A regional exterior remodeling company turned a stalled local lead-gen account into its most reliable source of booked jobs.
Whitfield Home Exteriors runs roofing, siding, and window replacement crews across three counties. Their previous agency had them running broad Google Ads keywords and boosted Facebook posts, with no landing page beyond a generic contact form. Leads came in, but a large share were homeowners just comparing prices or outside the service area entirely.
Sales spent as much time disqualifying leads as closing them, and nobody could say which service line or geography was actually driving revenue.
The goal wasn't more traffic. It was fewer, better-fit leads that sales could actually close.
We pulled 90 days of closed-won data and found siding and window jobs converted at nearly double the rate of roofing inquiries, despite getting less budget.
A single "free exterior assessment" offer replaced the generic contact form, with a short form that captures project type and timeline before submission.
Google Ads and Meta campaigns were separated by service line and county, each with its own call tracking number, so budget could shift toward what closed.
Nine months in, the gains have held steady rather than fading after an initial bump.
"Cost per lead dropped from $61 to $38 in the first six weeks, and it's held there for two quarters now. They rebuilt our whole Google Ads account instead of just tweaking it, and the weekly call is the only marketing update I actually read."
A 30-minute audit, no pitch attached.