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5.0 out of 5.0 on Google

Surface Shield Roofing

$5.8M closed revenue from $50K in ad spend — a 116x return on ad spend — for a roofing contractor running our tracked, attribution-driven paid acquisition playbook.

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From $25K in Ads to $5.8M Revenue – Surface Shield Roofing

Surface Shield Roofing offers residential and commercial roofing services in Hawaii’s highly competitive market. We began working together in October 2020, starting with their first website and growing into a full marketing partnership.
By focusing on smart, targeted paid ads, Surface Shield Roofing generated $5.8M in revenue on a marketing budget of just $50,000, achieving an incredible 11,500% ROI. Paid campaigns consistently delivered leads for both residential customers and high-value commercial projects.

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The Challenge

Surface Shield Roofing came to us with a working but inefficient paid program: meaningful spend, traffic showing up, leads coming in, but with hazy attribution, inconsistent quality, and a close rate that did not justify the budget. Like most roofers running paid, they could not answer the basic question: which dollars are producing revenue, and which are producing motion?

Our Approach

Full Attribution Setup

We rebuilt the tracking stack from the ground up. Dedicated tracked phone numbers per campaign, per ad group, per landing page. Call recording with qualified-vs-unqualified outcome tags. Form-event tracking. Revenue tied back to source. The data became the conversation — not the agency.

Landing Page Engineering

Surface Shield was sending paid traffic to generic site pages — the conversion equivalent of throwing money at a brick wall. We built dedicated landing pages tuned to each campaign’s buyer intent: emergency, full replacement, insurance restoration. Each page converted at 2–3x the prior baseline.

Sales Team Integration

We trained the sales team on the call-tracking data. Which scripts closed. Which sources brought higher-intent buyers. Which times of day mattered. The attribution data turned every weekly sales meeting into a directly actionable conversation.

Continuous Bid & Creative Iteration

Every closed job fed back into the bidding model. High-converting placements got more budget; low-converting ones got cut. Creative iterated on the calls that actually closed, not the ones that just rang.

Results

  • $5.8M in tracked closed revenue across the engagement
  • $50K total paid acquisition spend
  • 116x return on ad spend
  • Predictable, attributable, repeatable — the model is now the operating standard for the business

Why It Worked — And What It Means for You

Surface Shield Roofing is the kind of outcome that gets built one tracking decision at a time. Most roofers running paid are leaving 5-10x ROAS on the table because their attribution is broken. With clean attribution, intent-specific landing pages, and a sales team that uses the data, this kind of return is repeatable across virtually any roofing or home-service vertical.

Want a Similar Outcome?

If you run a contractor or home-service business and you are looking for the kind of result above, book a free strategy call. We will audit what you are running today, model the realistic upside, and show you exactly where your version of this engagement starts.

Book a free strategy call →

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Results (Jan 2024 – Jan 2025)

    • Ad Spend: $24,600

    • Leads Generated: 4,240

    • Revenue: $5,800,000

    • ROI: 11,500%

    • Delivered consistent growth even in a tough market

This campaign turned a small marketing budget into massive revenue, proving the power of focused paid ads and conversion-driven strategy.

Designed To Drive Qualified Calls

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Surface Shield Roofing

$5.8M closed revenue from $50K in ad spend — a 116x return on ad spend — for a roofing contractor running our tracked, attribution-driven paid acquisition playbook.
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  • 5.0 Average Rating
  • Over 628 reviews

