Expensive leads that did not convert
Central Roofing and Repairs runs a full-service roofing operation covering roof plumbing, repairs and replacements. Demand was there, but the cost of capturing it had run away. Each enquiry was costing around A$180, and the traffic that did arrive converted at just 4%, so most of the budget paid for clicks that never turned into a job.
The account leant on broad, generic campaigns that sent everyone to the same homepage, regardless of whether they were searching for an emergency leak repair, a re-roof quote or routine roof plumbing. With a single page trying to answer every job type, the message rarely matched the search, and the conversion rate showed it. On top of the paid spend, the business was carrying roughly A$20,000 in other marketing costs that were not pulling their weight.
Map the market, match the message, then buy efficiency back
We started with the market rather than the account. By mapping competitor activity and spend across the core roofing search terms, we could see where Central Roofing was overpaying, where rivals were thin, and which job types carried the strongest intent. That picture set the priorities for both budget and messaging.
From there we rebuilt the destination. Instead of one catch-all homepage, we built eight service-specific landing pages, one for each distinct job type, so a search for a leak repair landed on a leak repair page and a re-roof search landed on a re-roof page. Each page spoke to that specific intent, with the right proof, the right offer and a single clear call to action.
Then we measured. Landing-page analytics and a feedback loop on each page told us which headlines, offers and layouts were actually turning visitors into enquiries, and which were leaking. We iterated the pages on that evidence rather than on opinion, tightening the message to the search behind it.
With conversion climbing and a stable volume of enquiries coming through, we changed the spend strategy. Rather than chasing more clicks, we held the volume steady and then bought efficiency back in small, controlled steps, trimming the budget in 5% to 10% decrements and watching the enquiry count at each level. Because the pages were converting so much harder, we could keep cutting spend without losing the work.
Half the spend, more enquiries, a third of the cost
The combination of intent-matched landing pages and a disciplined spend strategy reset the economics of the account. Conversion rate tripled, the cost of an enquiry fell to roughly a fifth of where it started, and the business now runs a consistent 180 to 200 enquiries a month on a far smaller budget.
- Cost per enquiry A$180 to A$40. A 78% reduction in the cost of every lead the business captures.
- Conversion rate 4% to 12.1%. Intent-matched landing pages turned three times as many visitors into enquiries.
- Ad spend halved, from A$15,000 to roughly A$7,000 a month, with enquiries up 23% at the same time.
- 180 to 200 enquiries a month, held steady, so the lower budget did not mean less work in the pipeline.
- Around A$20,000 in other marketing costs removed, as the paid programme carried the demand on its own.
The lever was relevance, not bigger bids
The cheapest enquiry is the one that converts. By matching each landing page to the exact job a searcher was looking for, every dollar of spend worked harder, which is what let us cut the budget without losing volume. The market mapping told us where to compete, the service-specific pages closed the gap between search and message, and the measured spend reductions banked the efficiency as profit rather than spending it back on more clicks.