Central Roofing and Repairs is a full-service roofing business covering roof plumbing, repairs, and broader roofing services. They needed a scalable acquisition engine that could replace unreliable, offline demand generation.
Scope of work
Paid Media, Google Ads
Their acquisition was heavily dependent on letterbox drops, which was expensive and not scalable.
Prior paid media efforts delivered only a handful of enquiries per month, creating unstable demand.
They required an engine capable of producing roughly 200 monthly enquiries from a $15,000 starting budget, with a path to efficiency after stabilisation.
How we turned the commercial target into a controllable acquisition system.
We ran deep market research on the category and reviewed every competitor actively running ads. This let us estimate the spend required to generate enough volume fast, so we could learn quickly and avoid a slow, under-funded ramp.
We confirmed Google Ads as the highest intent channel and built eight separate landing pages, each aligned to a distinct roofing service. This increased relevance, tightened message match, and lifted conversion efficiency.
We layered analytics over the landing pages to diagnose where prospects dropped and why they did not convert. We pushed rapid iteration using direct customer feedback, tightening copy, structure, and intent alignment.
Once performance hit target volume, we scaled beyond it to confirm stability, then reduced budget in disciplined 5–10% increments. The goal was to hold enquiry volume while forcing CPA down through improved conversion and tighter account control.
We built a paid acquisition engine that delivered stable enquiry volume, then systematically reduced cost while keeping demand consistent.
This was achieved by combining service-specific landing pages with aggressive conversion optimisation and fast feedback loops. Once volume was stable, we reduced budget in controlled increments, forcing the account to maintain outcomes through efficiency rather than spend. The result was the same demand output at half the investment, with stronger enquiry quality.
01
Lifted from 4% by improving landing page relevance and conversion mechanics.
02
Reduced from $180 through conversion optimisation and account efficiency discipline.
03
Budget dropped from $15,000 to around $7,000 while maintaining enquiry volume.
04
Paid media became the primary demand channel, removing reliance on offline distribution.
05
Now consistently averaging roughly 180–200 enquiries per month.
06
They removed about $20,000 in other marketing costs and replaced it with ~$7,000 in spend, improving consistency and lowering total marketing overhead.
