Perez Roofing & Masonry is a family-owned contractor based in Chicago, IL, specializing in roofing, masonry, and tuckpointing services. Like many established local contractors, they had a strong reputation in their neighborhoods but struggled with something that almost every construction business faces at some point: turning online marketing into a steady flow of real, paying customers.
The company had been in business for years and relied heavily on referrals, repeat customers, and word of mouth. While this provided a decent foundation, it wasn’t enough to fuel consistent growth. The seasonality of the roofing and masonry business in Chicago meant that some months were packed with work, while others were painfully slow. The owner wanted a predictable pipeline — something that could fill the gaps, stabilize revenue, and give them confidence to plan ahead.
That’s when they approached us.
The Challenge
When we first spoke with Perez Roofing & Masonry, the owner explained that they had already experimented with online advertising but weren’t impressed. They had boosted a few Facebook posts showcasing past work, tried a small Google Ads campaign targeting “roof repair near me” and “Chicago masonry services,” but the outcome was underwhelming.
Here’s what they were experiencing:
- Low-quality leads: Many calls were from price shoppers, people just fishing for quotes with no intention of hiring.
- Inconsistent results: Some weeks brought in a handful of leads, while others were completely dry.
- Wasted ad spend: Without clear targeting or conversion tracking, much of the budget was being spent on clicks that never turned into business.
- No system in place: They had no way of measuring which campaigns worked, no retargeting to bring back lost visitors, and no funnel guiding homeowners from interest to booking.
The frustration was clear. They knew online marketing worked — competitors in Chicago were running ads and filling their calendars — but they needed someone to do it strategically.
Our Approach
We came in with a focused mission: turn every dollar of ad spend into real roofing and masonry leads.
Our strategy involved three key pillars:
- Google Ads for high-intent traffic
- We built tightly structured campaigns targeting search terms like “roof repair Chicago,” “flat roof replacement near me,” and “brick tuckpointing Chicago.”
- Instead of broad targeting, we filtered by location, time of day, and even device type to ensure only serious homeowners saw the ads.
- Each ad was paired with a landing page tailored to that specific service, removing distractions and making it as easy as possible for visitors to call or submit a form.
- Facebook & Instagram Ads for awareness + retargeting
- Since masonry and roofing projects are often not immediate decisions, we built campaigns on Facebook and Instagram to showcase Perez Roofing & Masonry’s craftsmanship. Before-and-after visuals, testimonials, and seasonal promotions were used to capture attention.
- We layered retargeting ads to stay in front of people who had visited the website but hadn’t yet converted. This ensured that homeowners who had shown interest didn’t just forget and move on — Perez stayed top of mind until they were ready to book.
- Data-driven optimization
- We used CallRail to track every call and form submission, letting us know exactly which ads produced results.
- Split testing allowed us to refine headlines, images, and calls-to-action week after week.
- Budgets were shifted toward the campaigns that consistently produced high-quality leads, while underperforming ones were either improved or paused.
The Results
Within the first month of running the new system, the transformation was clear.
- 47 high-quality leads generated in 30 days — all from homeowners actively looking for roofing or masonry services in Chicago.
- 14 of those leads turned into booked appointments — a conversion rate of roughly 30%, right in line with industry benchmarks.
- Fewer wasted calls — by filtering targeting and improving ad copy, irrelevant inquiries dropped significantly. Instead of “just shopping around” leads, the calls were from serious prospects ready to discuss their project.
- Lower cost per lead — with precise targeting and optimized landing pages, the client saw more leads for the same ad spend compared to their old DIY campaigns.
For Perez Roofing & Masonry, this wasn’t just about numbers on a dashboard. It was about having a predictable system that delivered calls and appointments week after week. Their crews were busier, their schedule more reliable, and their revenue less dependent on seasonal swings.
Why It Worked
Looking back, the key reasons this campaign succeeded were:
- Laser-focused targeting: By honing in on high-intent keywords and local homeowners, every click had a strong chance of becoming a lead.
- Balanced strategy: Google captured people ready to buy now, while Facebook and Instagram nurtured those still in the decision-making phase.
- Retargeting: Instead of losing warm traffic, we brought them back multiple times until they converted.
- Measurement + optimization: Every decision was data-backed. Instead of guessing, we let the numbers guide where to spend the budget.
Client Impact
The owner of Perez Roofing & Masonry told us that, for the first time, he felt like online marketing wasn’t a gamble. He could open his CallRail dashboard and see exactly how many leads were coming in, where they came from, and how much they cost. That transparency gave him the confidence to invest more into marketing, knowing it was directly tied to growth.
This case study is just one example of how a smart, structured approach to digital advertising can completely change the trajectory of a local contractor’s business.
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