Not enough demand
42 phone calls for a roofing company over eighteen months
A modest-volume search programme. Published with its cost per conversion derived, because that is the number an owner needs in order to judge it.
Counted a business outcome
Leads, calls or conversions were counted. Revenue was not — no record here measures it.
- Industry
- Roofing and home improvement
- Business model
- Home services
- Company stage
- Undisclosed
- Constraint identified
- Not enough demand
- Channel
- Google Ads
- Time period
- 18 months, ongoing at the time of the record
- Budget
- $2,000 per month
- Client
- Published anonymously at the client’s request
Where it started
A home improvement company specialising in roofing needed phone calls and leads for its crew.
The constraint, and why
The business had capacity and skill. The gap was reaching local homeowners at the point of intent.
What actually changed
- Search ads built around keywords matched to homeowner intent
- Audience narrowed to the local area and to demonstrated home improvement interest
- Each ad routed to a dedicated landing page built to produce a call
Local residential work around Norwich, Connecticut. Budget recorded at $2,000 per month.
Measured results
Conversions
46
Measured in the platform, not reconciled to finance · Google Ads
Phone calls
42
Measured in the platform, not reconciled to finance · Google Ads
Click-through rate
0.93%
Measured in the platform, not reconciled to finance · Google Ads
Cost per conversion
Calculated by us≈ $780
Directional only · Calculated: $2,000 per month × 18 months ÷ 46 conversions. Whether this is good depends on the value of a roof, which the record does not contain.
What is different now
Inquiries came from people searching for roofing work rather than from referral alone.