How disciplined campaign structure and design-forward execution drove efficient roofing leads on a budget.
Services: Google Ads, Website Design
Industry: Roofing
When Badgerland Exteriors partnered with Hook Agency, the objective wasn’t to chase volume at all costs. It was to gain control over cost, targeting, and presentation, while still generating qualified roofing leads.
A major frustration with past agencies was being told “no” when it came to design. Badgerland Exteriors wanted campaigns and landing pages that performed and looked professional. They needed a partner who could deliver both.
The Results at a Glance
- $143 average cost per conversion
- $291.76 average cost per qualified lead (project-ready homeowners, not tire-kickers)
- 121 marketing-qualified leads generated in 2025
- $3,500 monthly ad budget with controlled spend
Lower CPC created the foundation for sustainable lead generation without inflating spend.
Pain Points
Before working with Hook Agency, Badgerland Exteriors faced several challenges that limited performance:
- Prior agencies refused to support the design quality Badgerland Exteriors wanted
- Solar and roofing services were lumped together, diluting intent and performance
- Campaigns relied too heavily on a small number of keywords
- Budget was wasted on low-intent searches and underperforming locations
- No clear strategy for seasonality, leading to inefficiencies during slower periods
The goal was to build a paid strategy that was efficient, flexible, and brand-aligned.
Rebuilding the Campaign Structure
The first major win came from restructuring the account. Solar and roofing campaigns were separated, allowing messaging, keywords, and budgets to align directly with roofing-specific intent.
From there, optimization became continuous.
Key actions included:
- Refining keyword strategy to avoid reliance on a single high-cost term
- Using a mix of exact and phrase match keywords to control CPC
- Excluding low-intent search terms that wasted budget
- Removing low-performing cities and zip codes
- Doubling down on location-based keywords in top-performing areas
This disciplined structure kept clicks affordable and predictable.
Designing for Conversion, Not Just Traffic
Efficiency didn’t come at the expense of presentation. Ads and landing pages were optimized to match seasonal demand and homeowner mindset, while maintaining the polished look Badgerland Exteriors wanted.
We:
- Optimized ad copy and landing pages by season
- A/B tested landing pages and ad descriptions
- Adjusted budgets during lower demand seasons to maintain efficiency
- Monitored competitor strategies to stay competitive without chasing inflated CPCs
The result was a paid system that balanced cost control, lead quality, and brand credibility.
Why This Case Study Matters
Badgerland Exteriors’ success shows that lower CPC isn’t about shortcuts, it’s about structure, clarity, and consistency.
Today, Badgerland Exteriors benefits from:
- A predictable $143 CPC in a competitive roofing market
- A steady flow of marketing-qualified leads
- Paid campaigns that reflect their brand visually and strategically
- A marketing partner that delivers performance and design
