The Challenge
Florida Roofing & Inspections provides residential and commercial roofing, repairs and certified inspection services throughout South Florida.
The company needed a more reliable system for generating inquiries from property owners actively looking for roof inspections, repairs and new roof installations. Its website also needed clearer conversion paths so visitors could quickly request information through WhatsApp, submit a contact form or call the company directly.
The challenge was not simply to increase website traffic. The goal was to attract local prospects with genuine roofing needs and turn that demand into measurable conversations and inquiries.
Because the company serves both English- and Spanish-speaking customers, the acquisition strategy also needed to communicate effectively with both audiences while maintaining consistent messaging across the website, Google and social media.
The Strategy
We developed a conversion-focused lead-generation strategy combining website optimization, Google Search campaigns, Meta advertising and remarketing.
Website Conversion Optimization
We optimized the website to make it easier for prospective customers to contact the company after arriving from an advertisement.
The CRO strategy focused on clearer paths to request roofing services, prominent WhatsApp access, improved click-to-call visibility, stronger contact-form placement and closer alignment between the advertising messages and landing-page experience.
We also prioritized the mobile experience because many roofing prospects search for urgent services from their phones. By supporting WhatsApp, calls and forms, the website could accommodate different communication preferences instead of depending on one conversion method.
Google Search Campaigns
We created separate English and Spanish Google Search campaigns targeting people actively looking for roofing services.
The campaigns focused on high-intent searches related to roofing inspections, repairs, services and new roof installations. We continuously reviewed search terms, excluded irrelevant traffic and adjusted the campaign structure based on conversion performance.
Google Ads captured prospects near the bottom of the funnel and generated inquiries through WhatsApp, direct phone calls and website contact forms.
Meta Lead Generation
We launched English and Spanish Meta campaigns designed to start roofing conversations directly through WhatsApp.
The campaigns tested different services, audiences and creative formats. New roof installation and service-focused advertisements emerged as the strongest creative directions.
Meta allowed the company to reach local property owners before they searched on Google, while WhatsApp gave prospects a convenient way to begin a conversation without completing a lengthy form.
Remarketing
We also implemented remarketing campaigns to reconnect with people who had visited the website or interacted with the company but had not yet initiated a conversation.
This created a coordinated acquisition system in which Google captured active demand, Meta generated awareness and conversations and remarketing helped recover interested prospects.
Our Results
70% Increase in Weekly Lead Volume
During the initial seven-day reporting period, the campaigns generated 23 leads.
Approximately one month later, the campaigns generated 39 leads during a comparable seven-day period. This represented an increase of nearly 70% in weekly lead volume.
The increase came from both advertising platforms, demonstrating that the improvement was not dependent on a single campaign or channel.
133% Increase in Google Ads Conversions
Google Ads conversions increased from 3 to 7 between the two reporting periods, representing growth of approximately 133%.
The conversions included WhatsApp contacts, click-to-call actions and website contact-form submissions. This showed that the Google campaigns were successfully capturing prospects with different communication preferences.
34% Lower Google Cost per Conversion
While Google conversion volume more than doubled, the average cost per conversion decreased from $29.92 to $19.70.
This represented an improvement of approximately 34% in conversion efficiency. The Google Ads click-through rate also remained above 8%, indicating that the ads continued attracting relevant, high-intent traffic as the campaigns scaled.
60% More WhatsApp Conversations From Meta
Meta-generated WhatsApp conversations increased from 20 to 32 between the two reporting periods, representing a 60% increase in weekly messaging conversations.
The strongest campaigns used English and Spanish service-based messaging, while the best-performing creative direction focused on new roof installation.
Approximately 190 WhatsApp Conversations
Over the broader campaign period, the two primary English and Spanish Meta lead campaigns generated approximately 190 WhatsApp conversations.
The English campaign produced the strongest cost efficiency, while the Spanish campaign expanded the company’s reach among an important segment of the South Florida market.
A Scalable Roofing Lead-Generation System
The engagement transformed the website and advertising accounts into a coordinated lead-generation system.
Website CRO improvements made it easier for visitors to take action. Google captured people actively searching for roofing services. Meta created demand and initiated WhatsApp conversations. Remarketing helped bring interested visitors back into the funnel.
Within approximately one month, weekly lead volume increased by nearly 70%, Google conversions grew by 133% and Google’s cost per conversion decreased by 34%.