Top Marketing Agency Cape Town | Digital Marketing & Web Design
Google Ads Case Study: Roofing Company South Africa
How we generated over R2.5 million in revenue through a targeted Google Ads strategy.
A performance-driven Google Ads and website strategy designed to generate consistent, high-value leads for a roofing and waterproofing contractor.
Campaign Overview
Prominent Roofing partnered with Cape Marketing Agency to improve lead generation and increase revenue through a structured Google Ads strategy.
Operating in a highly competitive home services market, the business required a system that could consistently generate qualified leads while maintaining a strong return on investment.
The strategy focused on targeting high-intent search queries, structuring campaigns around core services, and continuously optimising performance.
Campaign Results
Key Metrics:
- Total Ad Spend: R93,838
- Total Revenue Generated: R2,575,431
- Return on Ad Spend (ROAS): 2,640%+
- Total Leads Generated: 75
- Leads Converted: 30
- Sales Conversion Rate: 40%
- Average Cost Per Lead: R1,251
The Challenge
Prominent Roofing operates in a price-sensitive and competitive industry where customers often request multiple quotes before making a decision.
Key challenges included:
- Generating consistent, high-quality leads
- Standing out in a crowded market
- Managing cost per lead while maintaining lead quality
- Converting enquiries into high-value projects
Additionally, demand fluctuates based on seasonality and urgency (e.g., leaks, storm damage), requiring a flexible and responsive advertising strategy.
Our Google Ads Strategy for Roofing
We implemented a structured Google Ads approach focused on capturing high-intent search traffic and converting it into qualified leads.
- Campaign Segmentation
Campaigns were structured around core services:
- Waterproofing
- Roof painting
- Roof maintenance
This allowed for better control over budgets, targeting, and performance optimisation.
- High-Intent Keyword Targeting
We focused on keywords such as:
- roof repairs near me
- waterproofing contractors
- roof painting services
- roof leak repair
These keywords reflect strong purchase intent and urgency.
- Conversion-Focused Ad Copy
- Clear service positioning
- Strong call-to-action messaging
- Local relevance (Cape Town & Gauteng)
- Trust signals integrated into messaging
- Budget Optimisation
- Budget allocated to top-performing campaigns (waterproofing)
- Reduced spend on underperforming campaigns
- Continuous bid adjustments based on performance
- Ongoing Performance Management
- Weekly performance reviews
- Keyword refinement and expansion
- Negative keyword implementation
- Conversion tracking optimisation
Performance Insights
- Waterproofing campaigns drove the majority of revenue, highlighting the importance of focusing on high-value services
- A relatively low number of leads generated a high total revenue, indicating strong lead quality
- The 40% conversion rate demonstrates effective alignment between search intent and service offering
- Seasonal demand fluctuations required continuous optimisation and budget adjustments
This campaign reinforces that quality leads are more valuable than volume, particularly in high-ticket service industries.
Business Impact
The Google Ads strategy enabled Prominent Roofing to:
- Generate a consistent pipeline of qualified leads
- Secure high-value projects
- Improve marketing ROI
- Scale their business with predictable lead generation
About Prominent Roofing
Prominent Roofing is a professional roofing and waterproofing contractor serving residential and commercial clients in South Africa.
With over 20 years of industry experience, the company specialises in roof repairs, waterproofing, roof painting, and maintenance services.
Conclusion
This case study demonstrates how a well-structured Google Ads strategy can generate significant revenue in the home services industry.
By focusing on high-intent keywords, campaign structure, and ongoing optimisation, Cape Marketing Agency helped Prominent Roofing achieve measurable and scalable business growth.
For Google Ads, PPC management and performance marketing services, visit AdsEngine.