The problem
When we started, Prominent Construction barely had a website, ran no advertising and did not show up on Google anywhere in its area. The owners wanted leads that came to their own brand, and they treated marketing as an investment, not a cost.
What we did
- A new website built to turn visitors into leads: mobile-first with click-to-call buttons, fast pages, real photos of their crews and jobs instead of stock images, reviews and trust badges such as the BBB on every page, and a multi-step free-estimate form.
- Google Ads, plus Bing Ads, with ad groups split by service (roof replacement, repair, installation, shingle and metal roofs) and by city (Minneapolis, St. Paul, Edina and more).
- Web forms wired to call tracking: when a form came in, the system called Prominent at once, so they could press 1 and be talking to the lead within 15 seconds.
- Twelve months of local SEO to reach Google’s map pack and the top of “Minneapolis roofing” searches: site structure, local links, business citations, Google My Business and blog content.
- A review system that asked customers for a Google review at the job site or by text and email. They got close to 100 Google reviews.
- Retargeting on Google, YouTube and Facebook: a series of four ads for visitors from the last 60 days who had not yet called or sent a form.
- Storm campaigns after the 2019 hail storms: Google Ads for hail-damaged homes, and Facebook ads aimed at the neighborhoods that were hit.
The result
Ad figures from the client’s KPI report, Apr 1, 2018 – Oct 1, 2019. We ran this account under our earlier brand, Roofer Marketers, whose logo is on the report. Clicks cost about $40, and about 1 in 4 became a lead. Storm leads cost more: about $300–400 each from Google Ads, and $50–60 each from Facebook. The revenue figures are as published in our original case study. Results vary by market, competition and budget.
From the report
Tools
Website, local SEO, Google Ads, Bing Ads, Facebook Ads, call tracking, review requests
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