Higher Impact Strategies

Six Months, One Rebuilt Operation

True Force RoofingRoofing contractor in Gainesville, Florida

On March 6, 2026 we took over the marketing for True Force Roofing. We rebuilt the home page and built the tracking that ties ad spend to signed contracts, then cut the spend that tracking showed was buying nothing.

Every figure on this page compares the six months after the takeover with the six months before, on the same channels, in the same market, with the same crews.

Six months beforeAug 31, 2025 to Mar 5, 2026

Six months afterMar 6 to Sep 8, 2026

March 6, 2026 we take over

The home page we rebuilt went from Lighthouse 53 to 99 on mobile.

The top of the True Force Roofing home page we rebuilt: the company logo and menu over a wide aerial photo of shingle roofs.

The Record

Six months after, against the six months before

Return on ad spend
16.5x
Every ad dollar now comes back as about $16.50 of signed work, up from 30 cents before the takeover.
Ad spend
55% less
Across Google Ads and Meta, the same channels as the six months before, on less than half the budget.
Signed jobs from the ads
11.7x
Nearly twelve times the signed jobs traced back to the ads, same market, same crews, on less than half the spend.
Searches on page one
25% more
The share of tracked local searches where the company shows on page one, with top-three spots up 44 percent.

Sources: Google Ads, Meta, Google Search Console, and the company's own CRM and call tracking. * The CRM record from before the takeover is thinner, so earlier figures are as recorded and likely low.

The Advertising Turnaround

We took over a roofing company's advertising on March 6, 2026. The six months on either side of that date ran the same channels, in the same service area, with the same crews, so the one thing that changed is who was running it.

The next six months spent less than half what the six months before did, and the ads signed nearly twelve times the jobs.

Advertising, Like for Like The six months before are the baseline. Every figure comes from Google Ads, Meta, and the company's own CRM and call tracking.
Measure Six months beforeThe baseline: Aug 31, 2025 to Mar 5, 2026 Six months afterMar 6 to Sep 8, 2026
What the ads cost and brought in
Total ad spend 100% 45%55 percent less, on the same channels
Cost per lead from ads 100% 56%44 percent less
Tracked inbound calls 1x 4.1xFour times the calls, each one with its source
Calls matched to a real job 1x 17.4xCalls tied to the job they turned into
What the ads signed
Signed work traced to ads 1x 21.2x21 times what was traced before
Signed jobs traced to ads 1x 11.7xNearly twelve times as many
Return on ad spend 0.3x 16.5xEvery ad dollar came back as about $16.50 of signed work
Ad cost per signed job 100% 4%96 percent less

About the Earlier Figures

Every ad figure here comes straight from Google Ads and Meta, complete for both periods. The company's CRM record from before the takeover is thinner, because contract values were not consistently captured then, so the earlier signed-work figures are what was recorded and likely run low. The figures since March 6 are complete. Building the measurement that ties signed work back to the ads was part of the work.

The Climb, Month by Month

Ad spend was held roughly flat from month to month. What each of those dollars brought back kept climbing: from 1.7x in March to 36x in August, more than twenty times higher.

Signed work traced to the ads, per ad dollar 2026, each month after we took over on March 6. 36.0x means $36 of signed work for every dollar spent on ads.

What Changed in June

Tracking, attribution and the landing experience were all in place at the same time. The return went from 5.8x in May to 26.0x in June, on less spend than May.

Not every month rose after that: July came in under June, and August set the high at 36.0x.

September is left out: the measured six months end on September 8, so it holds only 8 days. Figures come from Google Ads, Meta, and the company's own CRM and call tracking.

Channel by Channel

Google Ads as a whole was cut by 62 percent and has returned 24 times its spend since March 6. Each channel below is the six months before against the six months after, and the spend bars share one scale across all four, against the biggest budget before.

Google Local Services

Same budget, more leads

Ad spend
Before100%
After102%
Leads
Before100%
After150%

Cost per lead100%68%

The cheapest lead source the company had, and it was being under-worked. On flat spend it now brings 50 percent more leads, each one 32 percent cheaper.

