Google Ads Boost: 46 Leads for Norwich Roofers
From Silence to Ringing Phones: The Google Ads Journey of a Norwich Roofing Company
What happens when a local roofing company in Norwich, Connecticut, faces the all-too-common problem of silent phones and stagnant leads? In this case study, you’ll see how a strategic Google Ads campaign turned that silence into a steady stream of high-quality phone calls—and why the lessons learned here could revolutionize your own marketing.
Executive Summary: Results at a Glance
A Norwich roofing company struggling to generate leads partnered with CDM Suite to launch a focused Google Ads campaign. In just 1.5 years, the company went from sporadic inquiries to a consistent flow of qualified phone calls, with 46 conversions and 42 phone calls from over 15,000 ad impressions—all on a modest monthly budget.
Curious how they did it? Read on for the full story and actionable tips you can use right now.
The Client: Roofing Experts Rooted in Community
Based in Norwich, Connecticut, this home improvement company built its reputation on specialized roofing services. Their skilled workforce, local expertise, and commitment to quality made them a trusted name. But like many in the industry, they faced a digital age dilemma: plenty of competition, but uncertain online visibility.
Why does this story matter? Because the roofing industry, especially in local markets, is fiercely competitive. Search visibility and digital lead generation are now the lifelines for growth, as today’s homeowners start their buying journey online and often decide who to call before ever picking up the phone. Learn more about effective digital strategies on our blog.
The Challenge: Breaking Through the Noise
Declining Leads, Stagnant Growth
Despite their expertise, the company’s phones weren’t ringing like they used to. Traditional marketing methods—print ads, word of mouth, and even referrals—were no longer enough to fill the pipeline. The challenge was clear:
- Low volume of phone calls and new leads
- Inconsistent business growth
- Difficulty reaching homeowners actively searching for roofing services
Complicating matters, today’s buyers are savvy—they research extensively, check reviews, and often cross off companies that aren’t visible online. The stakes were high, and the company needed a breakthrough. For insights on industry trends, check this Statista report on roofing.
The Solution: Precision Google Ads with CDM Suite
Building a Campaign for Results
CDM Suite took a holistic approach, combining deep market research, advanced targeting, and compelling creative to build a Google Ads campaign designed for measurable impact.
1. Audience & Keyword Research
- Custom Audience: Focused on local homeowners aged 35–65+, specifically in the top 41% income bracket and with a clear interest in home improvement.
- Keyword Selection: Chosen to capture high-intent searches like “roof repair Norwich” and “roofing company near me”—ensuring ads showed up when prospects were ready to buy.
2. Strategic Ad Creative & Landing Pages
- Ad Copy: The best-performing ad featured urgency and strong calls to action, such as “Call Business”, as well as limited-time offers like “Get $1000 Off Or Free Gutters.”
- Dedicated Landing Page: Each ad directed users to a tailored landing page optimized for conversions, making the next step—calling or requesting a quote—clear and easy.
3. Smart Budget Management
- Monthly Ad Spend: $2,000 allocated to maximize reach without overspending.
- Continuous Optimization: Regular A/B testing of ad variations and landing pages to refine messaging and improve conversion rates over time.
4. Measurable Deliverables
- Tracking & Analytics: Every click, call, and form submission was tracked, allowing for precise ROI measurement and informed campaign adjustments.
The Results: Data-Driven Wins
After just four weeks, the numbers told a compelling story:
Key Metrics (First 4 Weeks):
- Ad Impressions: 15,000+
- Click-Through Rate (CTR): 0.93%
- Total Conversions: 46
- Phone Calls Generated: 42
- Monthly Budget: $2,000
- Location: Norwich, Connecticut
The impact was immediate: the client saw a steady stream of qualified leads, directly contributing to business growth and workforce utilization.
What Made the Difference?
- Laser-focused targeting brought the right people to the landing page.
- High-converting ad copy and offers motivated immediate action.
- Dedicated landing pages ensured a seamless user experience and higher conversion rates.
What Can You Learn? Key Takeaways for Roofing & Home Services
Ready to replicate these results? Here are the biggest lessons:
1. Target High-Intent Local Audiences
Use Google Ads’ advanced demographic and interest targeting to focus your budget on those most likely to buy—such as homeowners aged 35+, in higher income brackets, and with a clear history of home improvement research.
2. Never Launch Without a Dedicated Landing Page
Generic website homepages kill conversions. Build dedicated landing pages tailored to your campaign’s keywords and offers, and make sure your call-to-action is front and center.
3. Offer a Strong, Time-Limited Incentive
Promotions like “$1000 Off” or “Free Gutters” grab attention and drive urgency, helping your ads stand out in crowded local search results.
4. Track Everything—And Optimize Relentlessly
Use call tracking, form tracking, and Google Analytics to measure every aspect of your campaign. Regularly A/B test your ads and landing pages to find what works best and double down on winners.
5. Don’t Underestimate the Power of Phone Calls
For home improvement and service businesses, phone calls remain one of the highest-converting lead types. Optimize your ads for calls, not just clicks.
Why Google Ads Work So Well for Roofing Companies
In the roofing industry, timing and trust are everything. Google Ads put your business in front of motivated, ready-to-hire homeowners at the exact moment they’re searching for help. Unlike traditional marketing, you only pay when someone shows real intent—making it one of the most cost-effective ways to grow a service business fast. Visit CDM Suite for more growth tips.
Ready to Grow Like This?
If you’re ready to see your own phone start ringing off the hook, it’s time to rethink your digital marketing strategy. Don’t leave growth to chance—get a custom growth plan tailored to your business, market, and goals.
Take the next step: Get your free 3-minute marketing assessment from CDM Suite and discover exactly what’s missing in your strategy. Your next lead could be just a click away!
