Google Ads Case Study: Roofing Company South Africa
How we generated over R2.5 million in revenue through a targeted Google Ads strategy.
A performance-driven Google Ads and website strategy designed to generate consistent, high-value leads for a roofing and waterproofing contractor.
Campaign Overview
Prominent Roofing partnered with My SME to strengthen its customer acquisition strategy and connect the business with people actively searching for professional roofing services.
The approach combined strategic planning, targeted Google Ads, lead generation and ongoing optimisation to create a measurable journey from customer search to enquiry, sale and revenue.
With R93,838 invested in Google Ads, the campaign generated 75 leads, 30 customers and over R2.57 million in revenue, achieving a 40% sales conversion rate and a 2,640%+ return on advertising spend.
Campaign Results
Key Metrics:
- Total Ad Spend: R93,838
- Total Revenue Generated: R2,575,431
- Return on Ad Spend (ROAS): 2,640%+
- Total Leads Generated: 75
- Leads Converted: 30
- Sales Conversion Rate: 40%
- Average Cost Per Lead: R1,251
The Challenge
Connecting Prominent Roofing With Customers Ready to Buy
Prominent Roofing operates in a competitive service industry where reaching potential customers at the right stage of their buying journey is essential.
The challenge was not simply to increase online visibility, but to connect the business with people actively looking for roofing services and turn that demand into genuine business opportunities.
My SME therefore focused on:
- Reaching customers with strong search intent
- Generating relevant enquiries
- Targeting key service areas
- Creating a clear path from search to sale
- Measuring marketing activity against actual business results
Our Business Growth Strategy
From Customer Search to Business Growth
My SME developed a targeted customer acquisition strategy around how potential customers search for roofing services. The approach combined Google Ads, lead generation and ongoing optimisation to turn customer demand into measurable business opportunities.
Step 1: Understanding the Business
My SME identified Prominent Roofing’s services, target customers and key service areas to understand where potential customers were searching and what they needed.
Step 2: Strategic Google Ads
High-intent roofing keywords and geographic targeting were used to reach people actively searching for professional roofing services.
Step 3: Creating a Path to Enquiry
The campaign focused on turning relevant website visitors into enquiries through customer-focused messaging and a clear path from search to contact.
Step 4: Ongoing Optimisation
Campaign performance was regularly monitored, with keywords, targeting and bid strategies refined to improve lead generation and campaign efficiency.
Step 5: Tracking Business Outcomes
My SME tracked leads, customers, conversion rates, cost per lead and revenue to measure how the marketing investment contributed to actual business growth.
The Results
Turning Customer Demand Into Revenue
The campaign generated measurable results from the initial customer search through to completed sales.
From R93,838 invested in Google Ads, Prominent Roofing generated:
- 75 leads
- 30 customers
- R2,575,431 in revenue
- 40% sales conversion rate
- R1,251 average cost per lead
- 2,640%+ return on advertising spend
The results demonstrate the value of connecting targeted customer acquisition with measurable business outcomes.
Why Connecting Marketing to Business Outcomes Matters
Marketing becomes more valuable when its contribution to the business can be measured.
For Prominent Roofing, the focus was not simply on generating online activity, but on understanding how that activity translated into enquiries, customers and revenue.
My SME was able to measure the commercial impact of the marketing investment and identify how customer demand was contributing to business growth.
About Prominent Roofing
Prominent Roofing is a professional roofing and waterproofing contractor serving residential and commercial clients across South Africa.
With over 20 years of industry experience, the company specialises in roof repairs, waterproofing, roof painting and maintenance services. Prominent Roofing focuses on providing reliable, practical roofing solutions tailored to each client’s needs, with an emphasis on quality workmanship and professional service.
Website: https://prominentroofing.co.za/
Conclusion
Turning Customer Demand Into Business Growth
The Prominent Roofing case study demonstrates how a focused business and marketing strategy can help a company turn customer demand into measurable growth.
By combining strategic planning, targeted Google Ads, lead generation and ongoing optimisation, My SME helped Prominent Roofing connect with customers actively searching for its services and turn those opportunities into new business.
With 75 leads, 30 new customers and over R2.57 million in revenue generated, the campaign shows the value of aligning marketing activity with the wider goals of the business.