Budget cut 70 percent

Ad spend, core services
Before100%
After30%

Cost per lead100%64%

Cost per lead still fell 36 percent. Two thirds of the money was buying nothing, and cutting it made the remaining third work better.

Meta

Still the weak channel

Ad spend, cut 36 percent
Before100%
After64%
Since March 6, spent against traced
Spent1x
Traced1.1x

Cost per result100%21%

A result costs 79 percent less than it did, and Meta still underperforms: it brings back only a little more signed work than it costs, so it stays on a short leash until it proves itself.

Streaming TV

A new test

Ad spend
So farA test

Nothing to judge yet.

Owning the Map

A homeowner with a leak searches first and calls someone on the first page. We track 222 local searches for True Force and check where the company ranks on each one. Six months in, True Force shows on page one for 25 percent more of them and in the top three for 44 percent more.

On Page One

25% more

  • When we took over118
  • Six months later147

Of 222 tracked searches. The count peaked at 150 on August 30.

In the Top Three

44% more

  • When we took over57
  • Six months later82

Of the same 222: 44 percent more of the prime positions.

  • Top three
  • Rest of page one
  • Past page one
Each square is one of the 222 searches, grouped by rank around the pin, not placed by address. Flip the switch to see where they stood when we took over.

The Channel That Costs Nothing

Organic search now puts True Force in front of tens of thousands of people every month and sends hundreds of them to the site. Bought at the paid cost per click for the same search terms, those visits would cost six figures a year.

At paid click prices
Six figures a year
What True Force pays for it
$0

Visits the company would otherwise buy as ads, with no ad spend behind them.

Most of It Starts With the Name

  • 72 percent searched for True Force by name
  • 28 percent searched for a roofer

A search for a company's name is what the rest of its marketing leaves behind: someone saw an ad or heard the name from a neighbor, then looked it up. With 72 percent of the search traffic arriving that way, the advertising and the reputation are putting True Force in people's heads, and search is where they come to find it. The other 28 percent searched for a roofer, not a name, and still found True Force.

The Page It Lands On

We rebuilt the True Force home page. Lighthouse, Google's test of how a page is built, scored it 53 out of 100 on mobile before the rebuild and 99 after.

The True Force Roofing home page as we rebuilt it: an aerial photo of shingled roofs under the headline Gainesville's 5 Star Roofing Contractor

Lighthouse score on mobile

53 before99 after the rebuild

We Measured Before We Decided

Once spend, calls and signed work were measured against each other, the numbers could settle a question before anyone acted on a guess. Two findings changed what the company did next, and the note after them says where every figure on this page comes from and what it leaves out.

Everyone Blamed the Weather

Call volume jumped, and the reflex reading was weather. That kind of explanation turns into a decision fast, and here it would have been the wrong one, so we measured before anyone acted on it.

The day of the week moves the phones by a factor of seven. Storms barely move them at all. Several of the spikes that started the conversation were tracking-number artifacts, not demand.

What actually moves the phones
  • Day of the weekFrom the quietest day to the busiest 7x
  • StormsStormy days against calm ones Barely
  • Call spikesSeveral were tracking-number artifacts Not demand

Rented$4,000 a yearOwnedby the company

Stopped Renting Software It Could Own

An instant roof estimator we built on satellite roof data replaced a $4,000-a-year software subscription. The company owns the estimator, so the $4,000 that went to the subscription each year stays in the business.

Recorded Thinner record Flagged where a figure depends on it

A Note on the Numbers

The advertising figures come straight from Google Ads and Meta and are complete for both periods. The CRM record for the earlier period is thinner, because contract values were not consistently captured then, so the earlier signed-work figures are shown as recorded, flagged, and likely run low. The figures since March 6 are complete.

Where a figure depends on that record, it is flagged rather than smoothed over. The work of the six months included building the measurement that proves the work.

SourcesGoogle Ads, Meta, Google Search Console, and the company's own CRM and call tracking. The six months after March 6, 2026, against the six months before: same length, same channels, same service area, same crews.

These results come from one client's engagement. Another company's numbers depend on its market and its starting point.

Find Out Where Yours Start

In a discovery call we learn your business, what you pay for today and which numbers you can already trust, and we show you what we would measure first.

Book a discovery call Or call 352.214.0722