Goggle Ads Case Study
Guarantee Roofing & Fence (opens in new tab)
How RED66 Marketing Helped Guarantee Roofing & Fence Increase Conversions by 180%
Background
Guarantee Roofing & Fence has been a trusted name in Indiana since 1919, more than a century of putting roofs over homeowners' heads. But by early 2025, the business they'd built in the field wasn't showing up in their Google Ads. Budget was going out the door, yet the account wasn't bringing back the kind of qualified leads Guarantee was looking for.
So they partnered with RED66 Marketing to take back control of their paid advertising: fix what wasn't working, rebuild the structure underneath it, and turn the account into something that could actually scale alongside the crews.
The results? More leads, lower costs to win each one, and an ad account finally working as hard as the people on the roof.
Qualified Leads
More qualified leads from the same account
Cost Per Lead
Less spent to win each new job
Estimated ROAS
Estimated return on ad spend
The Challenge
When Guarantee Roofing & Fence came to RED66, the account had a solid foundation, but structural problems underneath were quietly capping its reach and wasting budget. Our audit surfaced the real story:
- A bid-limit error was throttling a large share of spend — a significant chunk of the budget simply couldn't show ads for relevant searches.
- Conversion tracking was unreliable. The Google Tag was flagged on "urgent" status, so the account couldn't even trust the numbers it was reporting.
- Keyword match types were too broad, pulling in irrelevant clicks and inflating the cost of every conversion.
- Cost per conversion sat above target, with return on ad spend below benchmark.
- Inconsistent campaign naming and segmentation made it hard to optimize anything with confidence.
Simply put: money was being spent, but it wasn't being put to work.
See exactly how RED66 audits a paid ads account — wasted spend, tracking gaps, missed opportunities — before requesting one for your own. Best fit for B2B service companies spending $1,500+/month on paid ads, or preparing to launch with a similar monthly budget.
Our Approach
RED66 took a structured, priority-driven approach — rebuilding the account from the ground up while keeping leads flowing the entire time. We fixed the most damaging problems first, then layered growth on top of a foundation we could finally trust.
The Creative Behind the Clicks
Offer-driven creative — free inspections, financing, and a century of GAF Master Elite credibility — gave every campaign a reason to click and a reason to trust.
A sample of the paid social & display creative run alongside Search and Performance Max.
The Results
Since partnering with RED66 in March 2025, Guarantee Roofing & Fence has improved across every metric that matters when measured against the same span of time before the engagement. Rather than walk through private account dollars, here's the shape of the change:
Google Ads performance — March 2025 – April 2026 vs. prior period (Feb 2024 – March 2025).
| Metric | |
|---|---|
| Total Conversions | +180% |
| Conversion Value | +298% |
| Cost Per Conversion | -70% |
| Impressions | +93% |
| Total Clicks | +85% |
| Tracked ROAS (Conv. Value / Cost) | 0.3x → 1.44x |
| Estimated ROAS (Project Values) | 10x+ |
The account isn't just spending more efficiently — it's reaching dramatically more of the right homeowners and converting them at a meaningfully lower cost.
Campaign Highlights
Numbers tell you the account got healthier. The campaign-level story tells you how — momentum, market by market.
It started in Terre Haute
The flagship that proved everything
Conv. value +531%
CPA -44%
The flagship roofing campaign became the account's strongest performer — and the proof point for everything that followed. It showed that a properly structured, properly tracked campaign could turn local search demand into booked roofing work, with return well above benchmark.
Then Avon caught fire
The biggest efficiency swing in the account
CPA -83%
Conv. +20%
ROAS 0.22x → 3.62x
The Avon fencing Search campaign delivered the most dramatic efficiency swing in the entire account — return on ad spend leapt +1,545%. A campaign that had been losing money became one that reliably makes it.
LSAs became a workhorse
Low-cost leads, top-of-page everywhere
97.87% top-impression rate
Running the full length of the engagement, Local Service Ads delivered some of the most efficient leads in the account — at a fraction of typical paid-search costs — while putting Guarantee at the very top of the page in nearly every eligible auction. For a business where one job is worth thousands, that's a compounding advantage competitors struggle to combat.
What's Next
Despite the success so far, Guarantee Roofing & Fence isn't standing still. With a proven strategy in hand, RED66 is carrying the same playbook into future work — building brand presence ahead of seasonal demand instead of chasing it. The approach stays consistent: pair Guarantee Roofing's 100+ year heritage with modern paid media, win the high-intent searches first, then expand market by market. The partnership continues to grow, and so do the results.
See What's Possible for Your Account
Put Every Ad Dollar to Work
You don't always need a bigger budget to get bigger results — you just need a structure that puts each and every one of your ad dollars to work. We helped Guarantee Roofing & Fence turn a leaky account into a reliable source of qualified roofing jobs, and we can show you what's possible for yours.
Best fit for B2B service companies spending $1,500+/month on paid ads, or preparing to launch with a similar monthly budget.
Get the Example of Our PPC Audit
Just your email — we'll send a sample RED66 paid ads audit so you can see how we find wasted spend, tracking gaps, and missed opportunities before requesting one for your own account.