Hey there, it's Eugene. Today, I want to discuss an exciting campaign I'm working on. Even though I'm feeling a bit under the weather, nothing gets me more pumped than kicking off a fresh digital marketing strategy—especially for a roofing client who's been through a lot of mismanagement.
This campaign is for a roof tiler who offers everything from roof repair to restoration, and let me tell you, it was an absolute mess when I took over. From the moment I dove into the account, I could see that the previous efforts could have been more organized and effective. The blogs on their site had been updated over a year ago, there was no backlink strategy, and their Google Ads were an absolute nightmare. Worst of all, they needed conversion tracking, so no one knew where the money was going. It was clear that no one had been paying attention, and it showed.
Starting with the Basics: Cleaning Up the Google Ads Mess
The first issue I tackled was the Google Ads campaign. The cost per click (CPC) was around $1 to $3, which would have been fine if the keywords were relevant. Unfortunately, they weren't. The ads targeted keywords like "Bunnings roof tiles" and even included terms in foreign languages that had nothing to do with roofing. As a result, the client got phone calls from people looking for jobs instead of potential customers. It was a classic case of money being wasted on irrelevant keywords.
I quickly worked on a more focused keyword strategy, ensuring we targeted high-intent search terms that would bring in qualified leads. Roofing is competitive, and the last thing I wanted was to continue wasting money on clicks that didn't convert. Instead of relying on broad match keywords that let Google burn through the budget with little to show, I focused on highly specific, local searches related to roof repair, roof tiling, and restoration services.
One of the first things I did was build a dedicated ad landing page. The previous setup had no landing page, so traffic was sent to the homepage, which could be better for conversion tracking. This time, I made sure the landing page was simple and effective. It includes proof of work, past projects, and, most importantly, Google reviews. People want to see that you've done this kind of work before, and reviews provide the social proof they need to trust you.
Optimizing the Google Business Profile
Next, I turned my attention to the Google Business Profile. When I first looked at it, the listing needed to include essential elements like service descriptions and images to interact more with the audience. This was a huge missed opportunity. Optimizing the profile by adding updated services, uploading before-and-after photos of projects, and encouraging reviews was a simple but impactful fix. These small steps can have a massive impact on local search rankings and lead generation.
Speaking of local rankings, I set up local rank trackers to monitor our performance across different areas. I believe in using multiple tools—like SEMrush, Ahrefs, and Serprobot—to understand what's happening fully. These trackers help me understand where the business ranks in local searches across different locations. This is essential when you're targeting localized services like roofing.
Embracing Video Content: A Game-Changer for this Campaign
One of the highlights of this campaign is that my client is fearless when getting in front of the camera. They've embraced video content in a way that most clients don't. They've got drone footage, testimonials, and project walk-throughs, all of which make my job much easier. Video content is incredibly powerful for SEO and engagement, and it's a tool that too many businesses overlook.
These videos allow me to optimize their YouTube channel for the campaign. With the right keywords, these videos boost local SEO and create an engaging way for potential customers to connect with the business. We can repurpose this content for social media, pull clips for Facebook and Instagram ads, and even integrate some of the footage into their website. It's a huge asset for driving engagement and conversions.
Fine-Tuning the Strategy with Data
One thing I always emphasize is the importance of data. It's easy to think you're doing well based on gut feeling, but the numbers don't lie. That's why we've got rank trackers in place and run multiple tools to measure performance. I like comparing results from SEMrush and Ahrefs to see exactly how our efforts pay off.
It's also crucial to segment traffic properly. We've hidden the landing page from general traffic to ensure that only visitors from our Google Ads land there. This way, we can accurately track the cost per lead and determine the campaign's success without interference from other traffic sources like organic or referral visitors. The same principle applies to Facebook Ads, where segmentation allows us to deliver the right message to the right audience.
Preparing for Long-term Growth
I'm excited about where this campaign is headed. While I know we're not going to be on page one of Google overnight—especially in a competitive industry like roofing—I'm confident that any action we take will show progress. This website has been stagnant for too long, and now that we're finally putting in the work, it will start climbing the ranks. Combining local SEO-targeted Google Ads and optimized video content will make all the difference.
We've also set up conversion tracking, so we'll know exactly how many leads we're getting and at what cost. This level of precision is crucial for refining the campaign as we go. Whether tweaking the ads, adjusting the keywords, or improving the landing page, we can make data-driven decisions to enhance performance over time.
Final Thoughts: A New Direction for the Campaign
As messy as this campaign was when I first took it on, it's shaping to be something special. We're going from a disorganized, neglected account to a well-oiled lead generation machine. With the right strategy in place—focused keywords, optimized Google Business Profile, strong video content, and clear data tracking—it's only a matter of time before we start seeing real results.
When I started this project, feeling under the weather, I wasn't sure how much I could accomplish. But now that the pieces are falling, I'm excited to keep pushing forward. Here's to turning things around and delivering the results this client deserves!
