Primary leak
Paid traffic was reaching the site, but calls and booked estimates were not being tracked back to campaigns. All clicks landing on the homepage regardless of service searched.
A roofing company running Google Ads for two-plus years, spending steadily, and generating some leads: but with no clear read on what the campaigns were actually producing. The owner knew the phone rang. He did not know which ads made it ring.
Campaigns were structured around general roofing terms. All clicks: regardless of what was searched: landed on the company homepage. No call tracking. No landing pages. No negative keyword list. The account had been running essentially untouched since setup.
Common pattern: Roofing accounts are frequently set up once and left running. Broad match accumulates irrelevant traffic over time. Without a negative keyword list, budget shifts quietly toward searches that will never generate a booked estimate.
Operational note: Missed call logged 4:42 PM: no attribution to campaign. Source: unknown. This was the pattern across the account: calls happening, nothing recorded.
Lead Leak Map: Roofing Account
After the rebuild, the account had visibility it previously lacked. The owner could see for the first time which campaigns were generating calls, which keywords were producing estimate requests, and what the conversion rate on each landing page actually was.
Wasted spend on irrelevant searches dropped as the negative keyword list took effect. Landing page conversion rates increased meaningfully when service-specific pages replaced the homepage. Call volume stayed consistent, but attribution improved: the same calls were now visible and connected to the campaigns producing them.
The follow-up change had a notable effect: Automated SMS response within two minutes of every form submission improved the percentage of leads that converted to booked estimates. The same lead volume, handled faster, produced more booked jobs.
These are directional patterns, not exact client metrics. Specific outcomes depend on market competition, budget, seasonality, and starting conditions.
If any of these have unclear answers, the audit will find the specific leak points in your account.
The patterns in this rebuild appear across most roofing accounts we audit. If your campaigns are running but you cannot clearly state your cost per booked estimate, the system has a leak somewhere. The audit will find it.
No pitch deck. No obligation. A written diagnostic with every failure point identified and a prioritized list of what to fix first.