Case study · Residential roofing
From Facebook-only inquiries to a consistent roofing lead pipeline
- Website development
- Meta ads
- CRM setup and automated follow-up
Monthly baseline versus month six
Total unique leads
15100
Inspections booked
640
Signed roofing contracts
210
Contracted work*
$24,000$120,000
The problem
Leads came only from Facebook posts and referrals. There was no website, and messages sat unanswered while the crew was on a job.
What we did
We built a mobile-friendly website, launched local Facebook and Instagram ads, and set up a CRM with instant replies and automatic follow-up.
What stayed human
The roofing team still called homeowners, inspected roofs and prepared estimates. Pricing and contracts stayed with the owner.
“The biggest difference is having one place to see every inquiry and its next step. We can stay focused on inspections while the system keeps follow-up organized.”
See the full numbers
The changes
| Monthly metric | Before | Month six |
|---|---|---|
| Unique inquiries from organic social and referrals | 15 | 20 |
| Unique Meta ad leads | 0 | 80 |
| Total unique leads | 15 | 100 |
| Meta ad spend | $0 | $6,000 |
| Cost per Meta lead | — | $75 |
| Inspections booked | 6 | 40 |
| Booking rate: bookings ÷ leads | 40% | 40% |
| Inspections completed | 5 | 34 |
| Signed roofing contracts | 2 | 10 |
| Close rate: contracts ÷ completed inspections | 40% | 29.4% |
| Overall lead-to-contract rate | 13.3% | 10% |
Monthly progression
| Period | Total leads | Booked inspections | Signed contracts* |
|---|---|---|---|
| Before launch | 15 | 6 | 2 |
| Month one | 35 | 12 | 3 |
| Month two | 48 | 17 | 4 |
| Month three | 62 | 23 | 5 |
| Month four | 76 | 29 | 7 |
| Month five | 88 | 34 | 8 |
| Month six | 100 | 40 | 10 |
*Contracts are attributed to each month’s leads after allowing time for follow-up; they are not necessarily signed within that same calendar month.
Business impact
By month six, the business produced five times as many signed contracts: 10 a month instead of two. With an average signed contract value of $12,000, that represents $120,000 in contracted work compared with $24,000 previously.
This is contract value, not collected revenue or profit. Growth includes the effect of introducing $6,000 in monthly advertising and relied on having enough sales and installation capacity for the extra work.
The overall close rate falls because the business now handles a larger pool of colder advertising leads. The improvement comes from greater volume and consistent follow-up.
*Contract value, not collected revenue or profit. Includes $6,000 a month in Meta ad spend.