How We Fixed a Roofing Company’s Google Ads and Increased High-Intent Traffic by 300%

The same strategy that works for any service business competing for high-intent leads in a crowded market.

Client

US 1 Roofing & Repairs – Family-Owned Roofing Company serving Florida with 15+ years of experience

Overview

US1 Roofing and Repairs Inc. is a family-owned roofing company with over 15 years of experience serving homeowners across Brevard County, Florida.

In Florida’s highly competitive roofing market, they were running Google Ads but seeing zero results — wasting money on clicks that never converted into free roof estimate bookings.

They came to Elysian Launch frustrated, knowing their ads weren’t working but unsure why.

The end goal was clear: fix the broken ad system, increase qualified leads, and start booking free roof estimates from homeowners who actually needed their services.

Problem:

Before working together, US1 Roofing was investing in Google Ads — but had no visibility into what was actually happening.

They were facing:

Google Ads running with zero conversion tracking — no way to see if ads led to booked appointments
Website completely disconnected from Google Ads — making optimization impossible
No Google Analytics setup — zero insight into user behavior or traffic sources
Broken website forms preventing bookings from having the correct information
No competitor targeting strategy — missing opportunities to capture searches for other roofing companies
Wasted ad spend on irrelevant clicks and keywords

In the roofing industry, timing is everything. Homeowners search for roofers when they receive insurance letters, discover leaks, or are in real estate transactions requiring immediate repairs. The same urgency applies to any service business — including real estate — where clients are actively searching and ready to move forward, but go with whoever shows up first.

If your ads aren’t targeting the right keywords at the right cost, and your tracking isn’t set up to measure results — you’re burning money with no ROI.

The business was stuck paying for ads that didn’t work — not because their services weren’t excellent, but because the entire technical foundation was broken.

“Before working with Elysian Launch, I was running Google Ads and had nothing to show for it.

Money was going out, but no leads were coming in—and we had no idea why. Nina came in, identified every single issue, and rebuilt our entire setup.

The results speak for themselves: a 300% increase in high-intent traffic from homeowners actively searching for roofing services. My business is now showing up when it matters most — when someone needs an emergency repair or a free estimate — and we’re even showing at the top of competitor searches.

For the first time, I have full visibility into what’s working, and how to target high-intent buyers. If your Google Ads aren’t delivering, Elysian Launch will find out why and fix it.“

– Brian Delaney, US1 Roofing & Repairs

us1 roofing and repairs company case study

Process & Solution:

We rebuilt the entire Google Ads foundation from the ground up — starting with technical setup, then strategic campaign optimization.

1. Technical Foundation & Tracking Setup

Before any ad optimization could work, we needed to see what was actually happening with the traffic.

Connected website to Google Ads with proper tracking pixels and conversion events
Set up Google Analytics from scratch to monitor user behavior and traffic sources
Implemented conversion tracking so every ad click could be traced from impression → click → website visit → booking (or drop-off)
Set up Google Search Console for deeper insights into organic and paid search performance

Without proper tracking, Google Ads is flying blind. You can’t optimize what you can’t measure. We built the infrastructure to see the entire customer journey.

2. Competitive Industry Audit & Keyword Research

Florida’s roofing market is brutally competitive. We needed to understand what homeowners were actually searching for and how competitors were showing up.

Conducted intensive competitor analysis across Brevard County roofing companies
Identified highly searched, high-intent keywords specific to roofing services in the area
Analyzed cost-per-click (CPC) data to find optimal bidding strategies
Discovered untapped keyword opportunities competitors were missing

This audit revealed exactly where to invest ad dollars for maximum ROI — targeting homeowners actively searching for emergency repairs, free estimates, and roof replacements.

3. Strategic Google Ads Campaign Build

With tracking in place and research complete, we built two strategic campaign types designed to capture different search intents.

Campaign 1: Service-Specific Keyword Targeting – Ads targeting high-intent searches

Campaign 2: Competitor Conquesting – Ads triggered when users search for competing roofing companies

4. Ongoing Optimization & Refinement

Google Ads isn’t “set it and forget it” — especially in competitive industries. We implemented daily monitoring and bi-weekly optimization.

Daily keyword performance monitoring to identify winning and losing search terms
Negative keyword implementation to block irrelevant, low-intent searches
CPC adjustments based on keyword performance and competition
Ad copy testing to improve click-through rates

Within the first two weeks, we identified exactly which keywords drove qualified traffic and which were wasting budget.

5. Local Search Optimization

Beyond paid ads, we helped kickstart their Google Business Profile optimization to appear in local map searches.

google ads screenshot for a roofing company

End Result:

US1 Roofing now has:

Fully functioning Google Ads infrastructure with proper tracking and analytics
300% increase in high-intent, qualified traffic from homeowners actively searching for roof services
Strategic campaigns targeting both service keywords and competitors
Complete visibility into the customer journey from ad click to booking
Optimized ad spend targeting keywords that actually convert

Benefits You Can Already See

📈 Qualified Traffic Skyrocketed
High-intent clicks from homeowners searching “free roof estimate,” “emergency roof repair,” and service-specific keywords increased dramatically.

🎯 Competitor Conquesting Works
When homeowners search for competing roofing companies, US1 Roofing now appears at the top — capturing traffic that was previously going to competitors.

💡 Data-Driven Decision Making
With proper tracking in place, the business can now see exactly which keywords, ads, and campaigns drive results — eliminating guesswork.

⚙️ Optimized Ad Spend
Daily monitoring and negative keyword implementation stopped budget waste on irrelevant clicks, focusing dollars on high-converting searches.

🔍 Local Search Visibility
Google Business Profile optimization positions the company to appear in local map searches when homeowners need roofing services immediately.

analytics improvement for a roofing company

In any competitive service industry — roofing, real estate, construction — your Google Ads setup is your digital storefront.

Homeowners in crisis — dealing with leaks, storm damage, or insurance deadlines — search Google first. If your ads aren’t showing up for the right searches, your tracking isn’t working, or your website can’t convert traffic into bookings, you’re invisible to customers who need you right now.

Google Ads work when they’re built on proper tracking, strategic targeting, and continuous optimization. This case study proves that even in brutally competitive markets — whether you’re booking roof estimates or attracting buyers and sellers ready to move — the right technical foundation turns wasted ad spend into qualified leads.

In short: Proper tracking + strategic targeting + ongoing optimization = qualified leads and booked appointments.

Ready to stop wasting money on ads that don’t convert?

👉 Schedule your complimentary Google Ads audit with Elysian Launch and discover what’s broken in your campaigns.

Book Your Free Strategy Session