How to use PPC to drive high quality leads and track ROI.
Rooftec (Scotland) ltd is a friendly, family run business based in Falkirk owned by Mark and Nicola. They cater for all roofing needs. They’re dedicated to providing their customers with the very best service and advice that can be trusted.
With over 25 years’ experience in the roofing industry they have accumulated rich technical expertise in dealing with every roofing dilemma imaginable. From full commercial and domestic roof installations, repairs and maintenance. They specialise in pitched roofs, flat roofs and are experts in lead work.
Their PPC Marketing:
For some time, Rooftec have been using Google Ads to drive visitors to their website. The issues Rooftec faced was being unable to clearly pick out, of the 20 leads per month (let’s say) they were driving to their site per month, which were from Google Ads, which were organic, and which were other marketing channels. It was the same for their calls.
Rooftec wanted a campaign that was refined and optimised to bring through consistent high-quality website visitors so that when someone did convert to a lead, they could spend the right amount of time nurturing that high-quality lead to a customer.
It was also extremely important to Rooftec to make sure that the visitors coming to the site were understanding that Rooftec were a company who focused on the safety and their work being to the standard expected by the National Federation of Roofing Contractors meaning they were competing on quality and experience rather than price.
The campaign was geographically targeted to make sure it was within a realistic travelling distance for work to be carried out. We worked to engineer high quality adverts that helped educate a person searching for roofing services about Rooftec and their experience within the Roofing trade.
We made a very clear call to action within our ads to help set the expectation for the person searching and clicking through to the website.
We assessed the website to make sure it was sufficiently able to help convert people coming from PPC.
Testing of keywords and ads are playing a crucial part. We constantly use Googles testing system to make sure we’re presenting the right ads, that gain the most conversions and testing our keywords to find the right combination of conversions at the lowest cost.
This strategy proved effective, delivering results that have produced an amazing ROI.
6.81% Click Through Rate
13% Conversion Rate
£11,250 Works Order