Background

Excel Roofing & Asbestos is a nationwide provider of garage roof replacement and garage demolition services across the UK.
Although a relatively new company, its co-founders bring years of industry experience and a commitment to professional service.

Before partnering with Renova Reach, the team had managed Google Ads campaigns internally and through another agency, but results were inconsistent — especially when it came to lead quality and conversions.

Challenge

Despite solid brand reputation and excellent customer reviews, Excel Roofing & Asbestos struggled with a complex website structure that discouraged conversions.
Visitors were getting lost in navigation loops, leading to high bounce rates and missed opportunities.

In addition, their campaigns were attracting irrelevant asbestos-related enquiries — requests the team couldn’t fulfill — draining ad spend and lowering ROI.

The challenge was twofold:

1. Simplify the user journey to increase conversions.

2. Filter ad traffic to attract only relevant, high-intent garage roof and demolition enquiries.

Solution

1. High-Converting Landing Page

Our first step was building a custom, conversion-focused landing page designed specifically for trade services.
We showcased Excel’s Trustatrader and Checkatrade reviews for credibility, added before-and-after job photos for visual proof, and implemented trust-building CTAs throughout.

This instantly boosted conversion rates, as users could quickly understand the offer, see social proof, and take action.

2. Targeted Traffic Quality

Next, we refined the ad strategy to focus exclusively on garage-based work — eliminating irrelevant asbestos removal searches.
By filtering intent-based keywords and negative matching, we attracted visitors who were genuinely interested in garage roof replacement and demolition services.

3. Streamlined Enquiry Process

To reduce friction and improve quote accuracy, we integrated a Heyflow quiz-style enquiry form.
This allowed users to submit key details quickly — project type, size, material, and photos — giving the sales team all the context needed for faster, more effective follow-ups.

The result? Lead volume tripled and sales efficiency improved dramatically.

4. Ongoing Testing and Optimization

Not every test was a win — we tried call-only landing pages and image sliders that underperformed and affected load speed.
However, these experiments provided valuable data that shaped our next iterations and enhanced page performance long-term.

Results Snapshot

• 1,017 leads generated in the first 100 days

• £2 million+ in potential project value added to the pipeline

• Lead volume tripled compared to previous campaigns

• £7,000 monthly ad spend delivering high ROI

• Hired a full-time sales agent to handle the surge in leads

• Retained by client to run ads for their sister brand, The Roof Sheet Store

Looking Forward

Renova Reach continues to collaborate with Excel Roofing & Asbestos on new optimization strategies — including a live chat feature to boost conversion rate further.

The partnership has expanded into The Roof Sheet Store, allowing us to deepen industry insights and scale results across multiple business lines.

This case study demonstrates how the right combination of conversion design, traffic precision, and continuous testing can turn a modest campaign into a multi-million-pound sales pipeline.