How a Manchester Roofing Company Doubled Its Leads in 90 Days
Cost per lead
in 90 days
Monthly leads
in 90 days
Website conversion rate
in 90 days
Monthly ad spend
in 90 days
The challenge
North West Roofing Co. had been running Google Ads for just over a year, spending around £1,500 a month, but the results weren't stacking up. Their cost per lead had crept up to £85 — well above what makes sense for the roofing market — and a significant portion of the enquiries they were getting weren't genuine jobs. They were fielding calls from people looking for small patch repairs, people outside their target area, and a steady stream of tyre-kickers with no intention of booking.
The other side of the problem was their website. It was slow to load, built on an outdated template, and didn't do anything to qualify or convert the traffic it received. There was no clear CTA structure — just a generic contact form buried at the bottom of the page. Conversion rate was sitting at 1.4%, which meant they were paying for clicks that almost never turned into booked jobs. The owner had started to question whether digital marketing was worth continuing with at all.
What we did
LeadVine started with the website. North West Roofing Co. needed a conversion-optimised site that would filter for the right customers and make it easy for them to get in touch. LeadVine rebuilt the site on Astro with Sanity CMS — prioritising page speed, clean service pages with clear scope and pricing anchors, trust signals including accreditations and reviews, and a streamlined contact form with qualifying questions that pre-filtered enquiries before they reached the owner's inbox.
With the website in place, the Google Ads account was restructured from the ground up. The existing campaign had been running on broad match keywords with minimal negatives, pulling in irrelevant traffic from surrounding areas and unrelated search terms. LeadVine built tightly themed ad groups around high-intent roofing keywords, added an extensive negative keyword list to cut out the noise, rewrote ad copy to set clear expectations about job size and location, and implemented call tracking to measure what was actually converting. Within the first month the quality of enquiries was visibly different.