End-to-End Roofing Case Study
See exactly how a real campaign comes together from start to finish
Let's walk through a complete example, there: taking a roofing company from initial research through to generating consistent leads. This is the blueprint you'll follow with your client.
The Business: Premier Roofing Leeds
A roofing company in Leeds with 15 years of experience. Run by two brothers, they do excellent work but rely entirely on word-of-mouth. They approached us because referrals had slowed down.
Week 1: What We Found
Initial Audit Results
Before
Website built 8 years ago, not mobile-friendly
Built on an old WordPress template. No contact form, just an email address
12 Google reviews (4.2 stars)
Competitors had 50-100+ reviews with 4.8+ ratings
No Facebook page
Zero social media presence whatsoever
No advertising
Competitors were running Facebook ads to the same local audience
No lead tracking
They had no idea where their customers came from
After
New mobile-first website with lead capture
Built in 4 hours using AI. Clear CTA: 'Get a Free Roof Inspection'
42 Google reviews (4.8 stars) within 60 days
Automated review request system via SMS after each job
Professional Facebook page + regular content
Before/after project photos posted 3x per week
Meta Ads campaign generating daily leads
£12/day budget targeting homeowners within 25 miles
Full CRM with lead source tracking
Every lead tracked from first click to signed contract
Week 2: The Ad That Changed Everything
This was the first ad we launched. It outperformed every other variation by 3x:
Premier Roofing Leeds
Sponsored · 🌐
🏠 Has your roof survived the recent storms? Missing tiles, leaks, and damage can get worse fast — and most homeowners don't notice until it's too late. Premier Roofing has protected Leeds homes for 15 years. Book your FREE roof inspection today. We'll check your roof, give you an honest report, and quote any repairs — no obligation, no pressure.
📷 Split image: damaged roof tiles on left, pristine repaired roof on right
Premier Roofing Leeds
FREE ROOF INSPECTION
Why This Works
Weather trigger — references recent storms, makes it feel timely and relevant
Fear of unknown — 'most homeowners don't notice' creates urgency to check
Triple reassurance — FREE, honest report, no obligation. Removes all risk
15 years — experience number builds instant credibility
Week 3-4: Results Timeline
- Days 1-3: 8 leads at £7.20 avg cost per lead. Algorithm still learning
- Days 4-7: 15 more leads. Cost dropped to £5.10 per lead. Killed 2 underperforming ad variations
- Days 8-14: 12 leads at £4.20 per lead. Scaled winning ad from £12 to £15/day
- Days 15-30: 12 more leads at £4.80 avg. 3 roof replacements booked
The Numbers (Month 1)
| Metric | Value |
|---|---|
| Total leads generated | 47 |
| Ad spend | £360 |
| Cost per lead | £4.80 avg |
| Roof inspections booked | 8 |
| Roof replacements confirmed | 3 |
| Revenue generated for client | £18,400 |
| Our management fee | £500 |
| Client's ROI | 21x return |
What Went Wrong (And How We Fixed It)
It wasn't all smooth sailing. Here's what we learned:
- Problem: First 3 days had a high cost per lead (£7.20). Fix: We were patient — Meta's algorithm needs 50+ conversions to optimise. By day 7 it had self-corrected
- Problem: 15 leads never answered the phone. Fix: Added automated SMS follow-up within 60 seconds of lead submission. Response rate jumped from 40% to 72%
- Problem: Client thought £500/month was expensive initially. Fix: After the first 3 booked jobs (£18K revenue), they increased budget voluntarily