$351 in ads. A $45,000 job.
Napier · Hastings · Havelock North · Hawke's Bay
This client is a Hawke's Bay roofer doing re-roofs, repairs, guttering and fascia. We manage their Google Ads around commercial intent and track every lead through to the job, so we can tie one month's $351 of ad spend straight to a $45,000 re-roof.
Win the big roofing jobs without wasting a small budget.
A re-roof can be worth tens of thousands of dollars, so the searches that lead to one are worth winning. The catch is that roofing searches also pull in suppliers, job-seekers, DIY researchers and people well outside Hawke's Bay. An unmanaged campaign quietly burns budget on all of them. The job was to put every dollar in front of local homeowners ready to get a quote, and prove which spend actually turned into work.
Manage for intent. Cut the waste. Track the jobs.
The same search budget produces very different results depending on who manages it. Here is how we run it.
We optimise every campaign for commercial intent
We build and manage the account around commercial intent: the searches that signal someone is ready to hire and pay for a roof, not researchers, job-seekers or browsers. Budget chases real work, not noise.
We actively remove the keywords that waste money
Left unmanaged, a Google Ads search campaign leaks budget on irrelevant and low-intent searches. We read the search terms and cut the bad and irrelevant keywords as negatives, so spend goes to people ready to book a roofer.
We track every lead from form to won job
Form submissions flow straight into a CRM, so we can see which enquiries turn into won jobs. We send that result back to Google as an offline conversion, so the campaign learns from real revenue, not just clicks.
We scale what produces jobs
With won jobs feeding back into Google, we lean budget into the searches and keywords that turn into paying work, and pull it off the ones that don't. The account gets sharper every month.
We can trace $351 of ads to a $45,000 job.
Most agencies stop at the lead. We track every form submission into a CRM, follow it through to a won job, and send that result back to Google as an offline conversion. So we do not just count 18 leads, we can see which one became a $45,000 re-roof, and the campaign learns to go find more like it.
Lead submits a form
Tracked through the CRM
Marked won when the job lands
Sent to Google as a conversion
Real revenue feeding the campaign, so it optimises toward jobs, not just leads.
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