Overview

The project ran with Rob’s General Contracting was between October and December of 2025. The previous owner, Rob, had recently suffered a severe injury after falling off a roof on the job. The current owner, the son of the Rob, decided to leave is old job to take over the business full time. Rob’s GC acquired most customers locally through word of mouth, as most roofing businesses do. But as the slow season approached they needed more leads coming in from different sources. Call it perfect timing, but it was at that exact moment in time that we decided to reach out to them.

STRATEGY
DESIGN
AD CAMPAIGN
WEB DESIGN
VIDEO

The Challenge:

Rob's GC had solid local presence through referrals and organic search, but that engine had a ceiling. When they turned to ads to scale, a new problem emerged… ad costs were bleeding into their bids, pricing them out against competitors with lower overhead and no ad spend. But if they pulled back on ads lead volume suffered. If they kept running them profitability suffered. They were stuck in a cycle where solving one problem created another, and they needed a way out.

The Solution:

The fix wasn’t about spending any less or more. It was about spending smarter. Instead of broad roofing campaigns competing for every lead in the market, we stripped things down to one job type: asphalt shingle roof replacements, exact match keywords only. Targeting the people searching for a roofing company, not just browsing. Higher intent meant faster closes, and less wasted spend, and no pressure to undercut bids just to win jobs. The margin problem solved itself. The result was a $139 CPA that turned $6,900 in ad spend into 18 booked jobs and ~$117,000 in revenue in 60 days. All without touching referrals or compromising the bids that kept the business profitable.