Destiny Roofing
Canada
12
high-quality leads
15
%reduction in CPC
2.4
%increase in profile interactions
About company
Destiny Roofing is a trusted roofing contractor based in Brampton, Ontario, serving the Greater Toronto Area. Specializing in commercial, industrial, institutional, municipal, and residential projects, the company offers high-quality roofing solutions tailored to each client’s needs. Their experienced team ensures reliable service and long-lasting roofing systems.
Services provided
Google Ads
Drive targeted traffic with optimized campaigns
Meta Ads
Enhance brand visibility through tailored strategies
Local seo
Boost local presence with effective tactics
Projects details
Google Ads
Meta Ads
Local seo
Customer Needs:
- Destiny Roofing approached WebUgol to analyze and improve the performance of their Google Ads campaigns. The goal was to increase lead generation for key services - commercial, industrial, and institutional roofing - by resolving site issues, rebuilding campaigns, and reducing the cost per conversion.
Challenge:
Existing ad campaigns were poorly optimized and failed to deliver conversions. The website had several minor issues that negatively impacted performance and user experience, limiting lead generation potential.
Solutions:
- We began with a complete audit of Destiny Roofing’s website and ad account.
- Several minor technical issues were discovered that could hinder conversions. A detailed technical task was sent to the development team for resolution.
- We then analyzed existing Google Ads campaigns and found them ineffective due to poor setup and targeting.
- In collaboration with the client, we decided to fully relaunch campaigns, starting with commercial roofing.
- A new semantic core was collected, keywords were clustered by intent, and custom ad copy was written for each group.
- The new campaign was launched with a $3,000 CAD monthly budget.
- Daily monitoring ensured bid adjustments, addition of negative keywords, and optimization based on real-time performance.
- Within the first month, the campaign generated 12 conversions at a cost of $251 CAD each.
- These results informed our next steps - launching campaigns for industrial and institutional roofing services with similar structures and targeted ad messaging to scale results.
Results:
- The commercial roofing campaign produced 12 high-quality leads in its first month, improving conversion performance and demonstrating the effectiveness of the new strategy. Cost per conversion was lowered through daily bid optimization and keyword cleanup. Preparations are now underway for launching two more service-focused campaigns.
Customer Needs:
- The client needed a low-budget retargeting campaign to re-engage users who had previously visited the website but didn’t convert into service inquiries for roofing and repair services in the local area.
Challenge:
With a limited budget, the challenge was to ensure high efficiency in bringing back qualified leads without overspending. Maximizing conversions on a small ad spend required sharp audience segmentation and compelling messaging
Solutions:
- We implemented a simple retargeting strategy aimed at users who had visited specific service pages related to roofing, repairs, and quotes. Ads focused on local expertise, reliability, and competitive pricing, offering promotions for roof inspections or free estimates to encourage action.
- To stay within budget, we tested lead form ads against traffic ads, adjusting timing and frequency to avoid oversaturation. Ad creatives featured roofing project images and testimonials to build trust. We also optimized delivery based on user behavior, ensuring ads only appeared to those most likely to convert.
- Pixel tracking was used to capture form submissions and clicks, providing insights for further optimization and budget reallocation.
Results:
- Despite a small budget, the retargeting campaign delivered qualified leads and effectively increased local inquiries. Meta Ads proved to be a cost-effective channel for driving interest and ensuring ongoing conversions for Destiny Roofing.
Customer Needs:
- Increase site interaction, impressions, and clicks.
- Optimize GMB profile to target roofing services in Brampton, Canada.
- Improve local visibility for roof installation, repair, and various roofing types.
- Engage more local customers through regular GMB profile updates.
Challenge:
Destiny Roofing faced low local visibility in Brampton. Despite offering expert roofing services, their GMB profile was underoptimized, resulting in limited engagement and fewer service inquiries from the local market.
Solutions:
- GMB Profile Optimization: We updated Destiny Roofing’s GMB profile with roofing-specific keywords like "roof installation," "roof repair," and "shingle roofing" to increase local search visibility in Brampton.
- Local Keyword Strategy: By incorporating location-based keywords for Brampton and nearby areas, we ensured the business appeared for a range of roofing services such as metal roofing and flat roof installations.
- Service & Area Refinement: We optimized the GMB profile’s services to highlight Destiny Roofing's expertise in various roof types and repairs, ensuring it aligned with local search intent.
- Ongoing Local SEO Updates: Regular updates with posts about roofing tips, promotions, and customer reviews kept the profile active and contributed to improved SEO performance.
- Continuous Monitoring: We tracked GMB insights and adjusted the strategy as needed to maintain the profile’s relevance, driving more engagement and conversions.
Results:
- From February to April 2024, Destiny Roofing saw a 2.4% increase in profile interactions (from 68 to 116), reflecting a rise in local engagement and roofing inquiries in Brampton. This also contributed to increased brand awareness within the Brampton territory, making Destiny Roofing a more recognizable name for local customers seeking roofing services.
