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GUY ROOFING LEAD GENERATION Client: Could Jackson increase leads in select markets with the same budget YoY? Jackson: Let's do this.

MORE LEADS. SAME BUDGET. GOOD LUCK.

Guy Roofing is a regional residential roofing company (and a national commercial roofing company) that wanted to increase its residential leads with a very specific goal: 1,000 more leads annually.

With the same budget.

Also, this budget would be divided into three key markets: Greenville, SC; Charleston, SC; and Charlotte, NC.

Challenge accepted.

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DIGITAL MARKETING ANALYTICS

We love billboards. They're big. They're noticeable. And they generate awareness.

However, we needed to drive down the overall cost-per-lead compared to previous marketing campaigns. Specifically, we needed a 10% reduction in cost-per-lead, per tactic.

Jackson began by conducting an analysis to determine the most cost-efficient lead-generating media methods. Using client-provided data, Jackson determined that billboards, which the client historically relied heavily on, had significantly higher cost-per-lead than digital tactics.

So "out" with the billboards. "In" with digital media.

THE POWER OF SMART DIGITAL MEDIA & CREATIVE DIGITAL ADVERTISING

OUR NEW DIGITAL MEDIA TACTICS INCLUDED THE FOLLOWING, WHICH CONSISTED OF CREATIVE MADE IN-HOUSE BY JACKSON:

SEARCH ENGINE MARKETING

  • Reached users on Google and Bing search results pages

GEOFENCING ADS

  • Mobile ads delivered to users within certain neighborhoods where the client had active roofing projects
  • Neighborhood lists were updated weekly based on the active job addresses provided by the client

WEATHER-TRIGGERED ADVERTISING

  • Ad creative automatically triggered to storm messaging when specific weather events were in the forecast (i.e., wind above a certain MPH, above-average rainfall, hail of any size)

DISPLAY AND MOBILE DISPLAY ADS

  • Targeted homeowners in GSAA, CLT and CHS with HHI of $75k+

PRE-ROLL VIDEO ADS

  • Targeted homeowners in GSAA, CLT and CHS with HHI of $75k+

FACEBOOK LEAD GENERATION ADS

  • Users had the opportunity to request a free quote right on the ad in their newsfeed

LEADS WERE TRACKED WITH THREE METHODS:

  1. The "Contact Us" form submission on the Guy Roofing website
  2. Phone calls from ads
  3. Facebook-generated leads

SEARCH ENGINE MARKETING

  • Reached users on Google and Bing search results pages

Google ad placements

ads

GEOFENCING ADS

  • Mobile ads delivered to users within certain neighborhoods where the client had active roofing projects
  • Neighborhood lists were updated weekly based on the active job addresses provided by the client

Animated Mobile Ads

ads

WEATHER-TRIGGERED ADVERTISING

  • Ad creative automatically triggered to storm messaging when specific weather events were in the forecast (i.e., wind above a certain MPH, above-average rainfall, hail of any size)

Weather-triggered ads

ads

DISPLAY AND MOBILE DISPLAY ADS

  • Targeted homeowners in GSAA, CLT and CHS with HHI of $75k+

Targeted Animated Display banners

ads

PRE-ROLL VIDEO ADS

  • Targeted homeowners in GSAA, CLT and CHS with HHI of $75k+

FACEBOOK LEAD GENERATION ADS

  • Users had the opportunity to request a free quote right on the ad in their newsfeed

LEADS WERE TRACKED WITH THREE METHODS:

  1. The "Contact Us" form submission on the Guy Roofing website
  2. Phone calls from ads
  3. Facebook-generated leads

THE RESULTS

By July, our annual lead generation goal had been met: 10,000 new leads. Not only that, we surpassed our goal by 1,169 additional leads. And our cost-per-lead was 30% lower than we projected.

More leads. For less cost. In less time. Challenge met.

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