Overview

A residential roofing company was struggling with high ad costs and inconsistent lead quality. They needed a strategy that would attract better prospects while keeping cost-per-lead down. Crux delivered a full-funnel ad approach that produced higher-quality leads and improved ad efficiency at scale.

Challenges

• The client was spending heavily on paid ads but generating inconsistent leads.
• Their CPL and Cost/SQL was too high to be sustainable.
• Lead quality varied week to week.

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Objectives

• Drive a lower cost/lead and cost/SQL
• Improve the landing page conversion rate
• Drive a higher volume of SQLs of the total volume recieved

Solutions

Crux performed a comprehensive audit of active campaigns and identified inefficiencies in targeting, bidding, and ad creative. A new cross-platform strategy was launched across Google and Meta, with restructured keyword groups, revised ad copy, and optimized budget allocation toward high-performing audiences.

Benefits & Results

• 28% Increase in Lead Volume
  
  • More Leads Flowing into Your Business: Attract more qualified leads by connecting with them at the perfect moment through highly engaging ad campaigns.‍
• 58% Decrease in Cost/Lead
  
  • Lowering Your Cost Per Lead: Lower your cost per lead by strategically eliminating wasted spend and enhancing overall campaign efficiency.
• Achieved in 6-month Timeline
  
  • Sustained Growth Over Six Months & Beyond: Consistent, measurable growth. Transform campaigns from initial setup to high-performing machines, continually refining for a sustainable, powerful ROI.

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