The starting challenge
A roofing company receives mixed enquiries for small repairs, inspections, insurance-related work and full replacements. One campaign and one landing page make it difficult to control budget or explain which work the team accepts.
The recommended approach
Search campaigns and website pages are separated by service intent. Emergency repair messages focus on availability and service areas, while replacement and restoration pages provide more detail about assessment, materials and quotation.
Forms ask for postcode and project type without becoming difficult to complete. Calls and forms are labelled by source, while unsuitable enquiries are recorded so negative keywords and service messaging can improve. Local SEO supports longer-term visibility around priority services and areas.
How success should be measured
The company should compare qualified project enquiries, booked inspections, quote value, cost per suitable lead and reasons for rejection. Lead quantity alone can hide wasted budget.
What this example teaches
Construction campaigns need qualification. Clear service boundaries, useful project information and feedback from the sales team help marketing focus on work the business actually wants.