INDUSTRY:
Home Services
CLIENT:
Roofing Services (NDA🔒)
EXPERIENCE:
Lead-Gen Efficiency
B2C Home Services
about.
A UK-based roofing company generating leads through Google Ads for urgent repairs like leaks and storm damage, as well as planned jobs like roof replacements, flat roofs, and guttering. The main conversion actions were lead forms and calls, with a focus on keeping lead volume consistent while improving efficiency in a highly competitive market. The primary goal was to increase qualified leads while reducing cost per lead.
challenge.
Mixed intent traffic
Emergency repair searches convert differently than new roof cost or roofers near me, so a one-size-fits-all structure wastes budget.
Efficiency pressure
Paid traffic was coming in, but the account needed better alignment between who clicks and who converts.
Irrelevant search terms
Broad queries like DIY, jobs, materials, training, and advice can drain spend quickly in local services.
Lead quality control
The account needed tighter control to prioritize serviceable areas and high intent terms, and reduce low value searches.
solutions & results.
Restructured by intent
Rebuilt campaign and ad group structure so high intent searches such as urgent and service-now were separated from research queries like pricing and info. This let me control budgets and messaging by intent instead of mixing everything in one bucket.
Match type strategy
Tightened the account by shifting core high intent terms toward phrase and exact match, and limited broad match where it was pulling irrelevant traffic.
Search term mining and negative keywords
Implemented a weekly routine to review search terms and add negatives. Built shared negative lists and applied them across campaigns to stop waste at scale.
RSA rebuild and asset alignment
Rewrote RSAs around service, location, urgency, and trust, reduced repetitive headlines, and used pinning only where it improved clarity. Updated assets like sitelinks, callouts, and call assets to set expectations before the click and reduce low quality traffic.
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In addition to these solutions, I also worked on location targeting, custom segments, and budget allocation. After implementing these changes, the account showed a clear uplift. The results below reflect a period following these improvements;
