This roofing company agreed to let us share our results anonymously. A reliable and scalable source of high quality roofing leads is the dream for most roofing contractors.
For this roofing contractor, as with most, their lead flow was anything but reliable, and they had no way to scale their source of leads. They were doing like most roofers do: working referrals, knocking doors & handing out flyers. Nothing wrong with this, but if you do as everyone else, your returns will match everyone else. If you want better returns than everyone else, then you need do differently than everyone.
The following case study shows how we leveraged Google Ads to setup this client with a reliable, and scalable system that generates 37 exclusive roofing leads...
Everything starts with a good strategy. The client didn’t have a specific goal in mind. They just wanted to see if we could do what others could not, but during a few back and forth communications we were able to set a goal that got them excited.
The goal: 30 qualified & unique leads in the next 30 days at no higher cost than $200 per lead.
We then proceeded to build the strategy based on these goals, and we chose to focus all our efforts on Google Ads since that had the highest probability of providing the client with said goal.
Now we could have created short term strategies to get the client these leads, but we wanted to show longevity, since that is what the client had been the most frustrated with. Therefore we created a long term focused Google Ad strategy that would create high quality qualified leads every month. This is a lot more work, but it's well worth it.
The large majority of ad agencies setup a quick Google Ad campaign in 1 hour or less and then wonder why it does not work.
We ended up creating several campaigns that all involved custom landing pages, custom ads as well as highly targeted keywords.
We tied all this in with proper tracking. Proper tracking is key to optimize because as Peter Drucker famously said:
If you cannot measure it, you cannot improve it
30 days later and all the hard work paid off.
We were able to generate 37 leads which beat the goal of 30 leads, but even more impressive, we optimized the average lead value down to $91.81.
The numbers did not start out at those levels, and took a lot of optimization to get down to. The average lead quality was excellent and the client informed us they were able to generate approximately $90,000 in revenue off these leads.
We’re now working on increasing lead volume at a speed they are able to handle. We’re currently in talks about using part of this new profit into growing their SEO.
Ignoring all the cold hard numbers in the equation and just relating to the emotional benefit, this client was absolutely ecstatic. After much frustration, with being unable to reliably grow their business on top of being cheated by the past ad agency, they were now seeing a healthy profit that made them proud, but it also opened up their eyes to the potential future. It's hard to beat the feeling of hearing that happiness. It's a big part of why we do it
We've been in the internet marketing industry since 2005 (Thats 16 years!). To put things in perspective Google Ads was launched in 2000. Facebook was created in 2004. Any company that has marketed more than 6 years is considered senior.
In the early period of this we only promoted our own companies and websites. We've learned and honed our experiences by spending and losing our own money. All agencies will take your money, but very few will treat your money with the same respect as we do. You won't be spending your money teaching us the ins and outs of internet marketing.
We only work with one company in each geographic location for a given service. Working with one client per geographical area allows us to only focus on growing your business. This isn't just an issue of focus, but also ethics. We couldn't in good conscience take your money in your area under the understanding that we would grow your business, but then later take your competitors money saying the same thing. The reality is that only one company can have our full focus as there's only one top position.
We want to work hand in hand with you because without this collaboration its hard to grow what works and stop what doesn't. This is what often creates problems with traditional lead sellers. You get a lead and they are gone. This does not work long term.
One of the things we've learned in the 16 years of doing internet marketing for our own businesses is the importance of tracking. Without tracking you can't optimize. If you can't optimize properly you can't grow.
Michael Balle Hansen
Founder & CEO
Michael Balle Hansen started his first SaaS business in 2005 shortly after he finished his software architect degree in Denmark. Later in 2005 he emigrated to Vancouver, Canada where he architected and developed major software solutions for large corporations such as DDB, Teck, HSE, Mr. Lube, Sterling, Esselte and many more. As he got more and more proficient in Internet Marketing he focused solely on this and has since then been in the trenches building and growing campaigns and companies in multiple verticals.