Paletz Roofing & Inspection is a full-service roofing company based in South Florida.

They provide roofing services for residential and commercial purposes including inspections, repairs, installations & more. They came to us in June 2019 looking to increase their online presence and drive more qualified leads. They had run advertising on multiple mediums in the past including print and tv commercials. But they realized once they ran their own Google Ads campaign, how complex and involved that process actually was. 

 

The Problem

South Florida is a major market with a lot of competition. Their service area covers from Southern Miami all the way up to Jupiter, FL. Roofing is a very competitive market for advertising which can cause click costs to be well over $30 to appear at the top of the Search results page. You have to go up against other local companies as well as recognized home services websites like Homeadvisor and Angie’s List. Roofing is also a Google Guaranteed industry, which means Ads search results will appear below them, even if you are the top Ad result.

Key Metrics (KPIs)

Phone Calls

Market Share

Qualified Leads

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The Methodology

We start off by referencing historical data and campaign results from our previous roofing campaigns. From this, we utilize the ad copy, keywords and bidding strategies that have produced the best results. We then add unique copy to the Ads tailored around Paletz’s biggest selling points: Servicing for over 30 years, guarantees and certifications, custom projects, etc. The key is to make them stand out from the rest of the competition and give prospective customers a reason to click our Ad. We started off with a sizable budget of $5k which would immediately help them have high enough bids to compete against the other big spenders in the area. We utilized a full array of Ad types including Search, Call-Ads & Map Ads. We put extra bid adjustments towards calls being our preferred conversion and we made our extensions mobile-friendly.

After a few months of refining keywords, adding negative keywords, and A/B testing ad copy and bids, we had an extremely efficient and effective campaign that was delivering results.

The Results

Due to our optimized campaigns and high quality scores, we were able to keep their cost per click lower than the industry standard which means their budget lasts longer and delivers more opportunities. Over 13k potential customers have interacted with our Ads with nearly 2500 direct phone calls to the business.

After constantly seeing quality leads come in month after month, they kept increasing their budget to continue to top the market. They more than doubled their starting budget and are up to $12,300 dedicated towards Ads monthly.

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They have the highest impression share in the area at 33%, over Homeadvisor, Angie's List and all the other local competitors. Even more impressive is that they appear at the top of the search results page 70% of the time for any roofing-related queries!

Overview

Paletz Roofing & Inspection put trust in our Google Ads team at OMG. They increased their budget and had faith in our team to deliver results. They are now reaping the rewards by having the best performing Ads campaign in South Florida.

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