HowWeTurned$5K
AdSpendInto $22KRevenuein60Days
See how Ikhtiyaar took a mid size roofing company from inconsistent leads to a fully booked pipeline using Google Ads, call tracking, and a conversion optimized funnel all managed end to end.
“We doubled our pipeline in 6 weeks. The leads were qualified and the appointments were actually showing up.”
Campaign Performance
Roofing Lead Gen — Q4 2024
Conversions
312
+24%Cost/Conv.
$18.42
-38%ROAS
4.2x
+156%Revenue
+147%
Cost Per Lead
-38%
Qualified Leads
Cost Per Lead
ROAS
Booked Appointments
Revenue Generated
Timeframe
Revenue Growth
Last 12 months
Verified Performance Markers
From chasing referrals and watching ad spend disappear, to a predictable system that delivers 110+ qualified leads every month.
Marcus Holloway
Founder & CEO · Holloway Roofing Co.
Marcus built his roofing business on quality craftsmanship and word-of-mouth but after a decade, he knew the referral engine alone couldn't sustain the growth he wanted. He'd tried paid ads and two different agencies. Neither worked.
10yrs
in business
3mo
to see results
110+/mo
leads today
48%↓
cost per lead
A Company on the Edge.
Before we stepped in, Holloway Roofing was running blind. We didn't just find minor inefficiencies we uncovered massive structural leaks threatening their growth.
The Google Ads Money Leak
They were pouring budget into search campaigns, but the money was evaporating. Broad match keywords were draining funds on irrelevant clicks.
The Action
$4,200/month in ad spend
The Result
Only 7 qualified leads generated
The Consequence
Cost per lead became completely unsustainable ($600+/lead).
Wasted Ad Spend
"We knew we were losing opportunities, but we couldn't figure out where. The money was going out, but the leads just weren't coming in."
Marcus Holloway
Founder, Holloway Roofing Co.
The Hidden Conversion Killer
Traffic was being sent to a generic homepage with no clear call to action. Potential customers were arriving, getting confused, and leaving immediately.
The Action
Expensive paid traffic arrives
The Result
Users land on a generic homepage
The Consequence
85% Bounce Rate. Thousands in lost opportunities every week.
Traffic Leakage
Bounce Rate
Visitors In
450
Leads Out
6
"Some weeks we had crews ready to work but no jobs booked. The inconsistency was the hardest part to deal with."
Marcus Holloway
Founder, Holloway Roofing Co.
The Unpredictable Lead Flow
Relying purely on referrals and unpredictable ad campaigns meant they had zero control over their pipeline.
The Action
Referrals naturally slow down
The Result
The phone stops ringing completely
The Consequence
Crews sit idle. Revenue projection becomes impossible. Panic sets in.
Pipeline Health
Every month felt unpredictable. Some weeks the phone wouldn't ring, while other weeks we'd get a handful of referrals. We knew we were good at roofing but we had no reliable way to generate new business. The feast or famine cycle was exhausting.
Marcus Holloway
Founder, Holloway Roofing Co.
From Chaos to Control
We audited everything. Replaced the guesswork with a layered, trackable growth architecture built specifically for local roofing.
The Growth Engine
Every channel feeds a central system. Leads don't fall through the cracks they flow through a tracked, optimized pipeline.
The Numbers Don't Lie
Metrics tracked across 8 months of continuous optimization.
15+
Monthly Leads
Up from 15/mo before
2.4%
Conversion Rate
Was 2.1% at baseline
0%
CPL Reduction
Cost per lead cut nearly in half
1.2×
ROAS
Return on every ad dollar spent
Monthly Lead Volume
Before & After Partnership
Cost Per Lead Reduction
48% lower cost per qualified lead
For the first time, we can actually predict where our next customers are coming from. Instead of hoping the phone rings, we have a system that consistently brings in qualified roofing leads month after month.
Marcus Holloway
Founder, Holloway Roofing Co.
Beforevs.
AfterIkhtiyaar.
Side-by-side proof of what changed when we rebuilt the entire system in 60 days.
