Background

In the summer of 2023, Stace Roofing, a well-established roofing company in the Midlands, partnered with Renova Reach to elevate their Google Ads performance.
Although they already had an advertising setup, owners Andrew and Greg wanted to attract higher-value, commercial projects rather than low-intent residential inquiries.

Challenge

While their basic Google Ads campaigns generated leads, the targeting was too broad — attracting a wide mix of low-quality, low-intent traffic.

Stace Roofing needed a specialized, data-driven approach that could refine audience targeting, improve conversion rates, and deliver larger, more profitable commercial projects.

Solution

1. Full Campaign Audit & Overhaul

Renova Reach performed a detailed audit of the existing campaigns and identified major inefficiencies in keyword targeting, ad grouping, and landing page alignment.

We then rebuilt the entire Google Ads structure from scratch, focusing on quality over quantity — prioritizing commercial search terms like “best commercial roofer Leicester” instead of generic phrases like “roofer near me.”

2. Niche-Focused Landing Pages

We designed bespoke landing pages tailored to commercial verticals such as:

• School roofing projects

• Warehouse and industrial roofing

Each page was built to highlight Stace Roofing’s commercial expertise and credibility — improving relevance, engagement, and conversion rates.

3. Continuous Optimisation & Close Collaboration

Working closely with their in-house team, we continuously refined bids, ad copy, and negative keyword lists to ensure maximum ROI.
Our data-led decisions created a feedback loop that quickly improved both lead volume and quality.

Results Snapshot

• £205,000 in booked work during Q4 2023

• 94 qualified leads in October — a record-breaking month

• 69.2% decrease in cost-per-acquisition (from £6.88 to £2.12)

• Improved ROI through precise keyword targeting and cost-efficient ad spend

• Consistent increase in lead-to-sale conversions

Client Testimonial

“Excellent service provided by Taylor & Chris. Our results have improved exponentially since he started a few months ago, resulting in our conversions increasing in number and decreasing in cost. Reliable, cost-effective, and have done everything they claimed they would do.
Would highly recommend them to anyone with an AdWords account.”
— Andrew, Co-Owner, Stace Roofing

Looking Forward

Renova Reach continues to collaborate with Stace Roofing to explore new campaign types, experiment with Performance Max and video-based lead funnels, and further optimize ROI.

Their transparent communication and commitment to growth make them a standout partner — and this campaign remains a model example of how targeted ad restructuring can drive rapid business impact.