How Glick's Exteriors Turned PPC Into a Consistent Pipeline of High-Intent Roofing Leads
Introduction
For a roofing company, generating leads is only part of the challenge. The real objective is attracting homeowners who are actively looking for a qualified contractor and are ready to take the next step.
For Glick’s Exteriors, beMarketing focused its PPC strategy on doing exactly that. The campaign began with a clear performance target: generate 30 booked leads per week. Through a series of strategic Google Ads optimizations, beMarketing shifted the account toward more precise targeting, stronger purchase intent, tighter budget control, and improved conversion efficiency. The results quickly surpassed expectations. Following the latest round of optimizations, lead volume became so strong that Glick’s Exteriors asked beMarketing to pull back the campaigns because the company was fully booked for the next two weeks. Rather than simply maximizing traffic, the strategy focused on generating the right traffic and creating a sustainable flow of qualified opportunities.
Challenge
Glick’s Exteriors operates in a competitive roofing market where homeowners can search for everything from general roofing information to highly specific replacement services. That creates a fundamental PPC challenge: not every click represents a potential customer.
The primary goal was to consistently generate 30 booked leads per week while maintaining the quality and profitability of those opportunities. Reaching that benchmark required more than increasing ad spend. The account needed to become more selective about which searches it pursued and more aggressive in capturing prospects who demonstrated strong intent to hire. beMarketing identified an opportunity to move the campaign beyond foundational targeting and toward a more precise, conversion-focused strategy. This meant expanding into valuable local and niche search terms, eliminating irrelevant traffic, re-engaging prospects who did not convert immediately, and aligning Google’s bidding system with a defined acquisition target.
Solutions
Strategic Keyword Expansion and Geo-Targeting
beMarketing expanded the BE Search – Roof Install & Replacement campaign with a stronger emphasis on localized, high-intent searches.
Geo-specific broad and exact match keywords were introduced to capture homeowners searching within key service areas. Terms such as “metal roofing services Lancaster PA” and “metal roofers Montgomery County” helped connect Glick’s Exteriors with prospects looking for services in specific markets.
The campaign also expanded into the niche Amish roofing market with exact match variations such as “[amish roof replacement]” and “[amish roofing near me].” These searches represented particularly specific intent and allowed the campaign to reach prospects further down the purchasing funnel.
In addition, beMarketing launched 14 new exact match keywords within the core metal roofing ad groups, including terms such as “[local metal roofing companies]” and “[best metal roofing company].” This gave the campaign greater control over searches from users who were actively evaluating roofing companies and preparing to hire.
Proactive Waste Reduction and Budget Protection
Generating clicks without generating qualified opportunities can quickly erode a PPC budget. To protect Glick’s Exteriors from irrelevant traffic, beMarketing implemented proactive negative keyword strategies.
Terms such as “-free” and “-b&b” were added to filter out searches that were unlikely to produce valuable roofing prospects. By reducing exposure to unqualified searches, the campaign could devote more of its budget to users with genuine commercial intent.
This approach was designed to improve traffic quality while supporting stronger click-through and acquisition efficiency. The goal was not simply more visitors; it was a higher concentration of potential customers within the traffic being purchased.
Remarketing Activation
Not every qualified prospect converts during their first interaction with a company. To address that potential leakage, beMarketing updated and reactivated the BE Display – Remarketing campaign.
Image ads were updated and unpaused to re-engage users who had already demonstrated interest in Glick’s Exteriors. This gave the company another opportunity to remain visible to potential customers as they continued researching their roofing options.
Remarketing complemented the search strategy by bringing previously engaged users back into the conversion funnel rather than allowing those opportunities to disappear after an initial website visit.
Algorithmic Efficiency and Bidding Alignment
The final piece of the optimization strategy was aligning Google’s bidding system with Glick’s Exteriors’ acquisition goals.
beMarketing established a Target CPA of $100.00, giving Google’s machine learning system a defined objective for finding conversions. This bidding structure worked alongside the keyword, negative keyword, geo-targeting, and remarketing improvements to create a more focused acquisition strategy.
Together, these changes represented a shift from broad campaign management to precision-focused PPC optimization. Each element had a specific purpose: find higher-intent prospects, reduce wasted spend, re-engage interested users, and guide the algorithm toward conversions that fit the company’s profitability goals.
Results
The combined optimizations produced a significant increase in lead demand for Glick’s Exteriors.
Paid Advertising Results
- Original goal: 30 booked leads per week
- Result: The campaign exceeded the 30-lead weekly target following the latest optimizations.
- Lead quality and volume: Performance became strong enough that Glick’s Exteriors requested a pullback in advertising because the company was fully booked for the following two weeks.
- Target CPA: $100.00, providing a defined acquisition goal for Google’s automated bidding system.
- Keyword expansion: 14 new exact match keywords were added to core metal roofing ad groups.
- Campaign strategy: Localized, niche, and high-intent search terms were combined with negative keyword filtering and remarketing to improve the overall conversion funnel.
The most important result was not simply increased lead volume. Glick’s Exteriors reached a point where demand generated through the PPC campaign exceeded the company’s immediate scheduling capacity. That is a meaningful indicator that the campaign was successfully connecting advertising activity with real business demand.
Conclusion
Glick’s Exteriors set a clear target of 30 booked leads per week. beMarketing’s approach went beyond simply trying to hit that number. By refining keyword targeting, expanding into high-intent local and niche searches, protecting the budget from irrelevant traffic, activating remarketing, and establishing a $100 Target CPA, the campaign was positioned to generate more valuable opportunities efficiently.
The outcome demonstrated the impact of precision-focused PPC management. Following the latest optimizations, lead generation became strong enough that Glick’s Exteriors was fully booked for two weeks and asked beMarketing to reduce campaign activity.
For a roofing company, that distinction matters. Effective PPC is not about generating the greatest possible number of clicks. It is about putting the right offer in front of the right customer at the right moment, then building a campaign that can turn that demand into measurable business results. In Glick’s Exteriors’ case, strategic optimization transformed the account into a powerful source of high-intent roofing opportunities.