Interior kitchen design with modern cabinetry and granite countertops displayed on a tablet, alongside architectural blueprints and drafting tools, emphasizing home improvement and remodeling services.

Case Study

9x ROAS for home services is a Google Ads win

  • PPC Management, Analytics + Measurement

Download Summary

Collage of Brothers Services Company team, roofing installation, and remodeling showroom, showcasing expertise in home improvement and lead generation.

The challenge

Brothers Services Company has been an established home improvement contractor for over 40 years specializing in roofing, interior, and exterior remodeling. They were looking to offboard their campaigns to an agency that could gain more quality lead volume for their roofing replacement service (a more profitable service than roofing repair) improving both ROAS and CPLs. Other agencies had worked on this project had accumulated broad leads for roofing but failed to gain high-quality leads specifically for roof replacement. Enter Level.

The process

Image collage featuring satisfied customers holding "Another Proud Customer of Brothers Services Company" signs, showcasing home improvement projects, including roofing and exterior remodeling, with houses in the background.

Achieving results for the client required focusing attention on what mattered and then iterating on messaging to ensure campaigns were attracting and converting the right, high-intent, and high-quality leads. 

Streamlining the number of campaigns and ad groups, and identifying high-intent keywords made the ads easier to manage and more specific to the end user. Ad copy included promotion extensions, garnered a sense of urgency around a 25% off offer, and highlighted the promotion with countdown timers in ad copy as well as on landing pages.

Switching TCPAs allowed our team to communicate with Google exactly how much we were willing to spend per lead and provided flexibility to adjust over time as the campaigns performed better and better. This brought bid strategies into alignment with the client’s objectives rather than chasing the lowest CPLs at all costs.

The results

With strategic guidance, the relationship shifted focus from cutting CPLs to focusing more on ROAS and topline revenue growth, since better ad performance at scale with higher quality traffic is the winning strategy for the client. Now they can scale the account continuing to achieve better lead quality and volume.

Map displaying numerous blue pins indicating various locations, relevant to the context of optimizing Google Ads campaigns for improved lead quality and return on ad spend (ROAS) for clients.

The proof is in the numbers


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ROAS — outperforming the goal of 4x ROAS
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