C. Roberts Construction scaled their Google Ads campaigns, focusing on roofing and concrete services, over a 4-month period with budget adjustments to increase lead generation. This case study highlights the transition from an initial $1,000 monthly budget to a more aggressive $3,500 monthly budget.
Campaign Goals and Objectives:
The primary goal was to generate roofing and concrete leads, aiming for a cost per lead under $100. The objective was to increase the number of high-value leads while maintaining profitability.
Campaign Strategy:
Ad Types: Utilized both Search and Performance Max campaigns. Search focused primarily on roofing leads, while Performance Max targeted concrete services.
Budget Allocation: The budget was split 70/30, with 70% allocated to roofing leads and 30% to concrete leads, as concrete leads were more cost-effective.
Geographic Targeting: Northeast Ohio for roofing services and a more localized radius for concrete leads.
Ad Extensions: Implemented call, location, and site link extensions to improve engagement.
Performance Metrics:
Period: February 17 - April 13, 2024 compared to April 14 - June 9, 2024.
Click Growth: Increased from approximately 1,152 clicks in the initial period to 1,420 clicks (+268 clicks).
Conversions: Rose from 26 to 90 total conversions, an increase of 64 conversions.
Cost per Conversion: Reduced from approximately $90.78 in the initial period to $75.11 per conversion (-$15.67).
Ad Spend: Increased from around $2,360 to $6,760 (+$4,400).
ROI and Business Impact:
The budget increase in April led to a significant uptick in both the volume and quality of leads. During the higher-budget phase, the campaigns generated 90 conversions, which included a mix of roofing and concrete projects. The reduced cost per conversion and increased ad spend demonstrated that the campaign optimizations and higher budget effectively drove more leads at a lower cost, significantly boosting the client’s ROI.
Optimization and Adjustments:
After the initial period, the team refined the keyword strategy and expanded negative keywords to eliminate lower-value clicks. The additional budget accelerated the learning phase for the campaigns, allowing them to secure more competitive ad placements, which led to better results.
Conclusion:
C. Roberts Construction's Google Ads campaigns successfully scaled their lead generation efforts through strategic budget increases and campaign optimizations. With a 3x increase in ad spend, conversions nearly tripled, and the cost per conversion decreased by over 17%. This case study highlights the effectiveness of data-driven adjustments and strategic budgeting to drive quality leads in the competitive roofing and concrete market.
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