The Problem
A mid-size roofing company in the Southeast US came to us with a familiar story:
- Spending $3,500/month on Google Ads with no conversion tracking
- Getting 15-20 leads per month but couldn't trace them back to any specific campaign
- Office phone going to voicemail 30% of the time (owner and one office manager)
- Google Business Profile last updated 8 months ago
- No blog content, no SEO presence
- Competitors consistently showing above them in the map pack
Their frustration: "I know I'm spending money on marketing but I have no idea if it's working."
What We Did
Month 1: Stop the Bleeding
Google Ads Overhaul:
- Added 66 negative keywords (immediately stopped spending on "roofing jobs," "DIY roof repair," etc.)
- Restructured campaigns by service type (repair vs. replacement vs. inspection)
- Created dedicated landing pages for each campaign
- Installed conversion tracking for phone calls and form submissions
- Launched Local Services Ads alongside search campaigns
GBP Revival:
- Updated business description with keyword-rich copy
- Added 15 new project photos with geotags
- Responded to 47 unanswered reviews
- Published 4 Google Business Posts
- Fixed NAP inconsistencies across 12 directories
Result after Month 1: Lead volume increased from 18 to 29 leads (+61%). Cost per lead dropped from unknown to $47 (now trackable).
Month 2: Amplify
AI Phone Agent Deployed:
- Configured custom AI trained on their services, materials, and service area
- Integrated with their GHL CRM for instant lead delivery
- Set up for 24/7 answering — every call captured
Content Published:
- 2 blog posts targeting "roof repair in [city]" and "storm damage roofing [city]"
- Service pages optimized for each city in their service area
Result after Month 2: 38 leads. AI phone agent captured 12 leads that would have gone to voicemail (verified by after-hours timestamps). Blog posts indexed and generating first impressions.
Month 3: Compound
Optimization Phase:
- Paused underperforming ad groups, doubled budget on winners
- LSAs generating leads at $31/lead (vs $52 for search campaigns)
- GBP now showing in top 3 map pack for 4 of 6 target keywords
- Reviews grew from 89 to 127 (automated request sequence working)
- AI agent handling 35% of all incoming calls
Result after Month 3: 54 leads. Triple the starting volume. Cost per lead averaged $39.
The Numbers
| Metric | Before | After 90 Days | Change |
|---|---|---|---|
| Monthly leads | 18 | 54 | +200% |
| Cost per lead | Unknown | $39 | Now trackable |
| Missed calls | ~30% | 0% | AI answers everything |
| Google Ads spend | $3,500 | $3,500 | Same budget |
| Map pack ranking | Not in top 3 | Top 3 for 4 keywords | Major improvement |
| Reviews | 89 | 127 | +43% |
The key insight: We didn't increase their ad budget. We made the same $3,500/month work 3x harder by eliminating waste, capturing missed calls, and building organic visibility.
What Made the Difference
Three things created the compound effect:
- Conversion tracking — for the first time, we could see exactly which campaigns generated calls and which wasted money
- AI phone agent — capturing 12+ leads per month that previously went to voicemail was essentially free money
- GBP management — moving into the map pack generated organic leads that cost nothing
None of these alone would have tripled leads. Together, they created a system where every channel reinforced the others.
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