Conversions" and "Target CPA," allowing Google's algorithm to automatically optimize bids for the best possible ROI.

6

Conversion Tracking & Analytics Setup

We implemented advanced tracking through Google Tag Manager, measuring phone call conversions, form submissions, click-to-call actions, and landing page interactions for complete visibility.

Implementation Process

🔍

Phase 1: Audit & Strategy

  • Full PPC audit
  • Competitor analysis
  • Goal definition
🚀

Phase 2: Campaign Relaunch

  • New ad campaigns
  • A/B testing
  • Negative keywords
💻

Phase 3: Website Redesign

  • Conversion-focused layout
  • Localized pages
  • Mobile optimization
📊

Phase 4: Continuous Optimization

  • Bid adjustments
  • Campaign expansion
  • Analytics refinement

Results Achieved

💰
-40%
Ad Costs Reduced
📈
2x
Lead Volume Doubled
🎯
+65%
Conversion Rate Increase
👆
+48%
CTR Improvement
💵
-45%
Cost Per Lead Drop

Before vs After Snapshot

Metric
Before
After 6 Months
Monthly Ad Spend
High
Optimized (-40%) ↓
Monthly Roofing Leads
Low
2x Increase ↑
Conversion Rate
4%
11% ↑
Click-Through Rate (CTR)
3.2%
6.1% ↑
Cost Per Lead
High
-45% Lower ↓

Key Takeaways

🎯

Optimization Outperforms Spending

Success isn't about increasing ad budgets but improving efficiency and targeting.

📄

Landing Pages Drive Conversions

Aligning ad messaging with page content and user intent can dramatically increase conversion rates.

📊

Data Transparency Matters

Real-time tracking and analytics empower understanding of which campaigns deliver the highest ROI.

⚙️

Continuous Refinement Ensures Sustainability

Regular testing and optimization keep lead costs low while improving performance month after month.

"

"We were spending thousands on Google Ads every month but barely getting any real roofing leads. RoofingSEO.Expert completely changed that. Their PPC strategy and new website design turned things around fast; our ad spend dropped, and our phone started ringing again. It's the best marketing investment we've made."

🏠
Florida Roofing Contractor
★★★★★