Facing high advertising costs and an outdated online presence, Sun Roofing needed a digital transformation to stay ahead in the Fox Valley market. By modernizing their website and optimizing PPC campaigns, they achieved a surge in qualified leads while dramatically cutting ad spend.
The Challenge
In the competitive Fox Valley home improvement market, simply having a website is not enough. Sun Roofing faced several critical hurdles:
- Inefficient Ad Spend: Prior to partnering with us, the owner was seeing high daily costs on Google Ads with inconsistent results.
- Lead Consistency: Like many seasonal businesses, they struggled to maintain a steady flow of high-quality leads during the peak spring, summer, and fall months.
- Outdated Digital Identity: They required a modern, mobile-responsive platform that could effectively showcase their craftsmanship and build trust with local homeowners.
- Technical Management: The owner needed a partner to handle all technical aspects – including DNS and hosting – so he could focus on being on-site and managing his crews.
The WebCitz Solution
We implemented an “Aggressive ROI” roadmap, focusing on reducing overhead while maximizing lead volume:
- WordPress Launch (2014): We designed and developed a new, conversion-optimized WordPress site. The architecture focused on “Click-to-Call” functionality and easy-to-use estimate request forms, ensuring that traffic was captured effectively.
- Strategic Google Ads Optimization: We performed a deep audit of their existing PPC campaigns and implemented a high-performance strategy that:
- Reduced daily ad spend by more than $180 per day through negative keyword management and improved Quality Scores.
- Targetted high-intent, local search terms to ensure the budget was spent on ready-to-buy customers.
- Multi-Channel Marketing (Facebook & Local Search):
- Facebook Ads: We launched targeted social media campaigns to keep the brand top-of-mind for homeowners during storm seasons and home renovation peaks.
- Local SEO: We optimized their local search placements to ensure Sun Roofing appeared prominently in the “Map Pack” for Appleton-area roofing searches.
- Managed Hosting & DNS: We provided a secure, high-speed hosting environment and managed their DNS configurations, ensuring zero downtime and fast loading speeds for mobile users on-site.
The Result
Our partnership turned Sun Roofing into a digital powerhouse. At the peak of our engagement, we were successfully feeding the business 2-3 new qualified leads per day on average during the busy seasons. By slashing their ad spend while simultaneously increasing their lead volume, we significantly improved the company’s profit margins. This successful partnership continued as a core part of their business operations until the owner’s unfortunate passing.
