Roofing · Google Ads / PPC Performance

The Challenge

Roofing keywords are some of the most expensive clicks in home services, and this contractor was paying top dollar for them. The problem was where those clicks landed. Every ad dumped visitors onto a slow, generic homepage with no offer and no clear next step, so the pricey traffic bounced and the cost per lead ate the margin on every job.

We audited the account and the landing experience together, and the leak was obvious:

• Ads sent every visitor to the homepage instead of a matched page
• Quality Scores were low, which pushed click costs even higher
• There was no offer and no reason to act now
• No fast quote path, so interested visitors had nowhere to go
• High click cost plus a weak landing page meant expensive leads

Match the page to the ad, not the homepage

When someone searches for storm damage repair, they should not land on a generic homepage that talks about everything. We built a separate landing page for each ad group so the page always answers the exact search, and Google rewards that relevance with a higher Quality Score.

• One page per intent: repair, replacement, and storm damage each get their own page, so the message matches what the person actually searched.
• Higher Quality Scores: tight relevance between keyword, ad, and page lifted Quality Score from 4 to 8, which Google rewards directly.
• Lower click costs: a better Quality Score lowers cost per click on its own, so the same budget buys more traffic without touching the bid.
• Less bounce: when the page answers the search immediately, expensive clicks stop bouncing and start converting.

Give a reason to act, then make it easy

A matched page still needs a reason to act and a simple way to do it. We led with a free inspection offer, backed it with trust, and kept the form short, then wired in tracking so the conversion data could steer bidding toward real leads.

• A free inspection offer: a clear, low-risk offer gives the homeowner a reason to reach out now instead of shopping around.
• Trust badges and financing: badges and a financing option reduce hesitation on a big-ticket decision, right where people stall.
• A two-step quote form: the short form asks the easy question first, so more visitors start it and more of them finish.
• Tracking that steers bids: call and form conversions feed back into Google Ads, so bidding optimizes on real leads and conversions grew 120 percent.