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Google Ads Case Study

Roofing - Metal Roofs

Pennsylvania, New York, Florida, & Ohio

Summary

Achieved a WOW-worthy performance with 309 conversions in just 60 days, boasting a 26% conversion rate through precise keyword optimization and bid management.

Within 60 Days of Launch...

$969.06

Avg CPM

$24

Avg CPC

$94.28

Avg CPA

309

Total Conversions

In 60 days from the launch of the Campaigns, the client saw an influx of leads averaging $94/lead.

Client Niche

Roofing – Metal Roofs

Location Targeting

Pennsylvania, New York, Florida, & Ohio

Campaign Type

Google Ads – Keyword & Bid Optimization

Offer

Free Roof Inspection

Budget

$15,000 per month

Initial Hiccups

The client’s previous campaign structure lacked effective bid adjustments and geographic segmentation, leading to inefficient ad spend and missed opportunities in high-performing regions. They needed a well-structured strategy to maximize lead generation across multiple states. The one thing to note was that the client was interested in getting good leads at a cheaper rate, irrespective of which state they came from.

Our Approach

Since this was a Multi-state Account with high budget, campaign architecture was key in building a foundationally strong account. We adopted a strategy of breaking the campaigns into different important cities. To ensure the campaign met the client’s CPA goal of $75-$150, we began by setting up highly relevant keyword structures relevant to the cities and well-tested conversion tracking to send the leads to appropriate locations.

Bid adjustments were meticulously handled for devices, locations, and ad schedules, ensuring that the highest-performing segments received priority, separately for each city. We also built out negative keyword lists to minimize irrelevant clicks and reduce wasted spend. This fine-tuned approach kept the optimization score high and ensured we were continuously reaching the most relevant audience.
With these strategies in place, we successfully delivered a 26% conversion rate and 309 conversions in just 60 days while maintaining a CPA of $94.28, well within the client’s goal.

As of now…

The client is thrilled with the explosive growth in leads, achieving their CPA target from the first month and further improving performance in the second. The campaign’s structured optimization has resulted in consistent success, and the client continues to rely on InvisiblePPC to drive high-quality metal roofing leads through Google Ads.

From the Ads Account itself

Google Ads dashboard with 30K impressions, 4% CTR, and 309 conversions.

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