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CASE STUDY: How IKO Helped One ROOFPRO Member’s Phone Ring
Targeting the right kind of people, at the right time, is essential when investing your hard-earned dollars in marketing. Luckily, digital media is a proven approach, allowing every dollar to be carefully targeted to deliver results at the lowest cost.
As part of the ROOFPRO Craftsman Premier membership, you are eligible for premium lead-generating benefits from IKO’s digital agency, Central Station. In fact, some of your fellow ROOFPROs are already reaping the benefits of an Extended Profile along with Google Search Pay-Per-Click (PPC) advertising.
Who They Are
NW Roofing & Siding Pros is a locally owned business that has been offering professional, affordable, year-round roofing repair and roof replacement services for over 30 years.
Located in Eugene, Oregon, with a population approaching 200,000 people — and approximately 1,200 other roofing contractors to compete with — NW Roofing is one of many in a growing, competitive market.
At the time of their membership enrollment, NW Roofing did not have a website; and, having never done digital marketing previously, most leads came in via referrals.
Why They Chose Digital Marketing
Having the bandwidth to take on additional roofing jobs and clients, NW Roofing was looking to acquire leads for new business while also growing awareness of their brand. Search marketing was the best approach to achieve these goals. Here are some insights that influenced their search marketing strategy:
Three in four smartphone users turn to search marketing first to address their immediate needs. This reinforces the need to be visible on Google for roofing-related keywords.
Ninety-eight percent of global consumers “shop” online (including browsing, researching and buying). If you aren’t visible (via paid ads or organic search results), then you’re missing out on potential customers.
Roofing keywords are expensive. The average cost-per-click (CPC) in NW Roofing’s area is $16! It’s critical to be hyperlocalized with your targeting and your budget.
What Central Station Delivered
- First, a “discovery session” was conducted to understand the challenges and needs of the client and their business.
- After agreeing on a direction, Central Station created and launched an Extended Profile landing page that focused on driving leads, while also educating potential customers about what sets NW Roofing & Siding Pros apart from other Eugene-area roofing contractors.
- Next, a Google Search campaign was launched for the Eugene area, targeting customers who were actively searching for various roofing services. Since “roofing” is an expensive keyword in Google Ads, and because NW Roofing is a small, local company, utilizing a hyperlocalized campaign strategy with limited geographic reach was critical to offsetting the cost of expensive keywords.
- NW Roofing’s campaign continues to run in their market, with Central Station monitoring and analyzing performance on a monthly basis on their behalf.
What We Achieved Together
“We’ve established a successful partnership with Central Station as our PPC campaign has helped us to generate qualified leads. We are happy with our volume of work and looking forward to continuing to grow our business with Central Station.” – Joe Alexander, head of Sales and Client Management, NW Roofing & Siding Pros
In approximately a year, NW Roofing received 84 leads from ads on Google:
- Two were clicks on the email link in the footer of their Extended Profile.
- Sixteen were Service Request Form submissions from their Extended Profile.
- Sixty-six were phone calls, either from posting ads directly on Google or from calling a “forwarding number” provided by Google, on the Extended Profile.
Want More Leads?
In this day and age, if you aren’t investing in search marketing, you’re missing out on prospective customers — passively sending them to rival roofing contractors!
With a ROOFPRO Craftsman Premier membership, IKO gives you exclusive access to these critical digital services. Central Station is proud of their proven track record, helping roofing contractors measurably improve their lead volume and secure jobs. To take advantage of these benefits and start generating leads, contact Jane Taylor at jane@centralstationto.com or call 416-293-1049, ext. 332.
And don’t forget, like many other marketing expenses, search marketing costs are reimbursable with your co-op rewards or rebate. What are you waiting for?
