THE CHALLENGE
Where they were stuck.
Peach State Roofing was burning $9,800/month on Google Ads through a generalist agency. The campaign was a single broad-match push mixing residential and commercial intent. 22% of incoming leads were commercial roofs, out-of-area requests, or homeowners shopping DIY repair kits. The owner was ready to kill paid search entirely.
OUR APPROACH
What we did, in order.
- Split the account into 4 intent-specific campaigns: Storm Damage, Asphalt Re-Roof, Metal Roof, and Repair.
- Built single-keyword ad groups (SKAGs) for the top 8 commercial-intent terms with exact-match keywords.
- Added an 80+ entry negative keyword list on day one · blocking DIY, kits, supply, Home Depot, Lowes, rentals, and 23 cities outside the service area.
- Designed dedicated landing pages per campaign with above-the-fold inspection booking, drone-photo gallery, and trust signals.
- Wired the AI appointment setter to every form fill and missed call · qualifying and booking inspections inside 60 seconds, 24/7.
THE RESULTS
What changed.
Day 30: 47 booked inspections. Day 60: 118 booked inspections. Day 90: 162 booked inspections · a 2.5x improvement on the same monthly budget. The crew calendar is now booked 7 weeks out and the owner just hired a second inspection team.
