Introduction
In today’s competitive roofing industry, companies across the United States are competing for the same pool of homeowners searching for reliable roofing services. With hundreds of contractors in Chicago alone, TAR Roofing Inc — a family-owned, reputable roofing business — found themselves in a common but frustrating situation: spending thousands of dollars on ads and SEO, yet still struggling to attract consistent, high-quality leads.
The roofing industry faces unique marketing challenges. Homeowners don’t search for a roofer every day; they only look when there’s a problem, and when they do, they’re usually in a hurry. That means roofing companies have only a small window to capture attention and convert interest into a call. TAR Roofing Inc understood this but needed a smarter system to generate reliable, qualified leads without wasting money on irrelevant clicks or calls.
This case study breaks down exactly how we helped TAR Roofing Inc achieve 52 qualified leads in just one month, converting 16 of those into booked appointments, delivering a 30% conversion rate. More importantly, it highlights the process, tools, and strategies used to build a repeatable system for consistent growth.
Client Background
Client: TAR Roofing Inc
Industry: Roofing & Exterior Services
Location: Chicago, Illinois
Services: Roof installation, roof repair, gutter services, emergency storm damage repair
TAR Roofing Inc is known locally for high-quality craftsmanship and dependable service. Their team specializes in residential roofing and prides themselves on honest, transparent work. However, despite their strong reputation, they were facing a significant problem: marketing efforts were not converting into enough high-value projects.
They had already tried several strategies:
- SEO Campaigns: Paying monthly retainers for agencies promising first-page rankings. Results were inconsistent and too slow.
- Social Media Ads: Boosting posts and running Facebook ads, but generating mostly “curiosity clicks” rather than real service calls.
- Word of Mouth: While referrals worked well, they weren’t predictable enough to sustain growth.
The owners realized they needed a data-driven approach to marketing that would generate predictable leads, not vanity metrics.
Challenges Before Our Campaign
When we first analyzed TAR Roofing’s marketing, we identified several key challenges holding them back:
- Unqualified Leads
- Many calls they received were from people outside their service area, renters instead of homeowners, or individuals shopping only for the cheapest quote.
- Wasted Ad Spend
- Their Google Ads campaigns lacked structure. Broad keywords like “roof” and “contractor” meant their ads were showing up for irrelevant searches, burning through their budget.
- No Lead Nurturing
- Interested visitors who clicked on ads but didn’t call immediately were never retargeted. This meant lost opportunities.
- Landing Pages Not Optimized
- Their old landing page was cluttered, slow-loading, and lacked a clear call-to-action. Even when people visited, they didn’t convert.
- Lack of Tracking & Reporting
- The company had no way to measure which campaigns were driving actual leads, making it impossible to scale what worked.
These challenges created a situation where TAR Roofing was spending heavily but seeing little return.
Our Strategy
Our mission was clear: build a predictable lead generation system that delivered high-intent roofing leads while maximizing ROI.
Here’s the step-by-step approach we designed:
Precision Targeting
We started by narrowing down TAR Roofing’s ideal customer profile. This meant focusing on:
- Homeowners within specific Chicago zip codes
- Households with income levels likely to afford full roof replacements
- Individuals actively searching for roofing-related services (using keyword intent targeting)
By cutting out irrelevant traffic, we ensured every click had a high probability of turning into a lead.
Eye-Catching Ad Creatives
We designed compelling ad copy that spoke directly to the homeowner’s pain points: leaking roofs, storm damage, or the stress of choosing the right roofer. The ads highlighted TAR Roofing’s trustworthiness, local reputation, and quick response times.
Landing Page Optimization
We rebuilt their landing pages with:
- Clear headline and value proposition
- Simple form with just 3 fields (Name, Address, Phone)
- Strong social proof (reviews and guarantees)
- Mobile-first design for fast load times
Retargeting Campaigns
Visitors who clicked but didn’t convert were retargeted with follow-up ads reminding them of TAR Roofing’s reliability and urgency in fixing roofing issues.
Data-Driven Optimization
We implemented:
- Conversion tracking with Google Tag Manager
- Split testing for ad headlines and landing page layouts
- Daily budget adjustments to prioritize top-performing keywords
Full-Funnel Approach
From the first click to the booked appointment, we ensured every step of the funnel guided prospects smoothly toward conversion.
Implementation
Timeline
- Week 1: Research, audience targeting setup, landing page build
- Week 2: Campaign launch with initial ad sets and tracking
- Week 3: Performance review, optimization, adding retargeting
- Week 4: Scaling winning campaigns and doubling down on high-performing keywords
Within 30 days, the system was in place and delivering consistent results.
Results
The campaign achieved impressive outcomes for TAR Roofing Inc:
- 52 Qualified Leads Generated in 30 Days
- 16 Booked Appointments (30% Conversion Rate)
- Average Cost Per Lead: $78
- 2x ROI within the first month
Not only did TAR Roofing receive more calls, but the quality of leads improved drastically. These were homeowners actively looking for roof repair or replacement, not casual browsers.
Client Feedback
The owners of TAR Roofing Inc were thrilled with the results. In their words:
“We used to throw money at marketing and hope for the best. Now we finally have a system that brings in real homeowners who are ready to hire. The difference is night and day. Our calendar is filling with the right kind of jobs.”
Key Takeaways
- Targeting matters more than volume. By focusing only on homeowners with intent, we increased efficiency.
- Landing pages make or break campaigns. A fast, simple, persuasive landing page doubled their conversion rate.
- Retargeting captures lost opportunities. Following up with interested visitors added extra leads that would have been lost.
- Data drives decisions. Daily monitoring and adjustments kept the campaign profitable.
- Consistency beats one-off campaigns. A structured system gave TAR Roofing predictable growth.
Conclusion
This case study shows how strategic targeting, optimized campaigns, and continuous data-driven improvements turned TAR Roofing’s marketing from a money-drain into a predictable lead generation machine.
Within just one month:
- 52 new leads were generated
- 16 booked appointments were secured
- The company gained the confidence to invest further in growth
For TAR Roofing Inc, this wasn’t just about more leads — it was about finally having control over their business growth, ensuring every dollar spent produced measurable results.
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