Case Study Overview
GreenLeaf Organic Products aimed to increase brand awareness and establish itself as a trusted name in the organic food market. With a growing number of competitors, they needed a strategic approach to connect with health-conscious consumers.
Case Study Overview
Client: Vertex Roofing Contractors Inc.
Industry: Roofing & Siding
Location: Northern Virginia, USA
Challenge: Inconsistent lead flow despite previous attempts with multiple marketing agencies and self-managed ad campaigns.
Solution: Developed a complete Facebook Ads funnel with A/B tested conversion points, integrated automation, and clear follow-up sequences.
Results: Delivered 76 leads, 26 inspections, and 10 closed roofing deals — generating over $91,000 in just two months.
Executive Summary
Vertex Roofing Contractors Inc, a trusted local roofing and siding company in Northern Virginia, came to Renova Reach after struggling to generate consistent leads.
Despite working with other marketing companies and running ads in-house, results were unstable and failed to deliver predictable revenue.
Within just two months, Renova Reach’s strategy generated 76 leads, resulting in 26 inspections and 10 closed roofing jobs worth over $91,000 — establishing a profitable, repeatable system.
About the Client
Vertex Roofing Contractors Inc. is Northern Virginia’s go-to roofing company for both residential and commercial projects.
Known for their craftsmanship, integrity, and customer care, Vertex takes pride in building lasting relationships and delivering the highest standard of service.
Client Goals:
To create a consistent pipeline of qualified roofing leads that would keep their sales team and roofing crews busy year-round, independent of weather or seasonality.
Challenges Faced
The Virginia market poses unique challenges — unlike storm-affected states, roofers can’t rely on hailstorm damage to drive demand.
Instead, companies must proactively generate leads through digital marketing, which is highly competitive in the region.
Vertex Roofing’s main struggles included:
Inconsistent ad performance and wasted spend with previous agencies.
Low-quality leads from broad targeting.
No funnel or nurture system to convert leads into estimates or appointments.
The result was a fragmented marketing system that lacked both predictability and scalability.
Our Approach
Research & Strategy Development
We began with competitive research through Facebook’s Ad Library to analyze what other successful roofing contractors in the area were running.
Then, we leveraged Renova Reach’s proprietary ad library, built from managing over $2 million in ad spend, to guide creative direction and audience strategy.
Multi-Point Funnel Testing
We designed three distinct conversion funnels to A/B test and identify which path produced the highest lead-to-appointment ratio:
In-platform Lead Form Ads (low friction, instant submission)
AI Chatbot Landing Page with automated qualification and guided conversation
Custom Landing Page emphasizing trust, credibility, and core company values
This diversified testing allowed us to measure performance across conversion types and quickly double down on the highest-performing funnel.
Tools & Platforms Used
Facebook Ads Manager for campaign management and optimization
GoHighLevel CRM for automation, SMS/email follow-ups, and appointment tracking
Meta Pixel + Conversion API for precise tracking and event attribution
Execution Details
Ad Campaigns
We launched multiple ad variations focusing on homeowners in key service areas with engaging creatives showcasing real project photos and customer testimonials.
Ad copy focused on trust, local reputation, and quick inspection scheduling, aligning with Vertex Roofing’s brand voice.
Targeting included:
Homeowners aged 30–65 within 30 miles of Northern Virginia
Interests: Home improvement, real estate, property ownership, and roof maintenance
Custom audiences based on website visitors and past customer interactions
Conversion Tracking
We used Facebook’s Conversion API alongside form tracking in GoHighLevel to ensure accurate event reporting, ROI measurement, and campaign optimization down to each conversion point.
Results Snapshot
76 total leads in 60 days
26 roof inspections booked
10 closed roofing deals totaling $91,000 in revenue
Established a predictable, scalable funnel for future growth
Improved cost-per-lead and conversion rate through rapid A/B testing
Client Feedback
“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.