Roofing Contractor Lead Generation

Background

A growing roofing contractor in Mansfield, TX launched amid the COVID-19 pandemic to offer best in class service to the DFW area. They came to Cape & Bay to reach users at the household-level as they spent more time at home. They hoped to capitalize on the rise in consumers’ streaming habits, while also tracking physical visits to its business and achieving a sustainable lead pipeline and cost per lead. I worked directly with the client to employ advanced omnichannel strategies to garner qualified leads at a fraction of industry standard cost.

Traditional SEM & PPC are major drivers of leads and estimates in the roofing industry. But with competition at an all time high and digital privacy rules changing daily, its never been easier to waste money online. My strategy to maximize every dollar of budget includes the following eight elements to my unique approach to omnichannel advertising for the roofing industry:

1. Keyword Contextual Targeting
2. Call Only Ads
3. Campaign Structure
4. Ad Copy
5. Ad Extensions to Beat Out Competition
6. Negative Keywords
7. Retargeting
8. Active Location Bidding

SOLUTION

Cape & Bay developed a comprehensive strategy of addressable geofencing paired with both pre-roll video and large-screen OTT/CTV ads. The new company did not have a relevant address list of homes to target, so we used storm and hail tracking tools to curate a customized audience of households in real-time and targeting from more than 700 location and demographic variables. The curated audience of addresses in nearby postal codes featuring users who had household incomes of $70K+ and whose homes were in our identified “storm zones,” fencing the exact size and shape of each property to target users at the household-level.

Truly Omnichannel

While most competitors were focussed on outbidding each other and Angie on Google Search, we dumped the majority of the budget into programmatic contextual ads. That means if someone was reading an article or watching a video about "how to figure out if your roof is leaking" or "hail damage" or even "does insurance cover roof damage," our banner ads showed up front and center, then follow the user around the internet for 7-14x touches.

This helped us maximize top and middle of the funnel traffic to the website, then close leads and service appointments through branded Google searches. Essentially, we saved the client from paying $40-70 per click on Google for keywords like "roofer near me" by finding those high intent leads earlier on in their research phase.

Watch my interview with Simpli.fi TV where I talk more about this strategy and its results.

RESULTS

• $66 Cost per Lead
• 10x Revenue
• Expanded Service Area to Five New Markets

By utilizing the omnichannel approach including OTT/CTV targeting, Google Search, and Facebook Lead Gen ads, we were able to generate quality appointments for just $66/lead and helped grow their business 10x in just 9 months and expand to five additional markets.