$91K in roofing jobs in 60 days

Where Vertex was stuck

Vertex Roofing Contractors Inc. does residential and commercial roofing and siding across Northern Virginia. Before Renova Reach, they had worked with several marketing companies and also tried running ads themselves. The results never held. Performance swung from month to month, broad targeting brought in people who were never going to buy a roof, and there was no system to turn an inquiry into a booked inspection.

Their market makes this harder. Northern Virginia isn’t storm country, so roofers can’t wait for hail to create demand. They have to find the homeowners who need a roof before a competitor does.

Vertex wanted one thing: a steady flow of qualified roofing leads to keep the sales team and the crews busy all year, whatever the weather.

What we set up

1. Ads aimed at homeowners who need a roof

We started in Facebook’s Ad Library to see what other roofers in the area were running, then shaped Vertex’s campaigns with Renova Reach’s own ad library, drawn from more than $2 million in managed ad spend. The ads used Vertex’s project photos and customer testimonials, and the copy leaned on trust, local reputation and how quickly a homeowner could get an inspection.

• Homeowners aged 30 to 65 within 30 miles of the service area

• Interests in home improvement, property ownership and roof maintenance

• Custom audiences built from website visitors and past customers

Two of the Facebook ads we ran for Vertex.

2. Three ways to get in touch, tested side by side

Rather than guess how homeowners wanted to reach out, we ran three response paths against each other and judged them on booked inspections, not just lead count:

• Instant form inside Facebook, for homeowners who want a quote in a few taps

• AI chat that answers questions, qualifies the homeowner and guides them toward an inspection

• Landing page built around Vertex’s reputation, credibility and values

As the results came in, the budget moved to the paths that booked best.

3. Follow-up that turns a lead into an inspection

Every lead went straight into the CRM and got automated text and email follow-up, so no inquiry sat waiting for a callback. Each lead was tracked from first contact to booked inspection, so Vertex could see where every opportunity stood.

4. Tracking from ad to inspection

The Meta Pixel and Conversions API, together with form tracking in the CRM, reported every conversion back to the ad account. That gave accurate ROI numbers and let us optimize each campaign down to the individual conversion point.

The results in the first 60 days

• 76 leads

• 26 roof inspections booked, about 1 in 3 leads

• 10 roofing jobs closed, worth over $91,000

• Cost per lead and conversion rate improved through ongoing A/B testing

“We had worked with multiple marketing companies before and even tried managing ads ourselves. Nothing worked until we teamed up with Renova Reach. They delivered real, qualified leads that turned into paying jobs — and we finally have a system that’s consistent and scalable.”

Sara, Office Manager, Vertex Roofing Inc.

What came next

After the first 60 days, we kept building on the system with Vertex: email nurturing for homeowners who weren’t ready yet, referral automation, and plans to add Google Ads alongside Facebook.

The takeaway

Vertex’s results didn’t come from ads alone. They came from what happened after the click: every lead answered, followed up and booked. That’s the gap we see in most trades businesses, and it’s why every Renova Reach system now starts there. When lead flow is the problem too, we add ads on top.

See how the Renova system works