Apex Roofing Solutions NJ
15.62% CTR. 5X the industry benchmark. 9X the conversions in 90 days.
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.
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.
The Results
15.62%
Click-Through Rate
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
9X
Conversions
From 21 conversions in the prior 90 days to 196 in ours — driven by cleaner tracking, sharper keywords, and a faster site
-78%
Cost per Conversion
$912 prior 90 days → $197 last 90 days — sits inside the $200-$500 NJ roofing benchmark with audit-honest tracking
30 Days
Site + Tracking Rebuild
Full Next.js rebuild, Conversions API, Enhanced Conversions, and form pipeline deployed in one month — replacing an aging WordPress + Elementor stack
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