Home Services
Apex Roofing Solutions NJ
15.62% CTR. 5X the industry benchmark. 9X the conversions in 90 days.
- Click-Through Rate
- 15.62%
The Challenge
Apex came in with a $15K/month Google Ads account that was working hard and converting cold. The prior 90 days had produced only 21 conversions on $19K of spend — a 1.29% CTR, a $912 cost per conversion, and a stack of misconfigured conversion actions that made real performance impossible to read. The aging WordPress + Elementor site couldn't keep up: ~21 missing updates, 15-20 plugins, 316 abandoned location pages, and a contact-form flow that was firing 'conversions' on page-load instead of form submission — inflating the numbers in both directions. It is a good example of how we approach paid advertising for construction companies.
Our Approach
We took the account in February, established a baseline, then rebuilt the foundation under the campaigns. Inside 30 days we shipped a new Next.js website with Enhanced Conversions and a server-side Conversions API, deployed a Supabase-backed form pipeline with real-time Slack notifications, and ran a forensic audit of every conversion action — retiring three misconfigured Primaries that were inflating reported numbers ~13%. From there we ran weekly URL rotations to defuse a competitor URL-spam campaign, optimized landing pages around a form-above-fold pattern (which lifted one weekend to 8 leads — 2.7X the daily average), and partnered with the client on a tight lead-quality feedback loop so the paid signal stayed honest. This result came from our paid advertising services. If this sounds familiar, read our post on contractor marketing that books jobs. Planning something similar? Read our post on Local Services Ads vs Google Search Ads.
The Results
- Click-Through Rate
- 15.62%
- 5X the 2-3% NJ residential roofing benchmark and 12X the prior account's 1.29% — the offer, ad copy, and landing page finally working together
- Conversions
- 9X
- From 21 conversions in the prior 90 days to 196 in ours — driven by cleaner tracking, sharper keywords, and a faster site
- Cost per Conversion
- -78%
- $912 prior 90 days → $197 last 90 days — sits inside the $200-$500 NJ roofing benchmark with audit-honest tracking
- Site + Tracking Rebuild
- 30 Days
- Full Next.js rebuild, Conversions API, Enhanced Conversions, and form pipeline deployed in one month — replacing an aging WordPress + Elementor stack
More Growth Stories
Home Services
Just Better Moving
2.60x ROAS across the first 16 weeks, plus $6,186 booked from organic search in the first eight, from an account that couldn't attribute a single lead.
- Return on Ad Spend
- 2.60x
- Cost per Click
- -76%
Home Services
NJ HVAC Company
The demand was already there. The account just couldn't see it.
- LSA Services Live
- 4 → 11
- Absolute-Top Share
- 2.4X
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