5× the qualified leads from a rebuilt, quality-first account.
A rebuilt commercial roofing account that re-trained on quality before it chased volume, lifting conversion rate from 0.9% to 8.6%, growing qualified leads fivefold, and becoming the client's single biggest source of new business across Oregon, Washington and Alaska.
Quality first, then scale.
Plenty of data, almost none of it useful.
Pacific Roof Restorations provides innovative roof restoration systems for commercial roofs across Oregon, Washington and Alaska. When the account came to us it had a long history and no shortage of data, but very little of it was good. Most of the "conversions" on record were not real leads, which left nothing reliable to learn from about what was actually working and what was not.
The economics set the strategy. With jobs routinely worth $50,000 or more on a modest monthly budget, the goal was never raw lead volume; it was a dependable flow of genuinely qualified enquiries. We rebuilt the account from the ground up, re-training it on good data, matching every search to the right page, and capturing leads earlier in their decision. Over the months since, that quality-first foundation has scaled into the client's main source of new business.
Lots of conversions, almost no real leads.
Plenty of data, almost none of it useful
The account had volume, but most of the conversions it reported were not real leads. With no way to separate genuine enquiries from noise, there was nothing trustworthy to optimise against.
Targeting that let everyone in
Ads were showing for just about anything roofing-related, commercial and residential, roof builders, roofing materials, so a large share of clicks came from people who would never become a qualified job.
Landing pages that did not qualify or convince
Ads sent searches to the homepage, which was broad and generic. For a technical, high-value, considered purchase, it did little to qualify the right buyer or build the confidence needed to enquire.
Economics that demanded quality over volume
With jobs routinely worth $50,000 or more on a $5,000 to $10,000 monthly budget, chasing a high volume of qualified leads right off the bat was never realistic. The account had to be built to win a smaller number of genuinely qualified enquiries, and to prove each one was real.
What we built, and why.
Learn a technical industry before spending a dollar
Commercial roofing is far more technical than it looks from the outside. Before building anything, we got deep into the industry: the different roof types, the competing roofing systems, and the real-world pros and cons of each. That grounding is what let us write ads and pages capable of qualifying and convincing a specialist buyer, rather than guessing at the language.
Exact match only, to re-train on good data
The account had been trained on bad data, so we rebuilt the foundation with exact-match keywords only, targeting specific searches for the repair, replacement and restoration of commercial, low-slope, flat and metal roofing. Exact match kept every lead highly likely to be qualified and re-trained the algorithm off the previous noise. We launched on a Maximise Clicks strategy to win impression share on these highly relevant searches while holding costs down, on terms where a single click can run past $500, that discipline mattered.
A consolidated build, set up for smart bidding
With jobs routinely worth $50,000 or more and a $5,000 to $10,000 monthly budget, hundreds of leads a month was never the realistic goal. We chose a highly consolidated account structure so that, when we moved to smart bidding, the algorithm had enough concentrated signal to succeed rather than starve.
A page for every intent
We built dedicated landing pages at the keyword level, so a search for a repair, a restoration or a full replacement each arrived on a page that spoke directly to that need. Each page was designed and built by the same team running the campaigns: fast-loading, mobile-first, with the copy, trust signals and call-to-action all matched to the ad that brought the visitor in. No generic pages, no mismatched messaging, and far less wasted traffic.
One of several landing pages built for this account. See more of our landing page work.
Capture the lead first, book the consultation second
Originally, submitting a form meant committing to a scheduled consultation, a big ask for a major decision. We introduced a two-step flow: an initial submission captures the lead so it can be followed up, then invites them to optionally book a consultation if they are ready. We also used CallRail to track and verify call leads, so we could trust which enquiries were genuinely qualified.
A second search channel for cheaper, incremental leads
We extended the same proven structure to Microsoft Ads. It now drives roughly 25% incremental leads at around half the cost per lead of Google, adding meaningful volume without diluting quality.
Loosen the targeting, and win the switchers
Once the quality-first setup had proven itself, the focus shifted to growth. We began targeting people searching for alternative commercial roofing systems, TPO, EPDM, mod bit, PVC and others, with customised landing pages making the case for why our client's system is the better solution. With volume rising and lead quality consistently high, we moved to phrase match and a Maximise Conversions strategy; by then the negative keyword lists were so well populated that irrelevant searches were almost non-existent. That combination is what unlocked serious, durable scalability.
A near-straight line, up and to the right.
Performance has been close to a straight line upwards. We started deliberately small and pure, around 10 quality leads a month, then scaled from that solid base rather than chasing inflated numbers.
Conversion rate has risen from 0.9% to 8.6%. Monthly quality leads have grown roughly fivefold, from around 10 to more than 50, while cost per acquisition has fallen over the same period, more leads and cheaper leads at once. Adding Microsoft Ads brought in around 25% more leads at roughly half the cost per lead, and the monthly budget has scaled to $20,000, a level the client is comfortable investing precisely because the leads are real and the work is profitable. Today, quality leads come in at around $400 against an average job worth more than $50,000. Pacific Roof Restorations now treats paid search as its main lead source.
| Metric | Before | After |
|---|---|---|
| Qualified conversion rate | 0.9% | 8.6% |
| Qualified leads a month | ~10 | 50+ |
| Monthly budget | $5–10K | $20K Main source |
Want results like these?
We run paid search as a single, accountable system, built around real leads and revenue rather than vanity metrics. If you need to generate high-quality leads from a quality-first foundation, let's talk.
- We review your setup and goals, and run a free audit of your site and ads.
- You get a straight answer on whether paid advertising is right for you.
- If we're a fit, we map out the next steps together.
Intro & strategy call
30 min · video or phone
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