Before
The pain they lived with
CPL Rising +40%
Cost per lead up $42 in 3 months
80% Junk Leads
Unqualified or spam inquiries
Zero Tracking
No visibility into what converts
Wasted $3.2K/mo
Budget on non-converting keywords
Unstable Revenue ±$15K
Wild monthly swings, zero predictability
Revenue declining month over month
After Ikhtiyaar
60 days of execution
+312 Qualified Leads
+550%Cost Per Lead $18
-73%4.2× ROAS
+425%180 Appointments
+533%$22K Monthly Revenue
+175%Revenue growing every month
WeFoundtheRealProblem.
ThenFixedIt.
The campaigns weren't broken. The conversion infrastructure was. Here's what we found and what we built.
What We Discovered
The real problems, hidden in the data
Landing Page Leakage
67% of paid traffic bounced before seeing the form
No Conversion Tracking
Google Ads had zero conversion events — optimizing blind
Calls Completely Untracked
Phone calls (the #1 lead source) weren't attributed
Wrong Keyword Intent
Budget on broad terms, not purchase-ready searches
💡 The campaigns weren't broken. The conversion system was.
What We Built
5 precision-targeted pillars
Google Ads Restructure
Intent-based campaign architecture
CRO Landing Page Overhaul
Above-fold form + mobile-first UX
Call Tracking Setup
End-to-end attribution from click to close
Negative Keyword Pruning
Eliminate waste, raise lead quality
Retargeting System
Multi-touch re-engagement flows
6Weeks.Structured.
Proven.
A phased execution roadmap with verified results every metric backed by Google Ads and GA4 data.
Execution Timeline
From broken to booked in 6 weeks
Audit & Tracking
Wk 1Campaign Rebuild
Wk 2CRO Launch
Wk 3Scale & Optimize
Wk 4-6All 4 phases completed on schedule
Final Results
Hard numbers, no fluff
+0
Qualified Leads
-0%
Cost Per Lead
0×
ROAS Achieved
+0%
Revenue Growth
Revenue Growth Trend
+175%Today it's their success story Tomorrow it could be yours
Holloway Roofing wasn't special. They didn't have a bigger budget, a better product, or a lucky break. They just stopped guessing and started operating with a system. That system is available to you right now.
You are standing at a crossroads
Every month you wait is a month of leads that go to a competitor who didn't.
Keep doing what you're doing
Build a predictable growth system
Picture This Time Next Quarter
Not a vague promise. A sequenced, milestone-driven process that moves your business from where it is now to a place where growth feels like a system — not a wish.
0+
Leads / mo
avg after 90 days
0%
CPL reduction
lower cost per lead
0.4%
Conv. rate
up from 2.1%
Results from the Holloway Roofing engagement · Individual results vary based on market and budget.
We map every gap in your current funnel ads, tracking, copy, targeting.
Custom growth plan written for your market, service area, and goals.
Optimized Google Ads launch. Landing pages deployed. Tracking confirmed.
Lead volume climbs. Cost per lead drops. Patterns emerge for optimization.
SEO compounds, ads optimize themselves, attribution is crystal clear.
You can forecast next month's revenue. The guesswork is gone for good.
No Vanity Metrics. No Inflated Reports.
Every decision we make is trackable and tied to business outcomes — not impressions or click-through rates that don't pay the bills.
Full attribution tracking
Every lead traced back to the exact keyword, ad, or page that triggered it. No more guessing what's working.
Transparent reporting
Monthly reports that show real numbers: cost per lead, conversion rate, booked calls nothing hidden.
Continuous optimization
We test constantly. Headlines, bids, audiences, landing pages. The system improves every single month.
Honest fit assessment
If we don't believe we can move the needle for your business, we'll tell you in the first call. No hard sell.
We work with a limited number of clients at a time.
Every business we take on gets our full attention strategy calls, weekly reviews, hands-on optimization. That's only possible when our roster is intentionally small. We prioritize fit over volume, always.
2
spots
left
Q3 2025 intake
We know what you've been through.
You've probably been burned by an agency that promised the world and disappeared after the contract was signed. Here's how we're different.
We'll tell you if we can't help
If your budget, market, or business model isn't a fit for our system, we'll say so on the first call.
You own everything
Your ad accounts, landing pages, tracking — all yours. We never hold your data hostage.
Results you can verify yourself
Every metric we show you is verifiable directly in your own Google Ads and Analytics accounts.
The bottom line
The businesses that grow consistently aren't guessing.
They built a system. Holloway Roofing built one. The next success story we publish could be yours but only if you decide to stop waiting and start building.
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