How We Took a Roofing Company From $40K/Month in Ad Spend to Six Figures in Monthly Revenue

The short version

Roofing is one of the most expensive, most competitive paid search markets in the country. Every roofer in a metro is bidding on the same handful of high-intent keywords, and the cost per click reflects it.

We ran Google Ads for a Snohomish County roofing company for a full year. The campaign started profitable and got dramatically better as we optimized it. By the end, they were spending around $40,000 a month on ads and pulling roughly $225,000 a month in revenue from paid search. That is a 562% return on ad spend at peak, up from about 250% when we started.

Here is how it actually happened.

What we were working with

The client was a solid roofing operation with good crews and a good reputation, but they were getting buried in search. Roofing is brutal for paid search because the intent is so high. When someone's roof is leaking, they're going to call someone that day, and every competitor knows it. That pushes cost per click into painful territory, sometimes $30 to $50+ for the most competitive terms.

They had run ads before with mixed results. The spend was going out, some leads were coming in, but nobody could tell them whether it was actually working. No clear tracking, no clear attribution, no clear answer to the only question that matters: for every dollar in, how many dollars came back out?

That's where we started. Not with creative. With measurement.

What we actually did

People expect the answer to be some clever keyword nobody else found. It almost never is. Here's what actually moved the numbers.

‍We fixed the tracking first. Before touching the campaigns, we made sure every lead was tracked to the source, every form fill and phone call was logged, and conversion values were tied to actual closed jobs where possible. You cannot optimize what you cannot measure, and most roofing accounts we audit are flying blind. This step alone changes how every future decision gets made.

‍We cut the dead weight in the keyword list. The previous setup was paying for broad, low-intent searches that ate budget without producing jobs. We pulled spend off the tire-kicker terms and concentrated it on high-intent, high-value searches: emergency repair, full replacement, the specific roofing types that carried the best margins. Fewer keywords, better keywords, more budget behind each one.

‍We rewrote the ads to match real intent. Roofing buyers in an emergency don't care about your "30 years of combined experience." They care about whether you can come out fast and whether you'll do it right. The ad copy leaned into speed, reliability, and the specific services that converted, and we tested variations constantly instead of setting and forgetting.

‍We sent traffic to pages built to convert. A great ad pointing at a weak page is wasted money. We made sure the landing experience matched the search, loaded fast, and made it dead simple to call or request a quote. No hunting for the phone number, no ten-field forms.

‍Then we managed it like it was our own money. This is the part that separates a managed account from a set-and-forget one. Weekly adjustments. Pulling budget off underperformers. Doubling down on what was working. Catching wasted spend before it compounded. The campaign that ended the year at 562% ROAS did not start there. It got there because someone was actually paying attention every week.

The results

Over twelve months, the account went from break-even-ish performance to one of the strongest home services campaigns we've run.

At peak, the numbers looked like this: roughly $40,000 a month in ad spend generating around $225,000 a month in revenue from paid search. That's a 562% return on ad spend, meaning every dollar spent on ads returned more than five and a half dollars in revenue. Monthly revenue from paid search climbed 432% from where it started.

But the headline number isn't really the point. The point is the trajectory. The campaign was already profitable in month one at around 250% ROAS. The reason it more than doubled by month twelve is that paid search isn't a thing you launch, it's a thing you run. Every week of optimization pulled a little more waste out and put a little more budget behind what worked.

What made it work

If you take one thing from this, take this: the win wasn't a secret keyword or a magic ad. It was measurement plus relentless management. Most roofers running their own Google Ads (or paying an agency that set it up and walked away) are leaving most of their potential ROAS on the table, not because they picked the wrong keywords, but because nobody is actively managing the account week to week.

Roofing is a market where the difference between a 250% ROAS and a 560% ROAS on the same budget is just attention. That's the whole game.

If you're a home services business running Google Ads

If you're spending real money on Google Ads and you can't answer "what's my ROAS" in under thirty seconds, that's the problem, and it's a fixable one. We do straight audits of paid search accounts with no upsell pitch attached. We'll tell you where the waste is, what your real return looks like, and whether you actually need help managing it.

Reach out through the contact form and Evan will get back to you personally.