What Our Customers Say

Robert R., Owner – Lone Star Roofing Co. (Dallas, TX)
“Before them we were stuck buying random leads and hoping reps converted. Now we have a real demand-gen engine with CRM automation and live setters. CAC dropped from $1,120 → $640, close rate hit 39%, and calendars stay 90% utilized. This feels like a fractional growth department, not a vendor.”
Barbara Brooks, GM – FrostGuard Heating & Air (Tulsa, OK)
"I’m the one answering the phones, so I feel the difference. We used to have slow weeks where I didn’t have much to book. Now calls and appointments stay consistent, and I can actually keep the guys busy. Our average ticket is up, and we’re booking way more work than before."
David T., Owner – StoneCraft Outdoor Living (Frisco, TX)
"My sales guys used to complain about junk leads. That’s gone. The calendar is filled with real projects, not window shoppers. Close rates are solid, job sizes are bigger, and we’re not wasting fuel driving all over town. It’s taken a lot off my plate.”
Rachel Kim, Director – RapidFlow Plumbing (Nashville, TN)
"I’m not a marketing person, I’m a business owner’s wife trying to keep everything running. What I’ve seen is more booked calls, more emergency work, and less chaos in the office. The automation does the follow-ups we used to forget, and it’s like having a really good CSR working 24/7."
Daniel Ortiz, Founder – SmartNest Systems (Orlando, FL)
“We install control systems and theaters—long sales cycles. They built multi-touch nurture and educational content that shortened our cycle from 41 → 23 days. AOV sits at $11,300, and we’re closing 29% of consultations. Feels like enterprise marketing for a small team.”
Angela Beyers, Owner – Frontline Exteriors (Houston, TX)
“Siding and windows need education. Their setters pre-frame every homeowner and our reps walk into warm rooms. Show rate jumped to 83%, and we’re averaging $176K monthly revenue with the same crew. True pipeline management, not just ads.”
Jason Lee, Sales Director – Summit Storm Group (Dallas, TX)
“My close rate jumped big time, and my schedule makes sense now. I’m not zig-zagging across the city anymore. I can hit more houses in a day and actually sell instead of chasing. We can even predict installs weeks ahead, which I never had before.”
Mark D., Owner – BlueVolt Services (Raleigh, NC)
“Before, we were losing people because we didn’t follow up well. Now the system does it for us with texts and reminders. We’re getting more memberships, more replacements, and our techs are making way more per month. It finally feels steady.”
Nicole Grant, Ops Manager – RedOak Landscapes (Charlotte, NC)
“We used to just wait for referrals. Now the phone rings on its own. We booked 22 projects in two months, and the jobs are bigger than before. They keep us updated every week so we always know what’s working.”
Carl M., Owner – Apex Drain & Sewer (Miami, FL)
“At first each job cost a little more to get, but after a few months it got cheaper without spending extra. The system keeps following up with old estimates, and that alone brought in 14 more jobs last quarter. Now I actually know what it costs to get a customer.”

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At Leads 2 Calls, we focus on what matters most — real calls, real customers, and real revenue. Our strategies increase your visibility, drive qualified traffic, and turn your online presence into a steady flow of high-quality opportunities.

No guesswork. No vanity metrics. Just measurable growth.

Contact us today for a tailored strategy that fills your calendar with the right jobs and helps you scale with confidence.

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Frequently Asked Questions

Paid leads (Google Ads, Local Service Ads, Meta) typically begin within 7-14 days of campaign launch, once approvals clear and budgets settle. Organic search and Google Business Profile gains usually surface in 60-90 days, with compounding lift after that. Most clients see meaningful map-pack ranking improvement inside the first 30-60 days.

Every engagement is custom - we do not sell packages. The core stack typically includes: tracked paid search and Local Service Ads, Google Business Profile optimization, local SEO with real localized content, structured data and schema, conversion-engineered landing pages, call tracking and recording, automated follow-up, and weekly reporting tied to real outcomes.

Three things. First: real attribution end-to-end - every lead tied back to a tracked source. Second: flat monthly retainers, not a percentage of ad spend or per-lead pricing - so our incentive is your performance, not your budget. Third: exclusive leads, never shared. Combined, those three principles structurally change the economics.

We track multiple key performance indicators including organic keyword rankings, Google Maps visibility, organic traffic growth, and most importantly, qualified leads and conversions. You'll receive detailed reports showing your progress in search rankings, Maps performance across your service area, and how your site compares to top competitors in the Fort Worth Metroplex.

Traditional local SEO creates hundreds of city-service combination pages, which Google now sees as redundant and inefficient. We use a proven methodology: one page per service, one page per location, connected through strategic internal linking and semantic associations. This creates a lean, efficient site that ranks better with fewer pages and responds better to link building efforts.

We offer flexible engagement options to fit your business needs. While SEO is a long-term strategy that typically shows the best results over 6-12 months, we don't lock you into restrictive contracts. Our goal is to deliver results that make you want to continue working with us, not contractual obligations that force you to stay.

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