Background

Client:
Shumaker roofing a company in Maryland offering roof installation, roof rejuvenation, roof repair, roof replacement, gutter installation, skylight installation, and storm damage services came to us after three months of running Google Ads with no results.

The ads were being managed internally by the owner and their website person.

Despite consistent ad spend, they weren’t getting a single qualified lead.

They needed a setup that could actually compete, a clearer structure, and a budget that wasn’t spread too thin.

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Target Audience

Homeowners in Maryland searching for:

• roof repair

• roof replacement

• roof rejuvenation

• gutter and skylight installation

• storm damage services

We focused on high-intent searches from real homeowners rather than broad searches or price shoppers.

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Key Challenges

When we audited the account, we found the issues most roofing contractors face:

• Too many ad groups and too many keywords inside a single campaign
• Budget spread too thin to compete in the right areas
• Irrelevant searches consuming most of the spend
• No clear prioritization of job types
• Loose location targeting attracting the wrong clicks
• Conversion tracking not set up correctly
• A Performance Max campaign without the right setup or assets

The result:

A $1,000/month budget that produced no leads for three straight months.

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Campaign Objectives

Our goals were simple:

• Get the account out of the learning period quickly
• Focus the budget on high-intent roofing searches
• Clean up the structure so Google knows what jobs to prioritize
• Stop wasted spend in the wrong areas
• Build a Performance Max setup that brings in real, consistent conversions
• Fix tracking so every call and form submission is counted properly
• Achieve steady, qualified roofing leads within the first month

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Results and Impact (October 2025)

• 415 Total Leads Generated
  
• $390.50 Average Cost Per Lead
  
• Consistent Lead Flow: Lead volume stabilized month over month
• Improved Lead Quality: Better copy and form design filtered out low-intent submissions
• Better Pipeline Visibility: The client could prioritize high-quality submissions and close deals faster

💬 With their close rate, this lead volume translated into multiple on-site inspections and paid roofing work, real jobs on the schedule.

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Strategy & Implementation

1. Focused Search Campaign

We created two standard ad groups with only 5–6 tightly matched keywords tied to their core roofing jobs. This prevented the budget from being spread across hundreds of irrelevant searches.

2. Dynamic Search Ads (DSA)

We added one DSA ad group targeting their roofing service pages to capture long-tail searches automatically.

3. Narrowed Location Targeting

Instead of targeting broad areas in Maryland, we focused only on the neighborhoods that historically bring the best roofing jobs. This prevented wasted clicks and helped the budget compete.

4. Performance Max Rebuild

We built a fresh PMax campaign with:

• the right creative assets

• proper signals

• contractor-specific structure

• proven targeting inputs

This removed the guesswork and eliminated trial-and-error behavior.

4. Fixed Conversion Tracking

We cleaned up tracking so the account could finally recognize:

• real calls

• form submissions

• high-intent visitors

This allowed Google to optimize based on actual roofing leads and not random website events.

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Results & Impact

Within just 2 weeks, once the account passed the learning period, the conversions finally started coming in.

🛠️ October Results:

• Spend: $1,280
• Conversions: 21
• Avg. CPC: $4.24
• Cost per Conversion: $61

After seeing consistent results, the client increased their monthly budget to 3× their original spend and the account continues to scale.

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Client Journey

The client went from:

• spending $1,000/month for 3 months with zero leads
• not knowing what was wrong
• managing the ads internally with no clear structure

To

• a clean setup focused on the jobs they want
• consistent conversions every week
• budget scaling confidently
• real roofing leads at $61 per conversion

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Conclusion

Most roofing companies don’t struggle because Google Ads “don’t work.”

They struggle because the setup behind the ads spreads the budget too thin and sends the money to the wrong searches.

By simplifying the structure, tightening their locations, fixing tracking, and rebuilding their Performance Max properly, we turned a non-performing account into a steady stream of roofing leads in just 2 weeks.

Shumaker Roofing is now scaling confidently at three times their original ad spend, with results that grow each month.